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For B2B Marketing Professionals

Gauge Your L2RM Progress And Success

May 10, 2016

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  • By Lori Wizdo
  • with Peter O'Neill,
  • Matthew Camuso,
  • Rachel Birrell

Why Read This Report

B2B marketers implementing a lead-to-revenue (L2R) process for the first time, or expanding their L2R program, often feel they are navigating uncharted waters — but they're not alone! B2B marketers should learn from the experiences of their peers. Top performers engage with potential buyers in each of the four stages of the L2R process as and when those buyers want to. And once their efforts begin to drive revenue growth, top performers know what metrics to capture to prove to senior management and executives the full impact of implementing the L2R process. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy. We have evaluated the data and found it still relevant.

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Table of Contents

  • B2B Marketing Budgets Remain Stable — And Somewhat Stolid
  • B2B Top Performers Favor Different Tactics Across The L2RM Stages
  • Top Performers Manage L2RM Differently
  • Recommendations

  • Benchmark Your L2RM Process Against The Top Performers
  • Supplemental Material
  • Related Research Documents

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