Customer Marketing: The Flip Side Of The L2RM Coin

Let's face it. We probably should have called it "lead-to-loyalty" instead of "lead-to-revenue." (Lead-to-revenue still sounds better . . . at least we're not talking about the funnel . . .)

What I am talking about is automating marketing — what Forrester calls the integrated set of goals, processes, and metrics that shape marketing practices from lead-generation-to-revenue events.

We see business-to-business (B2B) CMOs from companies large and small ramping up technology, processes, and new marketing skills to get their teams to better focus marketing activity on customer engagement and to measure their departments against revenue performance.

But here's the kicker; managing leads to revenue shouldn't end with a signed contract but should continue across the entire customer life cyle. It's about turning leads into long-term loyal customers. After all, a revenue event is a revenue event; it doesn't matter if it happens from engaging with a prospect or with an existing customer.

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