The latest article on ‘The Forrester Blog’ is titled “Dealing with the “People Part” of your Lead-to-Revenue Management Transformation”.

Lori Wizdo says, “Demonstrating the revenue return on marketing investment is the No. 1 issue for B2B marketing executives.  In Forrester’s Q4 2011 B2B Marketing Organizations And Investments Survey, when we asked marketing exec s to identify the most important metrics for their marketing organization, 56% identified a revenue-related metric — compared with 44% for customer satisfaction and 40% for brand awareness.   So, it’s no wonder that marketing automation solution vendors vociferously tout the ability of their solutions to track the revenue performance of marketing campaigns and programs”.

Dealing with the “People Part” of your Lead-to-Revenue Management Transformation

The Forrester Blog

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