Best Practice Report

Activating A Buyer-Aligned Sales Process Through A Portfolio Marketing And Sales Operations Partnership

June 15th, 2022
With contributors:
Steve Silver , Marcel Bourre , Kate Pierpont


Today’s buyers engage in a complex purchasing process and therefore require more content and interactions — both self-guided and personal — throughout the buyer’s journey. Forrester’s B2B Buying Survey results showed a dramatic 62% increase in the number of interactions throughout the buying process — from 17 in 2019 to 27 in 2021. These interactions send a variety of signals about the buyer’s journey and determine how sellers should interact with the buyer. By sharing and leveraging data collected by the portfolio marketing and sales operations teams and infusing those insights into each stage of the buyer-aligned process, an organization can amplify the experience of buyers and sellers.

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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.