Summary
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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