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.


Lori is a summa cum laude graduate of Pennsylvania State University.

Lori Wizdo's Research

  • For B2B Marketing Professionals

    Report: Develop Your Revenue Growth And Acceleration Strategy

    The lead-to-revenue management (L2RM) strategic plan provides the link between the L2RM vision and the processes and tactics through which B2B marketers will realize this vision. This report des...

    • Downloads: 503
  • For B2B Marketing Professionals

    Report: Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    B2B marketers get it. They know they need to operate across their sales and marketing silos and get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant ...

    • Downloads: 204
  • For B2B Marketing Professionals

    Report: The Forrester Wave™: Through-Channel Marketing Automation Platforms, Q3 2015

    In Forrester's evaluation of through-channel marketing automation (TCMA) platforms, we identified 14 significant vendors — Averetek, Balihoo, BrandMaker, Brandmuscle, Bridgeline Digital, D...

    • Downloads: 199
  • For B2B Marketing Professionals

    Report: CRM Plus Marketing Automation Equals Engagement

    Customer relationship management (CRM) has traditionally been the core technology that organizations use to manage customer relationships. So it's no wonder that B2B marketers and their technolo...

    • Downloads: 221
  • For B2B Marketing Professionals

    Report: Turn Your Channel Into A Marketing Machine

    Most B2B companies have thought of B2B channels (agents, distributors, resellers, and so on) as distribution channels — or, more limitedly, sales channels — for many years. But B2B m...

    • Downloads: 174
  • For B2B Marketing Professionals

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

    The 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, an...

    • Downloads: 807
  • 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: 945
  • 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: 926
  • For B2B Marketing Professionals

    Report: The State Of Lead-To-Revenue Management

    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 fro...

    • Downloads: 816
  • For B2B Marketing Professionals

    Report: Marketing Tactics Of Top Tech Performers

    Tech marketers at top-performing tech companies demonstrate similar go-to-market strategies that set them apart from their peers at companies with average performance. The strategic mix leverage...

    • Downloads: 894
View all of Lori Wizdo's Research

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