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  • Lead-To-Revenue Management (L2RM)

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  • Report

    Report Lessons Learned From Lead-To-Revenue Pioneers

    Landscape: The Lead-To-Revenue Playbook
    November 16, 2017 | Lori Wizdo

    After bagging impressive early wins, lead-to-revenue management (L2RM) pioneers have had difficulty sustaining ongoing improvement. To learn why, we analyzed 120 inquiries that B2B marketing...

  • For B2B Marketing Professionals

    Report

    Report Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Playbook
    November 15, 2017 | Lori Wizdo

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue...

  • For B2B Marketing Professionals

    Report

    Report Take The Measure Of Your L2RM Maturity

    Assessment: The Lead-To-Revenue Playbook
    October 23, 2017 | Lori Wizdo

    B2B marketers implementing a lead-to-revenue management (L2RM) program for the first time — or expanding an immature program — often underestimate the scope of the change required to transform this...

  • For B2B Marketing Professionals

    Report

    Report B2B Marketers Must Step Up Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication
    June 28, 2017 | Lori Wizdo

    Savvy B2B marketers know that contextual, relevant content helps their company connect with customers in all stages of the life cycle. But communication can become muddled if different stakeholders...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    Vision: The Lead-To-Revenue Playbook
    January 19, 2017 | Lori Wizdo

    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...

  • For B2B Marketing Professionals

    Report

    Report Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook
    January 11, 2017 | Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q4 2016

    L2RM Automation Is Powering A B2B Marketing Transformation
    November 18, 2016 | Lori Wizdo

    In our 36-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the 11 most interesting solution providers in the category — Act-On, Adobe, bpm'online,...

  • For B2B Marketing Professionals

    Report

    Report How B2B Marketing Automation Service Providers Help Drive Marketing Transformation

    October 28, 2016 | Lori Wizdo

    The growing complexity of business-to-business (B2B) marketing automation creates challenges for practitioners who struggle with people, process, and technology. B2B marketers are thus turning to...

  • For B2B Marketing Professionals

    Report

    Report Account-Based Marketing Will Elevate, Not Eclipse, Lead-To-Revenue Management

    Account-Based Marketing (ABM) Is The Next Chapter In B2B Marketing Automation
    October 18, 2016 | Lori Wizdo

    The explosion of interest in ABM creates uncertainty for business-to-business (B2B) marketers who have invested in marketing automation to optimize their lead-to-revenue processes. Does ABM replace...

  • For B2B Marketing Professionals

    Report

    Report Gauge Your L2RM Progress And Success

    Benchmarks: The Lead-To-Revenue Playbook
    May 10, 2016 | Lori Wizdo

    B2B marketers implementing a lead-to-revenue (L2R) process for the first time, or expanding their L2R program, often feel they are navigating uncharted waters — but they're not alone! B2B marketers...

  • For B2B Marketing Professionals

    Report

    Report Plan, Don't Hope, For Lead-To-Revenue Benefits

    Performance Management: The Lead-To-Revenue Playbook
    April 6, 2016 | Lori Wizdo

    A great number of benefits are forecast to build the L2RM business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern L2RM performance. This...

  • For B2B Marketing Professionals

    Report

    Report Balance People And Process To Fund L2RM

    Business Case: The Lead-To-Revenue Playbook
    March 31, 2016 | Laura Ramos

    Lead-to-revenue management (L2RM) standardizes and scales the practices needed to engage with customers across their life cycle. While the technology costs here are modest, the scope of the change...

  • For B2B Marketing Professionals

    Report

    Report Automate Your End-To-End L2RM Process

    Tools And Technology: The Lead-To-Revenue Playbook
    March 29, 2016 | Lori Wizdo

    Myriad marketing automation vendors are vying to claim leadership in providing the software platforms to automate the lead-to-revenue management (L2RM) process. These vendors are integrating...

  • For B2B Marketing Professionals

    Report

    Report Measure These Five Things To Continuously Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook
    March 23, 2016 | Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to improve the L2RM process...

