Lori   Wizdo

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

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

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: L2RM Practitioners Realize Performance Gains, But Significant Headroom Remains

    Benchmarks: The Lead-To-Revenue Playbook

    February 21, 2018Lori Wizdo

    In Q3 2017, Forrester surveyed 628 B2B marketers about their marketing strategies, plans, tactics, and use of marketing technologies. We analyzed the results of those whose firms had implemented a lead-to-revenue management (L2RM) automation system versus those whose firms had not. This report shares insight into what lead-to-revenue (L2R) marketers are doing and how well it's working as well as provides some guidance to help you get the most out of your L2RM investments.

  • For B2B Marketing Professionals

    REPORT: Making The Right Choices For Your L2RM Tech Stack

    Tools And Technology: The Lead-To-Revenue Playbook

    February 21, 2018Lori Wizdo

    B2B marketers depend on technology to collect data, generate insights, target audiences, and deliver relevant interactions. In fact, effective use of marketing technology is often the base for competitive advantage, enabling timely well-placed delivery of more personalized content to the right customers at the right time for the highest ROI. This report describes best practices that B2B marketing pros — and the technology teams that support them — should follow to design and automate their lead-to-revenue (L2R) process.

  • For B2B Marketing Professionals

    REPORT: Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Playbook

    February 21, 2018 Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their customer-facing marketing processes. It also provides an ROI model using Forrester's Total Economic Impact™ (TEI) framework. The TEI-based model helps B2B marketing leaders build a comprehensive business case with a balanced focus on technology, people, and processes to expose the full investment required.

  • For B2B Marketing Professionals

    REPORT: Forget The Funnel: The B2B Marketing Process Drives Revenue Performance

    Processes: The Lead-To-Revenue Playbook

    February 5, 2018Lori Wizdo

    High-performing marketing teams have more structured processes. As B2B marketers strive to introduce more process rigor into their execution, they stumble because the go-to concept of B2B marketing — the funnel — fails as a planning construct for lead-to-revenue management (L2RM) process definition. This report introduces a new framework — the engagement escalator — and a set of tools B2B marketers can use to create, validate, or fine-tune their L2RM process. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and data.

  • For B2B Marketing Professionals

    REPORT: Provisional L2RM Process Catalog

    February 5, 2018Lori Wizdo

    A well-designed and -documented process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous improvement. But fewer than half of all B2B marketers document their processes to make their marketing more effective. This document and its companion toolkit will jump-start your own process documentation. It illustrates the criteria for outcome elements that contribute to effective lead-to-revenue management (L2RM). This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas and data.

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