Trends Report

Balance People And Process To Fund L2RM

March 31st, 2016
With contributors:
Lori Wizdo , Peter O'Neill , Matthew Camuso , Peggy Dostie


Lead-to-revenue management (L2RM) standardizes and scales the practices needed to engage with customers across their life cycle. While the technology costs here are modest, the scope of the change is not. This report shows B2B marketers how to compile a comprehensive business case with a strong focus on people and process to expose the full investment required. It also shows how to fund a business case that will transform marketing from volume-lead supplier to architect of customer engagement that drives results. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We revised this edition to factor in new ideas, data, and other relevant research.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.