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For B2B Marketing Professionals

Build An Adaptive, Efficient Process To Elevate Leads To Revenue

Processes: The Lead-To-Revenue Playbook

March 2, 2016

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

Why Read This Report

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 incremental improvement. Unfortunately, too many L2RM initiatives underperform because marketing execs devote inadequate attention to process definition and management. Effective process management is a necessary condition for L2RM success, and this report gives L2RM practitioners a straightforward framework 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.

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Table of Contents

  • Time To Move B2B Marketing Execution From Art Toward Science
  • Establishing Your L2R Management Process
  • Recommendations

  • Take A Results-Based Approach To L2RM Process Definition

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