Automating Lead-To-Revenue Management

The challenge of accelerating revenue in the face of rapidly changing buying behaviors and an exploding number of marketing vehicles is driving technology product and service companies to refine (and sometimes define) their lead-to-revenue management (L2RM) process. L2RM calibrates marketing and sales activities around a common success factor — revenue. The optimized process is yielding bigger pipelines, shorter sales cycles, higher transaction values, and improved customer retention rates. A myriad of marketing automation vendors are vying to claim leadership in providing the software platforms to automate this critical marketing process. These marketing automation vendors are rapidly integrating broad-reaching capabilities across a wide swath of marketing and sales automation categories to meet this need while streamlining and integrating the work of sales and marketing. But there is still work to be done. Tech marketers need to understand both the roots (current strength) and the vision (future strengths) of marketing automation vendors before investing in software technology to automate their L2RM processes.