Lead-to-Revenue Management (L2RM) is another way to define the need to calibrate marketing’s spend to the result of revenue generation.
Apart from buying and implementing some technology, what else do you need and what is the “real” priority, in terms of cost and effort?
L2RM is described as a strategic marketing initiative that will first disrupt, and then transform, your marketing organization. Often driven by referencing Marketing Automation, the concept is solid, however is another example of the singular approach to improving revenue.
Aligning to the buyer cycle will need technology and process, but the other CORE influencers are often overlooked, mostly due to ignorance than anything else. There is much more to improving revenue performance than adopting the latest technology tool.
Learn more about what you need to build by reading “Secrets to building a Revenue Engine®”