Vision Report

Organizations Need New Roles, Skills, And Structures For Need-To-Revenue Marketing Success

April 2nd, 2021
With contributors:
Caroline Robertson , Miriam ElKorchi , Diane Lynch


Savvy marketing leaders are leveraging need-to-revenue marketing (N2RM) to engineer a pivot from being suppliers of leads for the load-bearing sales force to becoming engineers of customer engagement across the lifecycle. But, in practice, N2RM exposes siloed marketing, introduces process rigor that frustrates creative marketing minds, taxes marketing bandwidth, exposes skills gaps, and challenges the traditional dynamic between sales and marketing and product management. This report helps N2RM leaders ameliorate common stress points by using shared services and centers of excellence (COEs) to determine where and how the actual work gets done plus a cross-functional governing team to ensure N2RM success.

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This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.