Tools For Defining And Documenting L2R Processes

The goal of lead-to-revenue (L2R) process management is not to move hundreds or thousands of "leads" through a process of sequential attrition until tens or hundreds of deals emerge. The goal of the L2R process is to build competence in taking a single lead through a process optimized for your L2R outcomes, and then repeat that process hundreds or thousands of times. Marketing execs need to focus their process management efforts on the tasks that have the most impact on moving prospective customers to a revenue event. This report details an approach and provides some tools you can use to jump-start the definition and documentation of the actions and outcomes that elevate your leads to revenue.