Summary
Frontline marketing and frontline marketing strategy, also known as lifecycle revenue marketing (LRM), are proving their value as B2B game changers around the globe. Forrester’s B2B Frontline Marketing Survey, 2024, found that frontline B2B marketing teams with advanced LRM strategies are outperforming marketers with less mature strategies. Despite this promising trajectory, frontline marketing leaders say there is room for more improvements to drive growth. In this report, we describe the global state of frontline marketing and highlight data that shows the revenue impact and untapped potential of LRM as a frontline marketing strategy.
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