What is L2RM?

L2RM means Lead-to-Revenue Management. According the Forrester’s White Paper on Automating Lead-To-Revenue Management. L2RM calibrates marketing and sales activities around a common success factor – revenue. The optimized process is yielding:

  1. Bigger pipelines
  2. Shorter sales cycle
  3. Higher transactional value
  4. Improved customer retention rates

Some believe that this is a critical marketing process.

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