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For B2B Marketing Professionals

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

Performance Management: The Lead-To-Revenue Playbook

April 6, 2016

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This is the Performance Management report in The Lead-To-Revenue Playbook For 2017.

Why Read This Report

A great number of benefits are forecast to build the 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 can be used together to jumpstart 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.

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Tools And Templates

Models and Calculators

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  • Snapshot Of The Lead-To-Revenue Management Benefits Realization Plan

Document Templates

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  • Fragment Of A Lead-To-Revenue Management Results Chain Model
  • Snapshot Of The Lead-To-Revenue Management Benefits Register

Table of Contents

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

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

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