Report

Introducing The Forrester Revenue Operations Range Of Responsibilities Model

November 24th, 2021
With contributors:
Cristina De Martini, Steve Silver, Lisa Nakano, Dara Schulenberg, Michael Belden

Summary

Revenue operations has a valuable role to play across revenue engine, enabling a company to deliver a superior customer purchase and renewal experience and grow revenue. Without an effective and efficient revenue operations capability, the functions involved in running the revenue engine (e.g., marketing, sales, channel, customer success) will struggle to succeed. To assist organizations in designing a best-practice revenue operations capability, Forrester has developed the Revenue Operations Range Of Responsibilities Model. This model depicts the scope of a fully functioning revenue operations team and identifies required areas of alignment across marketing, sales, channel, and customer success responsibilities. In this report, we explain how organizations can use the Revenue Operations Range Of Responsibilities Model to define the team’s contribution to the business, develop more advanced capabilities for greater business impact, and distinguish its role clearly from other functional operations teams.

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