Revenue Operations
Revenue operations bridges strategy and execution to drive superior performance and growth. Explore Forrester’s insights for revenue operations leaders and teams to help accelerate business impact.
Insights
Blog
The Next Generation Of CPQ Won’t Look Much Like CPQ
The CPQ market is shifting fast as AI changes what solutions can do and which providers lead. Three priorities, outlined in The Forrester Wave™: Configure, Price, Quote Solutions, Q4 2026, can help buyers choose for where the market is going, not where it has been.
Blog
The Biggest Surprise From The New Revenue Enablement Platforms Forrester Wave™ Isn’t AI
The Forrester Wave™: Revenue Enablement Platforms, Q4 2026 found that customers are realizing value from their platforms but are still underutilizing many of the capabilities they own. The biggest challenge is not AI innovation but driving adoption, manager engagement, and operational execution across the organization.
Who Controls AI In 2027?
As AI transforms B2B go-to-market strategy, technology, security, and customer experience leaders must balance control with adaptation. Forrester’s Predictions 2027 guides, blogs, and webinars reveal what that requires.
Blog
Predictions 2027: B2B Go-To-Market Teams Must Adapt As AI Shifts Control To Buyers
AI is reshaping B2B buying and exposing weaknesses in traditional go-to-market strategies. Explore three predictions for 2027 and what providers must do to compete on credibility, adoption, and trust.
Blog
AI Won’t Save RevOps — It Will Redefine It
AI is absorbing many of the activities that have traditionally defined revenue operations. That doesn’t make RevOps irrelevant — it makes its current mandate obsolete. Learn why RevOps leaders must shift from operating processes to architecting how people, data, technology, and AI make and execute revenue decisions.
Blog
The World That Spawned RevOps Is Unrecognizable
Over the past decade, B2B go-to-market (GTM) organizations have grown increasingly complex and fragmented. Revenue operations (RevOps) functions emerged to drive consistency, efficiency, and alignment across the GTM processes and systems that connect sales, marketing, and product functions. While never seamless, RevOps managed the mission. It standardized processes, improved data quality, drove common metrics, and brought much-needed discipline […]
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Pricing Platforms Are Converging — Are You Ready?
Recent moves in the price optimization and management (PO&M) market point to a clear shift: The category is no longer just about pricing science. Vendavo has expanded its reach in semiconductor and channel-heavy markets through its agreement to acquire Model N’s high-tech business unit. This agreement adds deeper capabilities in distributor data, rebates, and channel […]
Blog
Stop Running Batting Practice In Sales: AI Role-Play Is The New Pitching Machine
Professional baseball evolved from batting practice to technology that simulates real game conditions. Sales training is now facing a similar inflection point. As AI role-play becomes more realistic, scalable, and effective, leading B2B organizations are rethinking how they build seller readiness and develop capabilities across their revenue teams.
Your Next Buyer Might Be An AI Agent
Agentic buying will touch 75% of B2B purchases by 2027. Explore Forrester's 2027 Predictions guide for B2B leaders to uncover five shifts needed to maintain trust and control.
Blog
The Rise Of The “Claude Cowboy” In RevOps
The rise of the “Claude Cowboy” signals a fundamental shift. As AI democratizes analysis and automation, the value of the RevOps function moves from producing reports to interpreting signals, managing risk, and guiding better decisions.
Blog
Get Ready For The GTM Singularity At Forrester’s B2B Forum EMEA
The ground is shifting beneath B2B go-to-market strategies — and the old rules no longer apply. At B2B Forum EMEA, learn how to navigate the GTM singularity and turn disruption into a catalyst for growth.
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Call For Entries: Forrester’s B2B Forum EMEA 2026 Awards
Has your B2B organization successfully navigated complex buying dynamics to achieve results? We’d love to hear from you if so. Share your story for a chance to be honored at our B2B Forum EMEA in London.
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Summit Attendees Get A GTM Readiness Reality Check
Attendance at our GTM transformation workshop in Phoenix underscored just how urgent the issue is. Here are a few of the key learnings.
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From Dread To Confidence: What A Live Experiment Revealed About Revenue Enablement’s Secret Powers
Enablement leaders don’t struggle to do the work; they struggle to measure and communicate its value in ways that generate responses from executives. At Forrester’s B2B Summit, a live workshop showed how rethinking what to measure and how to frame it for leadership can shift teams from uncertainty to clarity and confidence.
The B2B GTM 2027 AI Challenge Isn't Scale. It's Control.
Join Forrester analysts on December 3, 2026, to learn which B2B GTM predictions could reshape buyer engagement, sales, marketing, and product strategy.
Blog
The GTM Singularity Is Here, And We’re Ready: Parting Thoughts From B2B Summit North America
B2B Summit North America made one thing clear: Leaders know the ground is shifting, and they’re ready to adapt. Across three days, conversations centered on navigating the GTM singularity with confidence, alignment, and optimism.
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Mission Possible: Navigating The GTM Singularity
We’re doubling down on our mission to help B2B companies navigate the most complex buying dynamics many of us have ever witnessed. Embrace the opportunity to rethink how you grow — and emerge stronger.
Blog
Lessons From IT Security: How Revenue Enablement Builds Executive Relevance
Revenue enablement teams often deliver strong operational value but struggle to build sustained executive influence. Looking to IT security’s evolution, this blog explores how shifting from activity to business impact, balancing execution with foresight, and engaging leaders earlier can help enablement earn lasting strategic relevance.
Blog
CPQ Vendors Face A New Test: Handling Real-World Complexity
The Configure, Price, Quote Solutions Landscape, Q2 2026, reveals a new battleground where vendors differentiate by managing real-world complexity. Vendors compete on industry focus, interoperable architectures, and AI embedded directly into execution. Sales and revenue operations leaders must prioritize solution fit, governance, and scalability to support omnichannel growth and automate execution with confidence.
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It’s Time To End Disconnected GTM Efforts
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
Missed It? Watch How B2B Measurement Is Changing
Most measurement frameworks were built for buying journeys that look very different today. See why Ross Graber says attribution is becoming less reliable and how marketing leaders are adapting.
Blog
Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
Blog
What Oracle’s Layoffs Really Signal For B2B Marketing, Sales, And Revenue Operations
The framing of Oracle’s recent layoffs as an “AI replaces jobs” story is too simple. The real lesson for operations leaders isn’t to brace for AI disruption; it’s be ready when the operating model gets stress‑tested.
Blog
Agentish Vs. Agentic In GTM: Choose Control Over Autonomy
As AI agents move from assisting go‑to‑market teams to executing revenue workflows, B2B leaders and revenue technology providers face a fundamental design tension: How much autonomy is safe when revenue, compliance, and trust are on the line? In revenue-focused systems, the distinction between “agentish” and fully agentic AI isn’t academic. It’s existential. AI is rapidly […]
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