Prospecting & QualifyingSales Leaders Blog

A NEW METAPHOR FOR LEAD TO REVENUE PROCESS MANAGEMENT – Forrester

Lead Creation and Lead Management

It’s not fair to say that marketing organizations run their demand management completely without process.  What most marketing organizations don’t have, however, is a consistent, end-to-end process to manage a single customer from lead origination to purchase, which is the heart of lead-to-revenue management.  And for that, I blame the funnel.  

As a construct for thinking about the lead-to-revenue process, the funnel fails spectacularly.  In this blog, I’ll introduce an alternative metaphor, the Lead-to-Advocate Escalator.

READ MORE>>>

Source: Forrester

Related Posts:

Leave a Comment: