Trends Report

Measure These Six Things To Improve Revenue Performance

August 30th, 2018
With contributors:
Caroline Robertson , Allison Snow , Jacob Basseches , Kara Hartig


The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the lead-to-revenue (L2R) process requires a more comprehensive approach than simply measuring the results of marketing spending using revenue contribution metrics. This report provides a framework B2B marketers can use to optimize revenue performance by measuring the process that drives that performance. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. This edition factors in new ideas and data.

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