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For B2B Marketing Professionals

WEBINAR: Fund Your L2RM Business Case With A Focus On People And Process

January 22, 2014

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Lead-to-revenue management (L2RM) — what many refer to generally as marketing automation — standardizes, automates, and scales the important practices needed to engage with customers across their life cycle: from early-stage prospect to lifetime, loyal advocate. While the technology costs here can be modest, the scope of the investment is not. Yet, in this age of empowered buyers, marketing must work harder to get their attention, start a dialogue, turn them into qualified leads, and keep them from defecting. Investing in marketing automation is now an imperative for any successful marketing organization.

Chief Marketing Officers need to build a comprehensive business case with a strong focus on people and process to get the funding approved and the commitment to change. Marketing management, Sales Enablement, and Customer Insight Professionals must understand the nature of these investments so they can help build a convincing but realistic proposal.

Please join Laura Ramos, VP and principal analyst serving CMOs, as she explains how the right L2RM business case can help transform marketing from volume lead supplier to the revenue-generating engine of the firm, where growth comes from better communicating with and engaging both new and current customers.


  • Why prioritize marketing automation?
  • The L2RM Business Case: what's required to transform marketing
  • Skills and training needed to refit the B2B marketing mindset
  • Examples of L2RM successes

Key takeaways:

  • Identify the key L2RM costs associated with training, deployment, content development, data management, and process change.
  • Incorporate the entire customer life cycle into investment plans when building the L2RM business case.

Vendors mentioned: Act-On, Marketo, Oracle (Eloqua), ReadyTalk, (Pardot), and Silverpop.

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