Best Practice Report

Dispelling Nine Myths And Misconceptions Of Revenue Operations

Understand How Revenue Operations Unlocks Customer Value And Commercial Impact

July 21st, 2023
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Anthony McPartlin, Principal Analyst
Anthony McPartlin Principal Analyst
Anne Slough, Principal Analyst
Anne Slough Principal Analyst
Robert Munoz, VP, Principal Analyst
Robert Munoz VP, Principal Analyst
With contributors:
Cristina De Martini , Laura Ramos , Ross Graber , Christian Jibilian , Ellen Lind

Summary

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.

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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.