Lessons Learned From Lead-To-Revenue Pioneers
January 11, 2017
Why Read This Report
After bagging impressive early wins, lead-to-revenue-management (L2RM) pioneers find sustaining ongoing improvement hard. To learn why L2RM initiatives hit the wall, we analyzed 200 inquiries that business-to-business (B2B) marketing practitioners with L2RM programs submitted to Forrester analysts in 2016. 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.
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.
This report is available for individual purchase ($499 USD).Purchase
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
- Step Up To The Leadership Challenge Of L2RM
- Supplemental Material
- Related Research Documents
Increase The Payoff For B2B Events With Digital Immersion
January 4, 2017 | Laura Ramos
Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement
January 19, 2017 | Lori Wizdo
Make Your B2B Marketing Thrive In The Age Of The Customer
July 21, 2016 | Laura Ramos