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• Report Develop Your Revenue Growth And Acceleration Strategy

  January 9, 2019 | Lori Wizdo

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

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

  December 18, 2018 | 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...

• Report Take The Measure Of Your L2RM Maturity

  December 12, 2018 | Lori Wizdo

  To help you assess the maturity of your lead-to-revenue management (L2RM) program, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure,...

• Report Q&A: B2B Marketing Automation Platforms 101

  Get To The Heart Of The B2B Martech Stack

  November 21, 2018 | Lori Wizdo

  The B2B marketing technology landscape is confusing, with thousands of vendors in dozens of categories. But one application category is the heart of the B2B marketing technology (martech) stack. It...

• Report The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2018

  18 Technologies Underpin Modern B2B Marketing

  October 25, 2018 | Steven Casey, Laura Ramos, Mary Shea

  B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and...

• Report The Forrester Wave™: B2B Marketing Automation Platforms, Q4 2018

  The Six Providers That Matter Most And How They Stack Up

  October 15, 2018 | Lori Wizdo

  In our 36-criteria evaluation of B2B marketing automation platform (MAP) providers, we identified the six most significant ones — Act-On Software, bpm'online, Marketo, Oracle, Salesforce, and SAP —...

• Report The B2B Marketing Practice Is Halfway To Awesome

  September 17, 2018 | Lori Wizdo, Matthew Camuso

  Forrester introduced the term lead-to-revenue marketing (L2RM) in 2010 to describe a customer-centric business system for marketers whose offerings mandate a long, complex, or highly considered...