- Forrester Councils
- Councils Overview
- log in
Posted by Lori Wizdo on June 6, 2014
Marketing execs forecast a great number of top and bottom line results in order to get the budget to automate the lead-to-revenue process, fuel content marketing, and drive the marketing flywheel for lead production. Unfortunately, benefits don’t always happen according to plan. In fact, they don’t always happen. This leaves marketing leaders in a risky situation — no safety net, no assurances, and no soft landing — when it comes to accounting for the return on all that investment.
That’s the problem I set out to address in the most recent document in Forrester’s Playbook on Lead to Revenue Management. The report "Plan, Don't Hope, For Lead-To-Revenue Benefits" (subscription required) gives marketers a framework -- and offers three actionable tools — that can be used together to jumpstart and sustain a benefits realization discipline in your marketing organization:
At first glance, this looks like a lot of new, additional — and perhaps unnecessary — administrative overhead. But if you've already given thought to your expectations for L2RM, these tools are a natural extension of your thinking. We’ve included templates and guidance for each of these tools to make it easier for you to put this “theory” into “practice”.
Key Takeaway: It's OK to right-size your benefits management rigor. But never forget that without demonstrable benefits, your L2RM program is a demonstrable waste of time and money.
Forrester's CX Index
Predict how actions to improve CX will affect revenue performance.
Measure the customer experiences that matter most »
Free On-Demand and Live Events
Latest events from Forrester analysts, online and in person »