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

  • For B2B Marketing Professionals

    Report: Plan, Don't Hope, For Lead-To-Revenue Benefits

    A great number of benefits are forecast to build the L2RM business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern L2RM performance. T...

    • Downloads: 252
  • For B2B Marketing Professionals

    Report: Automate Your End-To-End L2RM Process

    Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating bro...

    • Downloads: 869
  • For B2B Marketing Professionals

    Report: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall reven...

    • Downloads: 997
  • For B2B Marketing Professionals

    Report: Measure These Five Things To Continuously Improve Revenue Performance

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to improve the L2RM process requ...

    • Downloads: 767
  • For B2B Marketing Professionals

    Report: Navigate The Milestones On The L2RM Journey

    This report details the steps you need to follow to develop the implementation road map and operationalize your lead-to-revenue management (L2RM) vision. It's easy to lose your way on this trans...

    • Downloads: 471
  • For B2B Marketing Professionals

    Report: Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall reven...

    • Downloads: 997
  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014

    In Forrester's 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe, Cal...

    • Downloads: 1074
  • For B2B Marketing Professionals

    Report: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level

    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 cu...

    • Downloads: 1054
  • For B2B Marketing Professionals

    Report: Automate Your End-To-End L2RM Process

    Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating bro...

    • Downloads: 869
  • For B2B Marketing Professionals

    Report: Build An Adaptive, Efficient Process To Elevate Leads To Revenue

    A well-designed and documented lead-to-revenue management (L2RM) process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous increment...

    • Downloads: 863
View all of Lori Wizdo's Research

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