51 results in Reports
Sort by:
Refine
  • Lori Wizdo

Search Results

  • For B2B Marketing Professionals

    Report

    Report Develop Your Revenue Growth And Acceleration Strategy

    Strategic Plan: The Lead-To-Revenue Playbook
    December 8, 2017 | 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...

  • For B2B Marketing Professionals

    Report

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

    Performance Management: The Lead-To-Revenue Playbook
    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...

  • For B2B Marketing Professionals

    Report

    Report Navigate The Milestones On The L2RM Journey

    Road Map: The Lead-To-Revenue Playbook
    December 1, 2017 | Lori Wizdo

    This report is for B2B marketing professionals who must power up their lead-to-revenue processes to achieve goals for new customer acquisition, current customer expansion, and overall revenue...

  • 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
    November 27, 2017 | Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand gen program. L2RM standardizes, automates, and scales the...

  • For B2B Marketing Professionals

    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 Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer
    October 5, 2017 | Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    July 26, 2017 | Steven Casey, Steven Wright, Lori Wizdo

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer...

  • For B2B Marketing Professionals

    Report

    Report The Strategic Messaging Assessment

    Evaluate Your Message Management Discipline
    June 28, 2017 | Lori Wizdo

    Business marketers know that communication can become muddled — affecting customer experience and engagement outcomes — as different stakeholders engage with customers without the connective tissue...

  • 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 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

    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 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 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 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...