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For B2B Marketing Professionals

Model The ROI Of L2RM Investments

Business Case: The Lead-To-Revenue Marketing Playbook

February 21, 2018


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This is the Business Case report in The Lead-To-Revenue Marketing Playbook For 2019.

Why Read This Report

B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their customer-facing marketing processes. It also provides an ROI model using Forrester's Total Economic Impact™ (TEI) framework. The TEI-based model helps B2B marketing leaders build a comprehensive business case with a balanced focus on technology, people, and processes to expose the full investment required.

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Table of Contents

  • B2B Marketing Tech Investment Requires A Strong Business Case
  • Use Forrester's TEI Framework To Model The Financial Analysis
  • Use The Strategic Soft Stuff To Seal The Deal With Stakeholders
  • Recommendations

  • Make The Business Case The North Star Of Your L2RM Strategy
  • Supplemental Material
  • Related Research Documents

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