Lori   Wizdo

Lori Wizdo

VP, Principal Analyst Serving B2B Marketing Professionals

Lori serves B2B Marketing Professionals in all industries who must power up their processes, technology, and teams to achieve new customer acquisition and revenue and retention goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management. The research manifests in a holistic lead-to-revenue management (L2RM) approach that leverages the right strategy, tools, tactics, and budget to execute customer-insight-based go-to-market strategies and plans that span both digital and traditional channels. Lori also covers the marketing automation software that marketers can deploy to scale operations, manage with metrics, and maximize return on investment.

Previous Work Experience

Lori is an accomplished B2B marketing expert with over 30 years of experience in corporate, industry, and product marketing, demand management, and sales enablement roles. She has held senior sales and marketing positions with a diverse set of technology firms — from venture-backed startups to global corporations, including BMC Software, Xerox, NCR, and Unisys. Lori is a recognized industry thought leader. She is a frequent speaker at industry events, and her articles have been published in various journals including CIO, B2B Marketing, Customer Think, and Ad Age. Lori is also co-inventor of two patented business process methods for the enablement of knowledge communities.

Education

Lori is a summa cum laude graduate of Pennsylvania State University.

Lori Wizdo

VP, Principal Analyst Serving B2B Marketing Professionals

Lori serves B2B Marketing Professionals in all industries who must power up their processes, technology, and teams to achieve new customer acquisition and revenue and retention goals. She researches and advises on the core marketing operations of customer attraction, nurturing, conversion, and life-cycle value management. The research manifests in a holistic lead-to-revenue management (L2RM) approach that leverages the right strategy, tools, tactics, and budget to execute customer-insight-based go-to-market strategies and plans that span both digital and traditional channels. Lori also covers the marketing automation software that marketers can deploy to scale operations, manage with metrics, and maximize return on investment.

Previous Work Experience

Lori is an accomplished B2B marketing expert with over 30 years of experience in corporate, industry, and product marketing, demand management, and sales enablement roles. She has held senior sales and marketing positions with a diverse set of technology firms — from venture-backed startups to global corporations, including BMC Software, Xerox, NCR, and Unisys. Lori is a recognized industry thought leader. She is a frequent speaker at industry events, and her articles have been published in various journals including CIO, B2B Marketing, Customer Think, and Ad Age. Lori is also co-inventor of two patented business process methods for the enablement of knowledge communities.

Education

Lori is a summa cum laude graduate of Pennsylvania State University.

Lori Wizdo's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Turn B2B Marketing Into A Customer-Obsessed Organization

    Executive Overview: The B2B Marketing Playbook

    December 27, 2017Lori Wizdo

    The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors do. This fundamentally changes the role of B2B marketers. They need to evolve from brand stewards, lead generation machines, and sales supporters into architects of customer engagement across the customer life cycle. This playbook provides practical guidance for B2B professionals who are leading and living that transformation.

  • For B2B Marketing Professionals

    REPORT: Measure These Six Things To Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook

    December 20, 2017Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the lead-to-revenue process requires a more comprehensive approach than simply measuring the results of marketing spending using revenue contribution metrics. This report provides a framework B2B marketers can use to optimize revenue performance by measuring the process that drives that performance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This edition factors in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Strategic Plan: The B2B Marketing Playbook

    December 19, 2017Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life cycle. But complex product and solution portfolios challenge them, the diversity of B2B buyers flummoxes them, and organizational silos hamstring them. In this report, we detail Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer a GTC strategy that aligns marketing, sales, and service on the path to customer obsession at scale. This is an update of a previously published report; Forrester reviews and revises its research periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Playbook

    December 15, 2017Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle. In this report, we make the case for that focus shift and explore five pivot points to help B2B marketing leaders architect the transformation from demand generation to customer-obsessed marketing. This is a significant update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook

    December 8, 2017Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary ingredients to craft a strategic plan and presents a simple framework to answer three fundamental strategic planning questions: "What do we do, for whom do we do it, and how do we excel?" This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.

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Webinar: Benchmarks 2018: The State Of B2B Marketing Practice

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