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For B2B Marketing Professionals

Develop Your Revenue Growth And Acceleration Strategy

January 11, 2017

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

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Why Read This Report

The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (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 report helps B2B marketers power up their L2RM processes to improve new customer acquisition, current customer growth, and overall revenue growth. 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

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

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

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