Summary
After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers have had difficulty sustaining ongoing improvement. To learn why, we analyzed the inquiries that B2B marketing practitioners with L2RM programs submitted to Forrester's analysts in the past year. This report highlights the most common pitfalls on the road to sustained improvement so that you can optimize your L2RM initiative — whether you're implementing, automating, or refining your 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 insights and data.
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