Optimize Revenue Results With An L2RM Business System

August 30th, 2018

Lori Wizdo

With contributors:

Caroline Robertson , Jacob Basseches , Kara Hartig

Summary

Companies that have implemented a managed lead-to-revenue (L2R) process are demonstrating results with about 30% better performance in marketing contribution to pipeline and revenue and 50% higher revenue growth. But those results don't come about without significant change in marketing planning, tactics, and operation. The lead-to-revenue-management (L2RM) business system is a planning construct to help B2B marketers operationalize their L2RM vision and ensure that they plan changes holistically. This is a significant 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 ideas and data.

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