Lead to revenue management refers to a set of methods, goals, and metrics that shape marketing operations throughout the whole customer life cycle.
Most often, lead to revenue management is applicable to B2B companies. It starts at the lead generation stage and then expands through every following buying phase to revenue generation.
The main purpose of this process is to evaluate revenue performance, in particular, how much profit a business receives from customers at each stage. Then, using revenue performance as a key metric, a company can assess customer engagement and determine effective ways of optimizing it for higher revenues.