Trends Report

Forget The Funnel: The B2B Marketing Process Drives Revenue Performance

February 5th, 2018
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Matthew Camuso , Alexander Bullock , Kara Hartig


High-performing marketing teams have more structured processes. As B2B marketers strive to introduce more process rigor into their execution, they stumble because the go-to concept of B2B marketing — the funnel — fails as a planning construct for lead-to-revenue management (L2RM) process definition. This report introduces a new framework — the engagement escalator — and a set of tools B2B marketers can use to create, validate, or fine-tune their L2RM process. 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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