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For B2B Marketing Professionals

Provisional L2RM Process Catalog

February 5, 2018

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Why Read This Report

A well-designed and -documented process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous improvement. But fewer than half of all B2B marketers document their processes to make their marketing more effective. This document and its companion toolkit will jump-start your own process documentation. It illustrates the criteria for outcome elements that contribute to effective lead-to-revenue management (L2RM). 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

  • A Light Touch Delivers Process Rigor Without The Mortis
  • Supplemental Material
  • Related Research Documents

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