Skip to main content

Save or Share this Report

For B2B Marketing Professionals

Get Your Revenue Marketing Transformation Off To A Fast Start

Lessons Learned From L2RM Pioneers

August 30, 2018

Primary author headshot


Why Read This Report

After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers have had difficulty sustaining ongoing improvement. To learn why, we analyzed the inquiries that B2B marketing practitioners with L2RM programs submitted to Forrester's analysts in the past year. This report highlights the most common pitfalls on the road to sustained improvement so that you can optimize your L2RM initiative — whether you're implementing, automating, or refining your L2RM process. 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 insights 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

  • A Well-Managed Process Yields Results
  • Early Adopters Have Learned Valuable Lessons
  • B2B Marketers Should Approach L2RM As A Balanced Change Initiative
  • Recommendations

  • Approach L2RM With A Balanced Agenda For Continuous Change
  • Supplemental Material
  • Related Research Documents

Recommended Research