Best Practice Report

Dispelling Nine Myths And Misconceptions Of Revenue Operations

Understand How Revenue Operations Unlocks Customer Value And Commercial Impact

July 21st, 2023
With contributors:
Cristina De Martini , Laura Ramos , Ross Graber , Christian Jibilian , Ellen Lind


Revenue operations unifies and optimizes planning, data, processes, technology, and talent to maximize customer value and company performance. It requires new capabilities, new roles, new processes, and a change-agent mindset from operations leaders — all of which can propagate common myths and misconceptions about revenue operations. In this report, we debunk those myths and clarify what is possible when organizations embrace the reality of a revenue operations capability.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.