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When your peers approach Forrester Research with inquiries about lead to-revenue management (L2RM), they are wrestling with the tougher challenges. They have questions about how to set strategy and goals, how to define and structure processes, how to manage change, and much more. In this presentation, Ms. Wizdo will reprise the client inquiries that Forrester fielded in the last two quarters — along with the advice that Forrester has given. The inquiries, in companion with data from Forrester's Marketing Operations And Investment Survey, Q4 2011, reveal the baseline of current practice, so you can assess your own L2RM maturity. Forrester's insight and advice can help you get started, or move faster, with fewer slip-ups, on your own journey — whether you're implementing, refining, or automating the L2RM process.
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To establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we analyzed 80 client inquiries on the topic that tech marketing professionals posed to us from October 2011 through March 2012. The inquiries, along with
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