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Description
The seminal driver for lead-to-revenue management (L2RM) was the mandate to calibrate marketing's activities (and spend) to the result of revenue generation. Early adopters of the approach have seen significant gains by euthanizing underperforming pet programs and prioritizing investments on the basis of return on marketing investment (ROMI). But after copping the quick wins, revenue performance pioneers are finding it hard to continuously improve revenue performance. To truly optimize revenue performance, marketing execs need to optimize the drivers of that performance. Marketing execs need a framework to manage the metrics that matter for their unique goals and business. In this webinar, we discuss that framework.
Agenda:
- Introducing A Holistic Measurement Framework To Manage L2R Performance
- Exploring The Metrics Mix That Drives ROMI
- Establishing A Manageable Measurement System
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