Best Practice Report

First To The Future: What Lifecycle Revenue Marketing Means For Demand And Account-Based Marketers

 and  five contributors
May 01, 2023

Summary

With Forrester’s introduction of lifecycle revenue marketing (LRM), the accelerating convergence of demand and account-based marketing (ABM) has passed the tipping point and is now inevitable. LRM is a customer-obsessed growth strategy for all frontline marketing functions that breaks through silos, extends audience engagement, and connects marketing programs to the entire lifecycle of revenue opportunities. This report explores the impacts of LRM on the practices of demand and ABM. In addition, it provides a starting point for demand and ABM leaders to begin or continue the evolution of their processes, team capabilities, and enabling technologies to maximize their contributions to growth.

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