What is Lead to Revenue Management?

The definition of lead to revenue management describes an engagement model that integrates metrics, processes and goals that shapes marketing practices throughout the entire buying cycle. This process begins during lead generation, but then extends through every buying stage to revenue generation. The purpose of this process is to optimize customer engagement, using revenue performance as a key metric. The process may extend past customer acquisition, taking each customer’s lifetime revenue value into consideration.

Some specific tools that are utilized in a lead to revenue management engagement model would likely include CRM, marketing automation platforms to capture crucial customer data and sales acceleration tools that enable sales reps to more effectively engage leads by leveraging customer intelligence data that’s captured with marketing automation systems.