  • For B2B Marketing Professionals

    Report

    Report Navigate The Milestones On The L2RM Journey

    Road Map: The Lead-To-Revenue Playbook
    March 11, 2016 | Lori Wizdo

    This report details the steps you need to follow to develop the implementation road map and operationalize your lead-to-revenue management (L2RM) vision. It's easy to lose your way on this...

  • For B2B Marketing Professionals

    Report

    Report The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success

    Organization: The Lead-To-Revenue Playbook
    March 8, 2016 | Lori Wizdo

    Lead-to-revenue management (L2RM) standardizes, automates, and scales the practices needed to engage with customers across their life cycle — from early prospect to loyal advocate. But early...

  • For B2B Marketing Professionals

    Report

    Report Build An Adaptive, Efficient Process To Elevate Leads To Revenue

    Processes: The Lead-To-Revenue Playbook
    March 2, 2016 | Lori Wizdo

    A well-designed and documented lead-to-revenue management (L2RM) process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous incremental...

  • For B2B Marketing Professionals

    Report

    Report Understanding The Performance Levers In Your Lead-To-Revenue System

    How To Get Better And Better At Revenue Performance Management
    January 15, 2016 | Lori Wizdo

    In study after study, B2B marketers are demonstrating their commitment to measuring and reporting on revenue performance metrics. But, what do you do when the improvement trending stalls? Or what...

  • For B2B Marketing Professionals

    Report

    Report CRM Plus Marketing Automation Equals Engagement

    Modern Marketing Widens The Lead-To-Revenue Process Gap
    June 30, 2015 | Lori Wizdo, Kate Leggett

    Customer relationship management (CRM) has traditionally been the core technology that organizations use to manage customer relationships. So it's no wonder that B2B marketers and their technology...

  • For Application Development & Delivery Professionals

    Report

    Report CRM And Marketing Automation: Better Together

    Lead-To-Revenue Management Requires More Power Than Customer Relationship Management Offers
    May 15, 2015 | Kate Leggett, Lori Wizdo

    Application development and delivery (AD&D) professionals who support marketing have traditionally leveraged CRM solutions to identify prospective customers and manage active deals. But buyers use...

  • For B2B Marketing Professionals

    Report

    Report B2B Marketers Can Govern L2RM With The Funnel But Must Design To The Customer Life Cycle

    March 6, 2015 | Lori Wizdo

    The lead funnel (along with funnel derivatives such as the waterfall) gets well-deserved celebrity for giving business-to-business (B2B) marketing pros a metaphor to communicate the relevance of...

  • For CMO Professionals

    Report

    Report CMOs Must Prepare For Lead-To-Revenue Investments Now

    Balance People And Process To Fund L2RM
    August 19, 2014 | Laura Ramos

    This report, originally written for customer insights professionals, includes content relevant to CMOs, especially those leading marketing for business-to-business (B2B) companies. Here's why:...

  • For B2B Marketing Professionals

    Report

    Report Take Lead-To-Revenue Management Beyond The Campaign

    Leverage Contextual Multichannel Marketing To Keep Pace With The Evolved B2B Buyer
    July 18, 2014 | Lori Wizdo

    If your lead-to-revenue process is still driven by campaigns, you're behind the vanguard. Campaigns have lost power as a tactic to attract new buyers. And, campaigns have never been the most...

  • For B2B Marketing Professionals

    Report

    Report Which L2RM Platform Vendors Have An Edge In Europe?

    The L2RM Platform Forrester Wave™ From A European Point Of View
    May 13, 2014 | Peter O'Neill

    Many of the lead-to-revenue management (L2RM) automation vendors with a global reach have not yet seriously set up shop in Europe because they consider firms in that territory to be late adopters...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Lead-To-Revenue Management Platform Vendors, Q1 2014

    Due Diligence Required: These Vendors Are Great At Marketing
    January 21, 2014 | Lori Wizdo

    In Forrester's 75-criteria evaluation of lead-to-revenue management (L2RM) platform vendors, we identified the nine most significant solution providers in the category — Act-On, Adobe,...