Use A Results Chain To Model Your Lead-To-Revenue Process

April 12th, 2018

Lori Wizdo

With contributors:

Caroline Robertson , Alexander Bullock , Kara Hartig

Summary

Forrester recommends that B2B marketing leaders use a results chain model to frame and scope the optimal lead-to-revenue (L2R) process. This document and its companion toolkit provides templates and instructions you can use with your team to apply this method. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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