Planning Guide 2023: Sales Operations

August 23rd, 2022

Steve Silver Vice President, Principal Analyst

With contributors:

Mike Pregler , Anne Slough , Anthony McPartlin , Robert Munoz , Seth Marrs , Marcel Bourre , Robin Whiting

Summary

Macroeconomic headwinds (e.g., inflation, global supply chain disruptions) create challenges and opportunities for sales and sales operations leaders. Acquiring and retaining customers and increasing customer lifetime value in a systematic, cost-efficient way is key. Yet only 17% of sales operations practitioners say they use macroeconomic trend and outlook data to inform annual sales planning, according to Forrester’s Winter Sales Survey, 2022. Those who weathered the pandemic by embedding customer obsession, improving analytics capabilities, streamlining sales processes, and investing in sales technology have an opportunity to capitalize on economies of scale and productivity.

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