Save or Share this Report

For B2B Marketing Professionals

Plan, Don't Hope, For Lead-To-Revenue Benefits

December 7, 2017

Primary author headshot


Why Read This Report

Countless benefits are forecast to build the lead-to-revenue management (L2RM) business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern L2RM performance. This report introduces three fundamental techniques (and offers three basic tools) that you can use to jump-start and sustain your benefits realization discipline. It's OK to right-size your benefits management rigor. But never forget that without demonstrable benefits, your L2RM program is a demonstrable waste of time and money. 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Benefits Realization Management Is A Must-Have For Success
  • To Manage L2RM Benefits, You Must First Understand Them
  • Tools To Jump-Start And Sustain Benefits Realization Management
  • Harness Or Dispatch Unexpected Benefits
  • Recommendations

  • Take An Active Stance In Managing L2RM Benefits Realization
  • Supplemental Material
  • Related Research Documents

Recommended Research