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For B2B Marketing Professionals

New Roles, Skills, And Structures Are Needed For L2RM Success

January 29, 2019

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Why Read This Report

B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales the practices to engage customers across the life cycle — from attraction to advocacy. This report helps B2B marketing leaders organize the lead-to-revenue (L2R) team, address the current marketing skills gap, and structure the marketing team to ensure L2RM success. 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 ideas and data.

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Table of Contents

  • L2RM Catalyzed A B2B Marketing Transformation — And Some Stresses
  • Action And Investment Can Ameliorate The Stress
  • Recommendations

  • Get Organized For L2RM Success
  • Supplemental Material
  • Related Research Documents

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