Summary
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 representatives (RDRs) can be measured, managed, and optimized. 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.
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