Vision Report

Embrace Revenue Process Transformation To Drive Long-Term, Durable Growth

The Forrester Opportunity Lifecycle Unifies Frontline Teams To Create Customer Value

April 25th, 2024
With contributors:


Organizations that obsess on revenue growth are hindering their long-term success by neglecting customer goals, failing to meet buyer expectations, and distorting their teams’ incentives and behaviors. To address this problem, companies must acknowledge that buyers now control the buying journey and transform their revenue process to prioritize buyer value and align marketing, sales, and customer success teams. By following the recommendations in this report, organizations can achieve sustainable growth by putting the customer first and creating meaningful interactions throughout an opportunity lifecycle.

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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.