Vision Report

Orient Revenue Operations To Customer Value

Connect Strategy And Execution To Drive Commercial Impact

June 1st, 2023
Anthony McPartlin, Principal Analyst
Anthony McPartlin Principal Analyst
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Anne Slough, Principal Analyst
Anne Slough Principal Analyst
Robert Munoz, VP, Principal Analyst
Robert Munoz VP, Principal Analyst
With contributors:
Srividya Sridharan , Cristina De Martini , Nicky Briggs , Christian Jibilian , Ella Sullivan , Hannah Bradbury , Kate Pierpont

Summary

In highly challenging B2B markets, customer value is the linchpin to growth. However, value creation is often undermined by ineffective and misaligned go-to-market operations. Operations can play a critical role in consistent orchestration of customer value throughout the customer lifecycle, but achieving this requires a new operations strategy and mandate to drive change and activate integration. This report presents a vision for maximizing commercial impact by orienting revenue operations talent, capabilities, and resources around customer value throughout the revenue ecosystem.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.