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Description
Lead-to-revenue management (L2RM) is not only about giving existing teams new tools to go about the business of generating more good leads for sales. And it means more than simply measuring the results of marketing spend by the metric of revenue contribution. L2RM is a strategic initiative that will disrupt, and then transform, your current marketing processes. Your marketing team will define new processes, learn new technology, and rethink its role in the company. In practice, a transformational L2RM initiative requires B2B marketers to change substantially in a number of strategic and tactical areas.
To help B2B marketers build, re-engineer, or retrofit their L2R process, we have developed this lead-to-revenue playbook. This session introduces the playbook, describes its various reports, and outlines how B2B marketers can use the reports to optimize their lead-to-revenue initiative program.
Agenda:
- A Perspective For Lead-To-Revenue Management
- The Five Mandates Of A Modern L2R System
- Leveraging L2RM As A Vehicle For Marketing Transformation
- Using The Lead-To-Revenue Playbook
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