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For B2B Marketing Professionals

The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success

Organization: The Lead-To-Revenue Playbook

March 8, 2016

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

Why Read This Report

Lead-to-revenue management (L2RM) standardizes, automates, and scales the practices needed to engage with customers across their life cycle — from early prospect to loyal advocate. But early adopters have learned that L2RM is not just about giving an existing team some new tools to go about the business of lead generation and management. This report aims to give B2B marketers the acumen to: organize the lead-to-revenue team; rapidly address a current marketing skills gap; and manage the important interfaces to other departments to ensure L2RM success. 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 Creates Unanticipated Organizational Stress
  • Key Actions And Investments Can Ameliorate The Stress
  • L2RM Requires A Commitment To Collaboration — And Leadership
  • Recommendations

  • Three Steps To Get Organized For L2RM Success

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