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 CIO Professionals

    REPORT: The CIO's Guide To Lead-To-Revenue Management

    Examining The CMO's World Through A CIO's Lens

    January 14, 2019 Leslie Joseph, Lori Wizdo

    Marketing teams today make ever greater demands on their firm's technology strategy and budgets. In response, today's CIOs must forge a close strategic partnership with their CMOs. To do so, they must learn the CMO's language, appreciate their challenges, set common goals, and work together to deliver value. This report, the first in a series that looks at various aspects of the CMO's world through a CIO lens, discusses lead-to-revenue management (L2RM).

  • For B2B Marketing Professionals

    REPORT: Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Marketing Playbook

    January 9, 2019Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary ingredients to craft a strategic plan and presents a simple framework to answer three fundamental strategic planning questions: "What do we do, for whom do we do it, and how do we excel?" 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: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Marketing Playbook

    January 7, 2019Lori Wizdo

    The lead-to-revenue (L2R) marketing playbook is for marketers who must power up L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. Lead-to-revenue management (L2RM) allows you to create a new customer engagement model that will transform your marketing organization as you re-engineer sales and marketing processes and leverage new marketing automation software. This playbook provides practical guidance for B2B professionals, whether they're implementing, automating, or refining their L2RM process. Forrester reviews and revises this report periodically for continued relevance and accuracy; we're now updating it to factor in new ideas and content.

  • For B2B Marketing Professionals

    REPORT: Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Marketing Playbook

    December 18, 2018Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the customer life cycle. In this report, we make the case for that focus shift and explore five pivot points to help B2B marketing leaders architect the transformation from demand generation to customer-obsessed marketing. 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 data.

  • For B2B Marketing Professionals

    REPORT: Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Marketing Playbook

    December 12, 2018Lori Wizdo

    To help you assess the maturity of your lead-to-revenue management (L2RM) program, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure, process, measurement, and technology. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps. This is an update of a previously published report; we revised this edition to factor in new data and introduce a new tool.

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