The New Physics Of LeadToRevenue InsideView（的新物理LeadToRevenue InsideView）.pdf

For: Technology The New Physics Of Lead-To-Revenue Marketing Professionals Management by lori Wizdo, March 28, 2013 key TakeaWays it’s Time To Take L2RM Beyond Revenue performance L2RM is not just about stepping up to responsibility for the impact of marketing spend on revenue performance, nor is it just about standardizing, automating, and scaling your current marketing practice. L2RM is a rapid evolution opportunity for marketing to catch up with an already evolved buyer. The Funnel is Not dead For B2B Marketers; it’s Just insuffi cient Th e funnel gets well-deserved celebrity for giving B2B marketers a metaphor to communicate the relevance of marketing activities to revenue production. But, as a construct for envisioning a transformational lead-to-revenue initiative, the funnel is insufficient. B2B marketers must embrace the new laws of L2RM physics. Build your L2R strategy To guide The Buyer Through The Journey Your L2RM strategy must be built around your target buyers and those buyers’ need for information and engagement as they move the processes of their buyer journeys. Th e goal of our L2RM process is to guide the buyer through the journey from need to outcome. L2RM is Transformational