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For B2B Marketing Professionals

Case Study: Telus B2B Marketing Demonstrates The Value Of Lead-To-Revenue Management

Taking A Holistic View Of Managing Demand

April 14, 2011


  • By Andre Pino
  • with Peter Burris,
  • Peter O'Neill,
  • Sophia I. Vargas

Why Read This Report

In the evolving economy, the Telus Communications B2B marketing organization found that it was more important than ever to crystallize the value of marketing's contribution to the bottom line. The management team evaluated key processes and practices, realigned the department, and implemented new processes, practices, and technologies to meet business goals and demonstrate the contribution of marketing. These efforts have resulted in an eightfold increase in the lead-to-close rate.

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