The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success
Lead-to-revenue management (L2RM) standardizes, automates, and scales the practices needed to engage with customers across their life cycle — from early prospect to loyal advocate. But early adopters have learned that L2RM is not just about giving an existing team some new tools to go about the business of lead generation and management. This report aims to give B2B marketers the acumen to: organize the lead-to-revenue team; rapidly address a current marketing skills gap; and manage the important interfaces to other departments to ensure L2RM success. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy; we revised this edition to factor in new ideas and data.