As acronyms go, L2RM (lead-to-revenue management let’s not forget) is a good one within the B2B space, but as with all things, it can be improved.
Let’s look at it closely. The lead to revenue part works best, because that defines exactly almost the whole process, because we are taking a lead and converting it into a sale. That’s the whole point of the exercise afterall. What’s more, the focus is the revenue part of the exercise, gaining the customer. Essentially, it’s a more managed approach than the traditional marketing-to-sales process.