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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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