Best Practice Report

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

May 1st, 2023
With contributors:
Steven Casey , John Arnold , Lisa Nakano , Laurynn Bedard , Arianne Burnette


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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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.