As B2B buyers rely on self-guided research, AI tools, and buying groups, many revenue leaders are questioning the future of revenue development reps (RDRs). The answer isn’t fewer RDRs — it’s a fundamentally reimagined role built around buying group insight, signal-based prioritization, and AI-enabled productivity.

Revenue development representative (RDR) roles aren’t disappearing in the face of AI-driven change; instead, they are becoming more strategic and central to revenue execution. High-performing organizations are repositioning RDRs to focus on buying group identification, signal monitoring, and account nurturing, while using AI to improve efficiency and decision-making. As B2B buyers complete most of their research independently and engage vendors later in the buying journey, revenue development teams must move away from lead-centric, activity-based models. In this report, we discuss RDRs’ current state and the adjustments they must make to meet changing buyer needs.

More programs don’t equal better outcomes. As buyer behavior changes, traditional channel-driven marketing programs are creating friction and inefficiency. This post explores Forrester’s research on marketing program orchestration and a practical workflow teams can use to reduce overlap and drive revenue impact.

As Millennials and Gen Zers take the lead in B2B buying groups, traditional revenue assumptions are breaking down. This post explores how digital native behaviors are reshaping buyer journeys, why sales and marketing processes are falling out of sync, and the practical changes that teams can make to meet buyers where they are.

This template was developed for frontline marketers to: improve buyer experience with orchestration across frontline marketing subfunctions; tightly integrate all frontline marketing teams, including field and event marketing, to reduce inefficient spend and misalignment; reduce budget management friction with a clear campaign and program framework; ensure inputs and outputs are defined and aligned by team; and align KPIs to workflows based on budget ownership and each team’s role. As you complete each step in the workflow, be sure to document the decisions you made and develop a change management plan for rolling out the new marketing program workflows to the functional roles/teams.

Marketing programs fail B2B buyers through excessive volume, poor coordination, and a lack of understanding of their needs. Traditional marketing approaches designed around siloed program execution and channel-specific tactics no longer work. The problem is compounded by weak alignment between business objectives, segments, and audiences and overreliance on lead‑based KPIs that incentivize activity over effectiveness. In this report, we outline how marketing can reduce buyer pain and drive growth by creating clearly defined, nonoverlapping audience segments tied to achieving business goals and orchestrating program delivery.

This B2B role profile provides a job description and competencies for an account development representative (ADR). This role is responsible for helping to identify and engage buying group members in strategic accounts — existing customers as well as new target accounts — through researching, mapping, analyzing, and engaging buying groups within these accounts to drive revenue growth.

Millennials and Gen Zers are reshaping B2B buying with digital-first expectations, leaving traditional sales and marketing tactics behind. If your revenue is flatlining, it might be time to rethink your approach.

Generational shifts are transforming B2B buying networks and internal teams and creating challenges for traditional revenue processes. Digital native (Millennial and Generation Z [Gen Z]) buyers have distinct preferences shaped by their consumer behaviors and expectations, which often lead to dissatisfaction with outdated marketing and sales practices. Multigenerational teamwork, strategic planning, and testing new tactics can rejuvenate those outdated B2B practices. This report uses data to uncover the root cause of unhappy buyers and presents recommendations for prioritizing digital natives’ insights while leveraging the best practices of Baby Boomer and Generation X (Gen X) buyers.

Forrester’s B2B Summit EMEA will explore different facets of revenue process transformation and how to fast-track customer-centered growth.