Wave Report

Use The L2RM Platform Forrester Wave™ To Support Buyer Engagement

The Forrester Wave: Lead-To-Revenue Management Platform Vendors, Q1 2014

March 20th, 2014
Peter O'Neill, null
Peter O'Neill
With contributors:
Bradford Holmes , Tyler Otte , Michael Shrum


This report, originally written for customer insights professionals, includes content relevant to professionals responsible for sales enablement, especially those leading marketing for B2B companies. Here's why: Many business marketers are engaged in selecting automation software for their lead management process, including integration with the company's existing customer relationship management (CRM) systems. They are active in driving customer interest early in the buyers' process and take more responsibility to convert prospects into qualified leads. Lead-to-revenue management (L2RM), as Forrester calls this process, standardizes, automates, and scales the practices needed to engage with customers across their life cycle. This report shows sales enablement professionals how the nine most significant solution providers in the category — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, salesforce.com, Salesfusion, and Silverpop — manage the process, in particular the CRM integration. It will help marketing leaders select the right partner for their lead-to-revenue initiatives.

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