Challenges Facing Revenue Leaders And Their Teams
Revenue operations leaders are navigating a complex and rapidly changing environment that makes consistent execution difficult.
- Disconnected GTM motions create inconsistent execution and poor buyer experiences
- Planning models break under constant market and organizational volatility
- Pressure grows to prove measurable impact with constrained budgets
- Fragmented tech stacks and data limit insight and operational efficiency
- AI expectations outpace operational readiness across teams
To succeed, revenue leaders must shift from reactive coordination to deliberate design of a connected, data-driven revenue engine.
The Data Behind Today’s Revenue Operations Challenges
of revenue operations leaders say their processes lack flexibility to respond to market change
admit their revenue plans are based on gut feel instead of data
of sales leaders cite creating a single customer view as their top execution challenge
Strengthen Your Revenue Engine With Proven Frameworks
Align Revenue Operations Around Customer Value
The Forrester Customer-Obsessed Revenue Operations Strategy Model helps revenue leaders align operations on delivering customer value while driving sustainable growth. The model outlines five essential capabilities that enable teams to scale efficiently, improve cross-functional alignment, and create more connected customer experiences. By serving as the operational engine behind go-to-market execution, the model helps organizations turn customer understanding into measurable business impact.
Unify GTM Execution Across Processes
The Forrester B2B Process Chain Framework helps organizations understand, align, and optimize the interconnected processes that drive go-to-market success. It organizes B2B activities into sequential, continuously connected categories, providing a clear view of how work flows across teams and functions. By making process dependencies visible and actionable, the framework helps marketing, revenue, and product leaders improve alignment, increase operational effectiveness, and create more consistent customer and business outcomes.
Questions We Answer
The Questions Forrester Helps Answer For Revenue Leaders
Forrester helps revenue leaders create alignment across marketing, sales, customer success, and revenue operations by connecting strategy, planning, processes, and performance measurement. Our research and frameworks establish shared goals, common metrics, and coordinated execution models that improve collaboration, reduce friction, and increase accountability across the entire revenue engine.
Forrester helps organizations improve forecasting by replacing intuition-based planning with data-driven models, scenario planning, and leading indicators that reflect changing market conditions. We provide proven approaches to revenue planning, performance management, and operational decision-making that increase forecasting confidence while helping teams adapt more effectively to volatility.
Forrester defines a modern revenue engine as one built around buyers rather than internal functions. Our research shows how to align marketing, sales, and customer success around buying groups, customer journeys, and shared data. This approach creates more relevant experiences, stronger engagement, and better revenue outcomes throughout the customer lifecycle.
Align Marketing And Sales Teams On Customer Value
Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.
Forrester Decisions For Revenue Operations
Forrester Decisions for Revenue Operations delivers research, frameworks, and hands-on support to help you design and operate a high-performing revenue engine. It enables you to align GTM strategy, improve operational efficiency, and drive measurable business impact with confidence.
What’s Included In This Service
Insights
Shape strategy, guide transformational change, and stay ahead of the curve with leading research and insights.
- Customer obsession research
- Customer insights
- Trends and predictions
- Market forecasts
- Industry highlights
- Planning guides
- Technology and service provider landscapes
- Forrester Wave™ evaluations
Tools
Empower your team to conquer your priorities with proven strategic models and plug-and-play templates.
- KPIs and peer benchmarks
- Assessments
- Strategic models and frameworks
- Execution tools and templates
- Forrester Wave™ evaluations for your function
- Certification courses
Guidance
Accelerate progress and de-risk decisions with expert advice and hands-on support tailored to you and your team.
- Guidance sessions
- Peer discussions
- Event attendance
- Client webinars
- Dedicated relationship management
Forrester AI Where You Work
Powered by generative AI, Forrester AI helps clients make progress on their top initiatives faster, with trusted answers from Forrester research. Get AI-powered insights and advice from Forrester directly in the tools you use every day.
Support For Revenue Leaders And Their Teams
Forrester supports revenue leaders and their teams with research, consulting, and events that build capabilities and drive performance.
Executive
Leverage support from a trusted partner and former executive who understands your challenges and supports your strategic agenda every step of the way. Availability may vary by geographic region.
Leader
Procure deep expertise across your functional discipline through expert-led guidance sessions that help you apply unique research, tools, and data to your specific needs.
Team
Develop a common language and toolset to strengthen your team’s expertise and skills with access to relevant certification courses and insights.
