Trends Report

Optimize Revenue Results With An L2RM Business System

August 30th, 2018
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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.