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For B2B Marketing Professionals

Lessons Learned From Lead-To-Revenue Pioneers

Landscape: The Lead-To-Revenue Playbook

November 16, 2017

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This is the Landscape report in The Lead-To-Revenue Marketing Playbook For 2018.

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 120 inquiries that B2B marketing practitioners with L2RM programs submitted to Forrester's analysts in 2017. 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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