AI Access
Equip everyone in your organization to get trusted advice fast through AI in a flexible self-service model.
Key Benefits For Revenue Leaders
Revenue leaders who partner with Forrester are better equipped to design and operate a high-performing revenue engine in complex environments.
- Align GTM strategy, planning, and execution across all revenue functions
- Improve forecasting accuracy with data-driven planning models
- Deliver consistent, buyer-centric experiences across channels
- Reduce inefficiencies by rationalizing technology and data systems
- Strengthen operational resilience in volatile market conditions
- Translate strategy into clear, actionable frontline execution
Starting Your Forrester Journey
From day one, your Forrester partnership is focused on helping you move faster on your most important initiatives. Together, we’ll turn your priorities into a clear, actionable plan for achieving your goals.
- Align on priorities and outcomes
Start with a structured kickoff to clarify your top initiatives and define success. - Activate insights and expertise
Work with a Forrester research leader to translate your top initiatives into an action plan. - Drive progress and prove value
Stay on track with ongoing guidance and support that advance initiatives and show impact over time.
What Our Clients Are Saying
Harness Data To Reignite Growth
Learn how Forrester’s data and research empowered Onyx CenterSource to make bold decisions and recover from the pandemic downturn.
Boost Sales Productivity To Drive Record Results
Hear from ArcBest’s Chief Sales and Customer Engagement Officer on how working with Forrester paved the way to a banner year.
Upcoming Events For Revenue Leaders
Complimentary Webinars
Predictions 2026 Webinar: B2B Marketing, Sales, & Product
Revolutionizing B2B Marketing With Adaptive Programs For Buying Groups
Drive Long-Term Growth With A Customer-Centric Revenue Transformation
Explore Related Marketing Roles
Revenue leaders work closely with marketing and product leaders to bring new offerings to market, deliver customer value, and drive growth. Forrester helps these teams align strategies, priorities, and execution across the product lifecycle.
B2B Marketing Leaders
For leaders responsible for driving market awareness, demand, and growth, our research and guidance supports go-to-market strategy, audience engagement, revenue alignment, and marketing effectiveness.
Demand & ABM Leaders
For leaders responsible for generating pipeline and accelerating revenue growth, our research and guidance supports demand strategy, account engagement, sales alignment, and orchestrating buyer-centric programs that drive measurable business impact.
Portfolio Marketing & Product Leaders
For leaders responsible for defining and delivering offerings that win in the market, our research and guidance supports portfolio strategy, product innovation, and stronger alignment with customer needs and business goals.
Frequently Asked Questions
How can we create a single, unified view of the customer?
Creating a unified customer view requires more than connecting systems. Forrester helps revenue leaders align data models, processes, and measurement across marketing, sales, and customer success to create consistent account and buying group visibility. This enables better decision-making, more coordinated engagement, and a deeper understanding of customer needs throughout the revenue lifecycle.
How do we reduce disconnects across our GTM teams?
Forrester helps organizations reduce friction between revenue teams by establishing shared goals, standardized processes, and common performance metrics. Our frameworks connect strategy, planning, and execution across marketing, sales, customer success, and operations, helping teams work as a coordinated system that delivers more consistent customer experiences and business outcomes.
How should we approach AI in revenue operations?
Forrester recommends starting with strong data, clearly defined processes, and measurable business objectives before scaling AI initiatives. We help revenue leaders identify high-value use cases, assess operational readiness, and implement AI capabilities that improve planning, forecasting, productivity, and customer engagement while maintaining alignment with revenue goals.
How do we optimize our revenue technology stack?
Forrester helps revenue leaders evaluate technology investments through the lens of business outcomes, operational efficiency, and customer impact. Our research provides guidance to rationalize tools, reduce redundancy, improve integration across platforms, and prioritize investments that strengthen execution, increase visibility, and support long-term revenue performance.
How do we ensure strategy translates into execution?
Forrester helps leaders bridge the gap between planning and results by connecting strategic priorities to processes, workflows, enablement programs, and performance metrics. Our frameworks ensure that decisions made at the leadership level are translated into consistent frontline actions, improving accountability, execution quality, and organizational performance.
Meet A Few Of Our B2B Revenue Analysts
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Stop Running Batting Practice In Sales: AI Role-Play Is The New Pitching Machine
From Dread To Confidence: What A Live Experiment Revealed About Revenue Enablement’s Secret Powers
Lessons From IT Security: How Revenue Enablement Builds Executive Relevance
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