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For B2B Marketing Professionals

Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

March 29, 2016

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

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Why Read This Playbook

The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue growth. Lead-to-revenue management (L2RM) is not demand generation on steroids. It's an opportunity to create a new customer engagement model that will first disrupt, then 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 are now updating it to factor in new ideas and content.

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