Trends Report

Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

December 18th, 2018
With contributors:
Caroline Robertson , Matthew Camuso , Brandon Shaik , Kara Hartig


Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the customer life cycle. In this report, we make the case for that focus shift and explore five pivot points to help B2B marketing leaders architect the transformation from demand generation to customer-obsessed marketing. 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 data.

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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.