Lead-to-Revenue Management Is Not Demand Gen On Steroids
Key Takeaway: Forrester's Lead-to-Revenue Playbook is designed for business and consumer marketers who must power up their lead-to-revenue processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. You can read the Executive Overiew of the playbook by clicking here. (Registration required if you're not a Forrester client). Or you can just take a look at the documents comprising the playbook by clicking here (no registration required).
Why Read: After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers find it hard to sustain ongoing improvement. Our findings indicate that many B2B marketers launched their L2RM initiative by simply scaling and standardizing their legacy marketing practices. They have not undertaken the fundamental changes needed to transform the lead-to-revenue process to deal with today's digitally empowered buyer. Here’s what many B2B marketers find:
- L2RM creates significant organizational stress and disruption. Many L2RM pioneers jumped into L2RM initiatives without a full understanding of the potential disruption. In practice, L2RM exposes siloed marketing, introduces process rigor that frustrates creative marketing minds, taxes marketing bandwidth, exposes skills gaps, and challenges the traditional dynamic between sales and marketing.
- L2RM is not just about revenue performance. L2RM has proven results through increased volume, value, and velocity in the sales pipeline. But you must look beyond pipeline metrics to assess the impact. The payoff from L2RM investments comes from the deeper customer insights that, when shared across the company, help systematically win, serve, and retain increasingly empowered customers.
- L2RM must be scoped and managed as a business change initiative. A successful lead-to-revenue process will transform marketing — from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer buying cycle. But this transformation will require significant change — which must be managed — in marketing planning, tactics, and operations.
And that’s why Forrester has published the Lead-to-Revenue Playbook.
The Lead-to-Revenue Playbook is designed for business and consumer marketers who must power up their lead-to-revenue processesto achieve new customer acquisition, current customer expansion, and overall revenue growth. Lead-to-revenue management (L2RM) is not demand generation on steroids. It's an opportunity to create a new customer engagement model that will first disrupt, then transform, your marketing organization as you re-engineer sales and marketing processes and leverage new marketing automation software. Forrester's lead-to-revenue playbook provides practical guidance to B2B marketers— whether you're implementing, automating, or refining your L2RM process.
You can take a look at the documents comprising the playbook by clicking here (no registration required). And you can read the Executive Overview of the Lead-to-Revenue playbook by clicking here (registration required if you’re not a Forrester client).