Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and documented L2RM process enables scalability, roots out excess cost, improves marketing execution, and provides the basis for continuous incremental improvement. Unfortunately, too many L2RM initiatives underperform because marketing execs devote inadequate attention to process definition and management. Perhaps an equal number stalls because the attempt to fully document the current state and define the future state leads to analysis-paralysis. Even seasoned marketing execs find it difficult to lead their teams to the right mix of marketing creativity and process rigor. Whatever the reason behind your passion for process, this November 2012 Forrester Research, Inc., report gives you a straightforward framework to create, validate, or fine-tune your L2RM process.
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