lead-to-revenue management (L2RM) 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 brings in. The goal of L2RM is to judge customer engagement through the lens of revenue ...

Customer Experience Management (CEM or CXM) Customer experience management (CEM or CXM) is the collection of processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. The goal of CEM is to optimize interactions from the customer's perspective and foster customer loyalty. To manage the customer experience, a company needs to create a customer-centric strategy that encompasses all interactions. Ho...