For B2B Marketing Professionals

Plan, Don't Hope, For Lead-To-Revenue Benefits

    Why Read This Report

    A great number of benefits are forecast to build the lead-to-revenue management (L2RM) business case. Unfortunately, benefits don't always happen according to plan. In fact, they don't always happen at all. Forrester recommends that marketing executives implement a benefits realization program to govern L2RM performance. This report introduces three fundamental techniques — and offers three basic tools — that can be used together to jumpstart and sustain your benefits realization discipline. It's OK to right-size your benefits management rigor. But never forget that without demonstrable benefits, your L2RM program is a demonstrable waste of time and money.
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    • Benefits Realization Management Is A Must-Have For Success
    • To Manage L2RM Benefits You Must First Understand Them
    • Tools To Jumpstart And Sustain Your Benefits Realization Management
    • Harness Or Dispatch Unexpected Benefits

      Take An Active Stance In Managing For L2RM Benefits Realization
    • Related Research Documents