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For B2B Marketing Professionals

Lessons Learned From Lead-To-Revenue Pioneers

January 11, 2017

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

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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.

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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

  • Step Up To The Leadership Challenge Of L2RM
  • Supplemental Material
  • Related Research Documents

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