Why Read This
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.