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

  • For B2B Marketing Professionals

    Report: Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    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 e...

  • For B2B Marketing Professionals

    Report: Develop Your Revenue Growth And Acceleration Strategy

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report...

  • For B2B Marketing Professionals

    Report: Lessons Learned From Lead-To-Revenue Pioneers

    After bagging impressive early wins, lead-to-revenue-management (L2RM) pioneers find sustaining ongoing improvement hard. To learn why L2RM initiatives hit the wall, we analyzed 200 inquiries th...

  • For B2B Marketing Professionals

    Report: Key Tools For The Customer-Obsessed B2B Marketer

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help mak...

  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016

    In our 36-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the 11 most interesting solution providers in the category — Act-On, Adobe, bpm'online, Callidu...

  • For B2B Marketing Professionals

    Report: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall reven...

  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014

    In Forrester's 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe, Cal...

  • For B2B Marketing Professionals

    Report: Automate Your End-To-End L2RM Process

    Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating bro...

  • For B2B Marketing Professionals

    Report: Build An Adaptive, Efficient Process To Elevate Leads To Revenue

    A well-designed and documented lead-to-revenue management (L2RM) process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous increment...

  • For B2B Marketing Professionals

    Report: Develop Your Revenue Growth And Acceleration Strategy

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report...

View all of Lori Wizdo's Research

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