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For B2B Marketing Professionals

Measure These Five Things To Continuously Improve Revenue Performance

Continuous Improvement: The Lead-To-Revenue Playbook

March 23, 2016

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

Why Read This Report

The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to improve the L2RM process requires a more comprehensive approach than simply measuring the results of marketing spending using revenue contribution metrics. To optimize revenue performance, B2B marketers need to optimize performance drivers. This report provides a framework for marketers to use to measure the things that matter for their unique goals and business contributions. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This edition factors in new ideas and data.

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  • Performance Measurement: A Holistic L2RM Scorecard To Drive Continuous Improvement

Table of Contents

  • Marketers Need To Improve Revenue Performance, Not Just Report It
  • Measure Revenue Performance With A Nuanced Mix Of What And When
  • Drive Continuous Improvement With A Holistic L2RM Scorecard
  • Recommendations

  • Champion Measurement As The Driver Of Continuous Improvement
  • Supplemental Material
  • Related Research Documents

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