Chart Your Course Report

Chart Your Course To Lifecycle Revenue Marketing

June 26th, 2023
With contributors:
Steven Casey , Emily Wen , Pippin Evarts , Arianne Burnette


As complex buying group behaviors threaten to elude traditional B2B marketing efforts, frontline marketing teams must unite and adopt a lifecycle revenue marketing (LRM) strategy to create better value realization opportunities for buyers and more growth opportunities for their organizations. Frontline marketing leaders shifting to an LRM approach may face major hurdles depending on the readiness of their organizations. Charting a course to LRM success using this report as a guide helps govern the initiatives required to change the vision, focus, work, and culture of frontline marketing functions so they can reach their full growth potential.

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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.