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  • Marketing Measurement
  • Lori Wizdo

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The Marketing Measurement And Insights Playbook For 2018

Cross-Channel Attribution Puts The Science In Marketing Measurement

Marketers must change their attitude toward measurement: away from passively reviewing post-campaign reports and toward actively analyzing those past results to guide future plans. To make this...

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  • Report Measure These Six Things To Improve Revenue Performance

    Performance Management: The Lead-To-Revenue Marketing Playbook
    August 30, 2018 | 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 continuously improve the...

  • Report Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Marketing Playbook
    February 21, 2018 | Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their...

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

    December 7, 2017 | Lori Wizdo

    Countless benefits are forecast to build the lead-to-revenue management (L2RM) business case. Forrester recommends that B2B marketing executives implement a benefits realization program to govern...

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