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For CIOs

The CIO's Guide To Lead-To-Revenue Management

Examining The CMO's World Through A CIO's Lens

January 14, 2019


Why Read This Report

Marketing teams today make ever greater demands on their firm's technology strategy and budgets. In response, today's CIOs must forge a close strategic partnership with their CMOs. To do so, they must learn the CMO's language, appreciate their challenges, set common goals, and work together to deliver value. This report, the first in a series that looks at various aspects of the CMO's world through a CIO lens, discusses lead-to-revenue management (L2RM).

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Table of Contents

  • Marketing Has Evolved Into A Revenue Center
  • L2RM Is A Fundamental Change To Business As Usual
  • CMOs Need A Robust Stack Of Technology Capabilities
  • Recommendations

  • The CIO Has A Lot To Bring To The L2RM Table
  • Supplemental Material
  • Related Research Documents

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