Forrester Wave: Lead-to-Revenue Management Platform Vendors Q1 2014

Savvy B2B marketing leaders are going beyond revenue performance management to transform marketing into the architect of engagement across the customer life cycle. Lead-to-Revenue Management (L2RM) platform vendors are stepping up with tooling that enables customer-centric, multichannel, personalized marketing — at scale. Companies that have implemented an L2RM automation platform have seen results in both organizational maturity and business impact. According to a Forrester survey, L2RM platform users contribute more to the sales pipeline, have higher levels of process maturity, measure results more holistically and collaborate better with their sales colleagues.

The 75 evaluation criteria for the Forrester Wave(TM) looked at a mix of current product, future vision, and company strength. The criteria were grouped into three high-level buckets: Current Offering, Strategy, and Market Presence — which, combined, determined the Forrester Wave(TM) rankings of the nine most significant solution providers invited to participate in the assessment.