The seminal driver of Lead-to-Revenue Management (L2RM) was the need to calibrate marketing's spend to the result of revenue generation. Today, revenue performance has become a standard measure, but 10 years ago that seminal idea was radical. It required cultural change and some significant reengineering and automation of marketing and sales processes. Early adopters have seen significant gains by euthanizing under-performing pet programs and prioritizing investments on the basis of return on marketing investment (ROMI). But, after copping the quick wins, L2RM pioneers are finding it hard to continuously improve revenue performance. It's really time to broaden"”or maybe just clarify"”our vision for L2RM.
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