Empowering Revenue Development Teams: A Framework For Successful Opportunity Qualifiers

Revenue development sits at the critical juncture between marketing and sales; as a result, it has a profound impact on revenue creation capability and productivity. Revenue development roles are now viewed as a strategic requirement for most B2B organizations. With a solid, purpose-built foundation, nearly every aspect of the performance of revenue development reps (RDRs) can be measured, managed, and optimized. Empowered RDRs have clearly defined roles and responsibilities and are enabled with actionable data, outlined processes, and optimized technology. They are measured by objectives with immediate outcomes and are managed by leaders who interlock well with other teams in the revenue engine and provide coaching and ongoing development. In this report, we present the Forrester Revenue Development Representative Empowerment Model, which is designed for organizations to define, enable, measure, and manage the most successful RDRs.