Best Practice Report

Develop Your Revenue Growth And Acceleration Strategy

January 9th, 2019
With contributors:
Caroline Robertson , Brandon Shaik , Kara Hartig

Summary

The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary ingredients to craft a strategic plan and presents a simple framework to answer three fundamental strategic planning questions: "What do we do, for whom do we do it, and how do we excel?" 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 and data.

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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.