Trends Report

CMOs Must Prepare For Lead-To-Revenue Investments Now

Balance People And Process To Fund L2RM

August 19th, 2014
With contributors:
Mary Pilecki , Lori Wizdo , Elizabeth Perez


This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why: Business buyers have more access to tools and information to explore solutions prior to engaging in a formal purchase process. Marketing must more actively drive customer interest early in the buyers' process and take more responsibility to convert prospects into qualified leads. Lead-to-revenue management (L2RM) standardizes, automates, 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 CMOs how to discover and fund an L2RM business case, with an emphasis on people and process, that will transform marketing from being the volume lead supplier into the architect of customer engagement that drives results. This report is an update of "CMOs Must Prepare For Lead-To-Revenue Investments Now," originally issued to clients on December 18, 2013, and includes reference to complementary research published since then.

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