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For B2B Marketing Professionals

Take The Measure Of Your L2RM Maturity

Assessment: The Lead-To-Revenue Marketing Playbook

October 23, 2017

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This is the Assessment report in The Lead-To-Revenue Marketing Playbook For 2018.

Why Read This Report

B2B marketers implementing a lead-to-revenue management (L2RM) program for the first time — or expanding an immature program — often underestimate the scope of the change required to transform this marketing process. We've developed 20 criteria across six competencies — strategy, organization, execution, performance management, data management, and technology — to assess the maturity of a L2RM program. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps.

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Table of Contents

  • Forrester's L2RM Assessment Methodology Gauges Six Competencies
  • Take The Assessment To Highlight Strengths And Expose Weaknesses
  • Recommendations

  • Use This Assessment As A Driving Platform To Lead Change
  • Supplemental Material
  • Related Research Documents

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