Marketing Operations

Executing on B2B marketing objectives requires optimal performance from people, processes, and technology. Marketing operations leaders and teams must stay focused on marketing and business strategy, but also be agile to adapt to changing conditions. Explore our insights to strengthen and streamline marketing operations.

Discover how Forrester supports B2B and B2C marketing leaders.

Insights

Blog

Revenue Waterfall Functionality To Look For When Choosing Revenue Technology

Simon Daniels 6 hours ago
Here’s what to look for in revenue technology when evaluating platforms as part of adopting an opportunity-based waterfall.
Blog

Revenue Operations: Nine Myths And Two Realities

Laura Cross September 15, 2023
Revenue operations has exploded in popularity, but misconceptions about it abound. Here, we reveal nine common myths and highlight two key realities.

How Should CMOs Invest To Fuel Customer-Obsessed Growth?

Download our 2024 Planning Guide for B2B Marketing Leaders to see where to invest, divest, and experiment with funding your growth agenda.

Blog

How To Overcome Revenue Operations Constraints And Boost The Growth Engine

Simon Daniels August 24, 2023
Learn how revenue operations leaders can achieve more with less in the face of executive constraints and still deliver for the growth engine.
Blog

Is Your B2B Organization Insights-Driven?

Jerry Zhao August 17, 2023
Few organizations argue with the need to become insights-driven, but they may not fully understand what that requires.
Blog

2024 Planning: Revenue Operations And Four B2B Must-Do’s

Ross Graber August 9, 2023
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
Blog

B2C Marketing Operations: It’s Time To Shine

Jessica Liu August 2, 2023
Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? Unpredictable and fast-changing macroeconomic conditions? And industry variability with no one-size-fits-all model? B2C marketing has undergone so much change since the 2010 dawning of the age of the customer that companies have no choice but to become customer-obsessed now. Marketing […]
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2024 Planning: Asia Pacific Leaders Can Afford To Tone Down The Caution

Dane Anderson August 1, 2023
After a challenging past few years, business leaders in Asia Pacific can expect a brighter 2024. Learn how to capitalize with Forrester’s Planning Guides.

Grow Your B2B Revenue With Customer Obsession

Stop extracting customer value -- and start creating it. Read our report to learn how to sustain B2B success with a customer-obsessed growth engine that creates buyer value and revenue.

Webinar

Planning Guides 2024: B2B Marketing Leaders

Learn how you can put Forrester’s 2024 annual planning research to align your B2B marketing planning for success.
Blog

When It Comes To Revenue Technology, The Grass Isn’t Always Greener …

Simon Daniels July 28, 2023
Before contemplating changing a revenue technology platform, make sure that the prospect of greener grass isn’t luring you into making a bad decision.
Blog

How B2B Companies Will Win The Competition For Growth

John Arnold July 25, 2023
The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.
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One Destination, Many Paths: The Content Engagement Solutions Landscape

Phyllis Davidson July 24, 2023
B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]
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Check It Out: Now Is The Time to Examine Your Revenue Operations Capabilities

Vicki Brown June 29, 2023
Realize your maximum revenue operations potential and define your revenue operations strategy by starting with a maturity assessment of your revenue operations capabilities.

Advance B2B Marketing With Bold 2024 Budget Moves

Join us on Aug. 22 for a LIVE webinar to learn how your peers are shifting their 2024 B2B marketing budgets to drive business growth and revenue in unpredictable times.

Blog

The WIIFM (“What’s In It For Me?”) Of Revenue Operations

Anne Slough June 23, 2023
We interviewed a variety of sales, marketing, and revenue operations leaders to understand why revenue operations has grown dramatically in recent years and what assumptions leaders make about establishing a revenue operations function. Here's what they told us.
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Is Your Marketing Campaign Impactful, Manageable, And Measurable?

Jerry Zhao June 22, 2023
A recent roundtable surfaced challenges that B2B marketing leaders are struggling with. Here, we provide some solutions.
Webinar

How To Raise Your B2B Marketing Game With Revenue Process Optimization

Discover how and why revenue process efficiency and productivity are crucial to reaching your B2B marketing goals.
Webinar

The Future Of Revenue Operations

If you’re a B2B marketing leader in a high tech organization, watch this on-demand webinar to hear how organizations are evolving strategic marketing operations, sales operations, and revenue operations functions to deliver on customer value and commercial impact.
Blog

Revenue Operations Is The Key To Winning Today’s B2B Adventure Race

Seth Marrs June 6, 2023
Data, insights, and technology have become a superpower for aligning sales and marketing organizations. The relay race has shifted to an adventure race, supported by a fully integrated revenue lifecycle toolset.
Blog

Revenue Operations: Driving Better Customer Experiences And Growth

Cristina De Martini June 4, 2023
In constantly changing and highly complex B2B markets, organizational growth hinges on the ability to uncover value for customers. Forrester Decisions for Revenue Operations is designed to help organizations strengthen alignment across the revenue ecosystem to maximize customer value and company performance.
Blog

Navigating Centralized Operations: A Guide For B2B Regional Leaders

Jerry Zhao May 29, 2023
Modern marketing organizations are constantly changing and optimizing to stay competitive. We often see large corporations restructure their marketing functions from regionalized to central groups, from centralized to regional, or a certain level of hybrid. As a regional marketing leader, in any one of these states, the right mindset and capabilities to find balance and synergy are important to keep your team continuing to perform and shine. This blog shares quick thoughts for marketing executives and operations leaders in those areas with recommendations for building these capabilities.
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Where Does Marketing Measurement Fit In A B2B Revenue Operations Org?

Brett Kahnke May 24, 2023
When deciding whether to merge your marketing measurement and insights team into a combined revenue operations function, it’s critical to understand the full remit for a marketing measurement team and how well those accountabilities align with the priorities of the RevOps organization.
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