Charter Report

Need-To-Revenue Marketing Accelerates A Necessary Pivot — From Your Process To Your Buyer’s Process

L2RM Grows Up To Accommodate The Changing Buyer And Marketing’s New Purpose

April 15th, 2021
With contributors:
Caroline Robertson , Kerry Cunningham , Miriam ElKorchi , Diane Lynch


Need-to-revenue marketing (N2RM) is a business process that powers the transformation of B2B organizations from a legacy of lead-based marketing to a future of buyer-centric engagement. In this report, we introduce the N2RM architecture, a set of interlocking marketing disciplines that specify the construction of marketing programs, teams, and processes to support an N2RM initiative.

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