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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

November 27, 2017

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

Why Read This Report

B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand gen program. L2RM standardizes, automates, and scales the practices to engage with customers across the life cycle — from attraction to advocacy. This report helps B2B marketing leaders develop the acumen to organize the lead-to-revenue team, rapidly address a current marketing skills gap, and manage the important interfaces with their 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
  • Take Action And Make Investments To Ameliorate The Stress
  • Recommendations

  • Three Steps To Get Organized For L2RM Success
  • Related Research Documents

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