Best Practice Report

New Roles, Skills, And Structures Are Needed For L2RM Success

January 29th, 2019
With contributors:
Caroline Robertson , Brandon Shaik , Kara Hartig


B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales the practices to engage customers across the life cycle — from attraction to advocacy. This report helps B2B marketing leaders organize the lead-to-revenue (L2R) team, address the current marketing skills gap, and structure the marketing team to ensure L2RM success. 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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