Lori Wizdo

VP, Principal Analyst

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How Do Buyer Journeys Relate To the Customer Life Cycle?

Lori Wizdo September 30, 2016
At Forrester, we’re pretty zealous in our recommendations that B2B marketers must shift their marketing focus from a product and channel centric approach to a customer-centric approach, using the customer life cycle as a design framework for company-wide engagement. The customer life cycle is simply the enterprise’s view of the phases a customer passes through […]
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Lead-to-Revenue Management Is Not Demand Gen On Steroids

Lori Wizdo August 18, 2015
Key Takeaway: Forrester's Lead-to-Revenue Playbook is designed for business and consumer marketers who must power up their lead-to-revenue processes to achieve new customer acquisition, current customer expansion, and overall revenue growth.  You can read the Executive Overiew of the playbook by clicking here. (Registration required if you're not a Forrester client).  Or you can just take […]
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Are Your Reps Butchering Your Early-Stage Leads?

Lori Wizdo July 29, 2015
Many lead-to-revenue practitioners are struggling to find the right process to manage the inbound leads (well, just traffic really) that their content marketing and thought leadership initiatives are generating. The most commonly mentioned challenge is whether or not to pass these leads to inside sales (or business development reps) to sort out the “hot leads” from […]
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Myth Busting 101: Insights IntoThe B2B Buyer Journey

Lori Wizdo May 25, 2015
There is turbulence in the B2B marketing zeitgeist. Why? The most quoted factoids of the modern marketing age have been discredited.  Are buyers really not 57% of the way through their journey before they speak with a vendor sales rep?  Are they really not sourcing 67% of their buying research online? Was it ever true?  […]
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B2B Buyer Journey Map Basics

Lori Wizdo May 25, 2015
Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. In a recent survey, 74% of business buyers told us they conduct more than half of their research online before making an offline purchase. This buyer dynamic changes the role of B2B marketing in a fundamental way. […]
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Keeping Everybody “On Message”

Lori Wizdo May 7, 2015
Well, the 2016 US presidential race has begun in earnest.  Every day a new candidate enters the race on the quest to headline the Republican or Democratic ticket.  I am a bit of a political junkie: not because I am a policy wonk, but because I am a marketing wonk. I love (ok, sometimes hate) […]
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Plan, Don’t Hope, For Lead-to-Revenue Benefits

Lori Wizdo June 6, 2014
Marketing execs forecast a great number of top and bottom line results in order to get the budget to automate the lead-to-revenue process, fuel content marketing, and drive the marketing flywheel for lead production. Unfortunately, benefits don’t always happen according to plan.  In fact, they don’t always happen.   This leaves marketing leaders in a risky […]
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Now Available: Forrester’s First Wave™ Evaluation Of Lead-To-Revenue Platform Providers

Lori Wizdo January 28, 2014
We recently wrapped up our first ever evaluation on lead-to-revenue management (L2RM) platforms.  In this 75-criteria evaluation, we identified the nine most significant solution providers in the category, and researched, analyzed, and scored them.  I want to extend my sincere thanks to each vendor in the report — Act-On, Adobe, CallidusCloud, IBM, Marketo, Oracle, salesforce.com, Salesfusion, […]
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Your Company Won An Award! Congrats. So What? Now What?

Lori Wizdo October 27, 2013
My eighty-six-year-old mother called me last night to tell me that she’s been “boiling eggs wrong all my life.” It seems she’d watched a cooking show and received some “best practice” advice. My mom is an excellent cook, so this made me realize that no matter how seasoned a veteran you are, there’s no harm […]
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Got a Plan for Marketing Summer Camp?

Lori Wizdo July 19, 2013
For B2B marketers, June 30th can have a ‘last day of school’ feel about it.  It’s a chance to catch our breath after a full slate of Q1’s kick-offs and launches and Q2’s promotions, tradeshows and roadshows.  But, like today’s kids, who no longer while away the summer playing in the woods or frolicking in […]
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Does Your Thought Leadership Program Need a PR Campaign?

