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For B2B Marketing Professionals

Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

Vision: The Lead-To-Revenue Playbook

January 19, 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 shift of focus and explore six pivot points to help business-to-business (B2B) marketing leaders architect the transformation from demand generation to customer life-cycle marketing. 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

  • L2RM Pioneers Succeeded With A Focus On Revenue Performance
  • L2RM Practitioners Must Now Shift Focus To Customer Engagement
  • Six Pivot Points Enable The L2RM Focus Shift
  • Recommendations

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

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