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 CMO Professionals

    REPORT: Stop Improving Your Marketing Processes: Start Disrupting

    Advanced Level: Process Practices For The Marketing Innovation Playbook

    June 20, 2019 Jessica Liu, Lori Wizdo

    Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails to deliver better outcomes. That's the time for process disruption. Advanced practitioners go beyond "doing things right" to "doing the right thing" — and that requires relentless examination of the business side of marketing. CMOs should read this report to challenge their thinking about process innovation. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For B2B Marketing Professionals

    REPORT: Milestones On The Journey To Modern Sales Enablement

    Road Map: The Sales Enablement Playbook

    June 7, 2019Lori Wizdo, Mary Shea

    The vanguard of sales enablement (SE) leaders is tracking a new North Star. They are building on past success as direct sales supporters to become the strategic business architects for the entire customer-facing selling system. But even when the vision is clear and goals align, silos, intramural priority conflicts, and other issues hinder progress in SE transformation. Creating a proper road map helps align cross-organization teams to accelerate and optimize the transformation. This report and its companion tools will help you develop the road map to operationalize your vision for SE transformation.

  • For B2B Marketing Professionals

    REPORT: Forget Marketing And Sales Alignment: Calibrate To The Customer For Optimal Buyer Experience

    May 1, 2019Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos to connect with buyers via content, channels, and tactics that deliver the best buyer experience. But the diversity of B2B buying motions flummoxes them as they try to pivot at scale. In this report, we reveal Forrester's Go-To-Customer (GTC) Strategy Matrix to help B2B marketers engineer an engagement strategy that aligns marketing, sales, and service on the path to customer obsession. 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: New Roles, Skills, And Structures Are Needed For L2RM Success

    Organization: The Lead-To-Revenue Marketing Playbook

    January 29, 2019Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales the practices to engage customers across the life cycle — from attraction to advocacy. This report helps B2B marketing leaders organize the lead-to-revenue (L2R) team, address the current marketing skills gap, and structure the marketing team to ensure L2RM success. 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.

  • For CIO Professionals

    REPORT: The CIO's Guide To Lead-To-Revenue Management

    Examining The CMO's World Through A CIO's Lens

    January 14, 2019 Leslie Joseph, Lori Wizdo

    Marketing teams today make ever greater demands on their firm's technology strategy and budgets. In response, today's CIOs must forge a close strategic partnership with their CMOs. To do so, they must learn the CMO's language, appreciate their challenges, set common goals, and work together to deliver value. This report, the first in a series that looks at various aspects of the CMO's world through a CIO lens, discusses lead-to-revenue management (L2RM).

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