Lori Wizdo May 8, 2013
B2B marketing leaders are striving to position their companies as “thought leaders.” And why not?  If you do not have a truly disruptive technology, product, service or idea (in which case you actually are a thought leader) being seen as a thought leader gives your company strategic differentiation. It helps you stand-out in the cacophony of […]
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Lead-To-Revenue Management Fosters Marketing/Sales Alignment

Lori Wizdo March 25, 2013
I’ve been having a lot of conversations, recently, about sales and marketing alignment. (Well, honestly, who working in B2B marketing hasn’t?)  In Forrester’s most recent Marketing Organization and Investment Survey, we asked the respondents (522 B2B marketing execs from companies with more than 100 employees) about the quality of collaboration between sales and marketing.  Fifty-seven […]
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Handholds For B2B Marketers On The Slippery Slope To “Cost Center”

Lori Wizdo February 24, 2013
I recently stumbled upon a very old quote from Peter Drucker, which completely nonplussed this lifetime marketer. Mr. Drucker observed (in his 1973 book Management: Tasks, Responsibilities, Practice) that the fundamental purpose of a business enterprise is to create a customer. And because of that, he said, “The business enterprise has two – and only […]
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Accelerating Revenue In A Changed Economy

Lori Wizdo January 24, 2013
A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”.  That is still true, but the wisdom has morphed a bit with the times – as wisdom is wont to do.  Today’s B2B buyers control their own journey through the buying […]
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Oracle Acquires Eloqua: A Quick Take on What it Means

Lori Wizdo December 21, 2012
Oracle announced today that it will acquire Eloqua, a SaaS marketing automation provider. Oracle’s stated motives address, head-on, the zeitgeist facing the 21st century marketer.   Today’s buyer definitely controls the buying process more than today’s seller controls the selling process. Digitally active and socially connected, buyers demand consistent, seamless, and seemingly sentient engagement across multiple […]
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Forget The Funnel! Introducing A New Metaphor For Lead To Revenue Process Management

Lori Wizdo November 6, 2012
I’ve seen too many lead-to-revenue initiatives underperform because insufficient attention was devoted to process.  And, I’ve seen an equal number stall because the attempt to document the current state and define the future state leads to analysis-paralysis.   It’s not fair to say that marketing organizations run their demand management completely without process.  What most marketing […]
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Dealing With The “People Part” Of Your Lead-To-Revenue Management Transformation

Lori Wizdo October 22, 2012
Demonstrating the revenue return on marketing investment is the No. 1 issue for B2B marketing executives. In Forrester’s Q4 2011 B2B Marketing Organizations And Investments Survey, when we asked marketing execs to identify the most important metrics for their marketing organization, 56% identified a revenue-related metric — compared with 44% for customer satisfaction and 40% […]
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Buyer Behavior Helps B2B Marketers Guide The Buyer’s Journey

Lori Wizdo October 4, 2012
Forrester research shows that today’s B2B buyer will find three pieces of content about a vendor for every one piece that marketing can publish or sales can deliver. They are finding this content in an ever-expanding number and variety of channels.  And they are accessing these channels from an increasingly diverse array of devices. Without […]
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The Missing Link In Social Media Use: Tracking Prospects

Lori Wizdo September 12, 2012
The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies. The report revealed that in the past year, these business giants have increased their adoption of blogging by 5%, their use of Twitter for corporate communications by 11%, and their use of Facebook pages by 8%. Sixty-two percent of the 2012 […]
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Are You Absolutely Sure You’re Doing Enough With Social?

Lori Wizdo March 28, 2012
I (Lori Wizdo) have just put the finishing touches on the content for tomorrow's (Wednesday, March 28 at 10am PT/1pm ET)  interactive webinar, Socialize Your Lead To Revenue Process.   B2B marketers (even tech marketers) are not sure their buyers are really engaged in social media for business purpose.  We'll see Forrester research that proves they are. We'll discuss how social marketing […]
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