Advance To Lifecycle Revenue Marketing Maturity

April 25th, 2023

With contributors:

Steven Casey , Emily Wen , Arianne Burnette

Summary

B2B marketing is changing because B2B buyers are changing. Now more than ever, B2B marketers in frontline functions such as demand, account-based, field, and customer marketing need a unified lifecycle revenue marketing (LRM) strategy to guide their advancing processes, technologies, and tactics. Organizations must break through silos, leverage a single view of the customer, and develop adaptive programs for a variety of buying motions. Forrester’s Lifecycle Revenue Marketing Maturity Assessment helps frontline marketing leaders evaluate their LRM maturity across four stages of transformation: LRM vision, LRM focus, LRM work, and LRM culture.

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