Skip to main content

Save or Share this Report

For B2B Marketing Professionals

Develop Your Revenue Growth And Acceleration Strategy

January 9, 2019

Primary author headshot


Why Read This Report

The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary ingredients to craft a strategic plan and presents a simple framework to answer three fundamental strategic planning questions: "What do we do, for whom do we do it, and how do we excel?" 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Using The Strategic Plan To Anchor Your L2RM Change Initiative
  • Using The Strategic Plan To Engineer The Pivot To The Customer
  • Using The Go-To-Customer Strategy Matrix To Accelerate The Pivot
  • Recommendations

  • Follow The Dos And Don'ts Of L2RM Strategic Planning
  • Supplemental Material
  • Related Research Documents

Recommended Research