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For B2B Marketing Professionals

Get Your Revenue Marketing Transformation Off To A Fast Start

Lessons Learned From L2RM Pioneers

August 30, 2018

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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.

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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

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

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