Develop Your Revenue Growth And Acceleration Strategy

The lead-to-revenue management (L2RM) strategic plan provides the linkage between the L2RM vision and the operational processes and tactics through which business-to-business (B2B) marketers will realize this vision. This report describes the various ingredients needed to cra? a strategic plan and presents a simple framework to answer the three fundamental strategic planning questions: “What do we do?” “For whom do we do it?” and “How do we excel?”

This report is for any B2B marketers who must power up their L2RM processes to achieve new customer acquisition, current customer growth, and overall revenue growth goals. 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.