Provisional L2RM Process Catalog

A well-designed and -documented process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous improvement. But fewer than half of all B2B marketers document their processes to make their marketing more effective. This document and its companion toolkit will jump-start your own process documentation. It illustrates the criteria for outcome elements that contribute to effective lead-to-revenue management (L2RM). 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.