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For B2B Marketing Professionals

Measure These Six Things To Improve Revenue Performance

Performance Management: The Lead-To-Revenue Marketing Playbook

August 30, 2018

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This is the Performance Management report in The Lead-To-Revenue Marketing Playbook For 2019.

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 continuously improve the lead-to-revenue (L2R) process requires a more comprehensive approach than simply measuring the results of marketing spending using revenue contribution metrics. This report provides a framework B2B marketers can use to optimize revenue performance by measuring the process that drives that performance. 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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Table of Contents

  • Marketers Need To Improve Revenue Performance, Not Just Report It
  • Measuring The L2R Process With A Mix Of When And What
  • Managing Performance With Forrester's Holistic L2RM Scorecard
  • Recommendations

  • Champion Measurement As The Driver Of Enhanced Performance
  • Supplemental Material
  • Related Research Documents

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