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For B2B Marketing Professionals

The State Of Lead-To-Revenue Management

July 2, 2012

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  • By Lori Wizdo
  • with Bradford J. Holmes,
  • Sophia I. Vargas

Why Read This Report

To establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we analyzed 80 client inquiries on the topic that tech marketing professionals posed to us from October 2011 through March 2012. The inquiries, along with data from Forrester's Q4 2011 B2B Marketing Organizations And Investments Survey, reveal the baseline of current practice, helping you assess your own L2RM maturity. The advice we share with clients in inquiries can help you get started or move faster and with fewer slip-ups on your own journey — whether you're implementing, refining, or automating the L2RM process.

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Table of Contents

  • CEOs Expect Tech Marketing To Demonstrate An Impact On Revenue
  • 2012 Spending On Leads Is Rising, As Are Revenue Expectations
  • Tech Marketing Execs See L2RM As A Strategic Imperative
  • Marketers Struggle To Find A Firm Footing On Shifting Tactical Sands
  • Marketing Automation Is Fueling L2RM Initiatives

  • The Focus On Revenue Impact Is A New Marketing Mandate
  • Supplemental Material
  • Related Research Documents

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