Lead-to-Revenue Management (L2RM)

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Definition

Lead-to-Revenue Management (L2RM) is a set of sales and marketing methods that focuses on generating revenue throughout the customer life cycle. More prominent in business-to-business (B2B) marketing and sales, L2RM starts in the lead generation phase and extends through each stage in the buyer's journey in order to evaluate how much money customers in each stage bring in.
Source: Margaret Rouse, Whatis.com on Tech Target

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IBM Marketing Cloud is a cloud-based digital marketing provider that offers email marketing, lead-to-revenue management and mobile engagement solutions. IBM Marketing Cloud uses customer data and individual behaviors, collected from a variety of sour...
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