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  • Lori Wizdo

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  • 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 Lessons Learned From Lead-To-Revenue Pioneers

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

    After bagging impressive early wins, lead-to-revenue-management (L2RM) pioneers find sustaining ongoing improvement hard. To learn why L2RM initiatives hit the wall, we analyzed 200 inquiries that...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • 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 Evaluate Your B2B Marketing Maturity

    Assessment: The B2B Marketing Playbook
    September 2, 2016 | Lori Wizdo

    We wrote this report for B2B marketing leaders who have committed to transforming their firms into customer-obsessed, data-driven, digitally agile, and technology-enabled organizations that address...

  • For B2B Marketing Professionals

    Report

    Report Get Ready For The B2B Marketing Renaissance

    Landscape: The B2B Marketing Playbook
    August 12, 2016 | Lori Wizdo

    Buyers have higher expectations in the age of the customer after fundamentally changing their buying behavior in this post-digital age. Yet too many B2B marketers aren't keeping pace. They must...

  • For B2B Marketing Professionals

    Report

    Report Turn B2B Marketing Into A Customer-Obsessed Organization

    Executive Overview: The B2B Marketing Playbook
    August 10, 2016 | Peter O'Neill, Lori Wizdo

    The next wave of competitive advantage for business-to-business companies will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what their customers...

  • For B2B Marketing Professionals

    Report

    Report TechRadar™: B2B Marketing Technologies, Q3 2016

    Tools And Technology: The B2B Marketing Playbook
    August 8, 2016 | Steven Casey, Laura Ramos

    B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with...

  • For B2B Marketing Professionals

    Report

    Report Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Strategic Plan: The B2B Marketing Playbook
    August 1, 2016 | Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life...

  • For B2B Marketing Professionals

    Report

    Report Brief: Marketo Goes Private

    To Create A New Marketing Automation Platform Or To Take A Break From Wall Street?
    June 6, 2016 | Lori Wizdo

    On May 31, 2016, Marketo announced that it had entered into a definitive agreement to be acquired by Vista Equity Partners (Vista) for $1.79 billion in a stock for cash deal. In this brief, we...

  • 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 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 Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Playbook
    March 29, 2016 | 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 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 Predictions 2016: B2B Marketing's New Mission

    How The Mandate To Target Lifetime Engagement Will Change B2B Marketing
    November 13, 2015 | Laura Ramos, Lori Wizdo

    B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. The result: a dramatic shift in the role and focus of B2B marketing organizations. This...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Through-Channel Marketing Automation Platforms, Q3 2015

    Amplify Your Marketing Voice With One Of These 14 Vendors
    August 4, 2015 | Tim Harmon, Lori Wizdo

    In Forrester's evaluation of through-channel marketing automation (TCMA) platforms, we identified 14 significant vendors — Averetek, Balihoo, BrandMaker, Brandmuscle, Bridgeline Digital,...

  • 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...