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For B2B Marketing Professionals

Balance People And Process To Fund L2RM

March 31, 2016

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This is the Business Case report in The Lead-To-Revenue Playbook For 2017.

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Why Read This Report

Lead-to-revenue management (L2RM) standardizes and scales the practices needed to engage with customers across their life cycle. While the technology costs here are modest, the scope of the change is not. This report shows B2B marketers how to compile a comprehensive business case with a strong focus on people and process to expose the full investment required. It also shows how to fund a business case that will transform marketing from volume-lead supplier to architect of customer engagement that drives results. 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, data, and other relevant research.

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Table of Contents

  • Lead-To-Revenue Investment Delivers Genuine Business Gains
  • The L2RM Business Case Must Fund Process And People First
  • Recommendations

  • Keep The L2RM Business Case Focused On The Vision
  • Supplemental Material
  • Related Research Documents

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