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For B2B Marketing Professionals

Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

Vision: The Lead-To-Revenue Playbook

December 15, 2017

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

Why Read This Report

Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle. In this report, we make the case for that focus shift and explore five pivot points to help B2B marketing leaders architect the transformation from demand generation to customer-obsessed marketing. 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.

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Table of Contents

  • L2RM Pioneers Have Demonstrated Revenue Performance
  • But Now Is The Time To Shift Focus From The Funnel To The Customer
  • Recommendations

  • Prepare For Disruption — It's The Flip Side Of Transformation
  • Supplemental Material
  • Related Research Documents

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