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For B2B Marketing Professionals

Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

Executive Overview: The Lead-To-Revenue Marketing Playbook

January 7, 2019

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This is the Executive Overview in The Lead-To-Revenue Marketing Playbook For 2019.

Why Read This Playbook

The lead-to-revenue (L2R) marketing playbook is for marketers who must power up L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. Lead-to-revenue management (L2RM) allows you to create a new customer engagement model that will transform your marketing organization as you re-engineer sales and marketing processes and leverage new marketing automation software. This playbook provides practical guidance for B2B professionals, whether they're implementing, automating, or refining their L2RM process. Forrester reviews and revises this report periodically for continued relevance and accuracy; we're now updating it to factor in new ideas and content.

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