Best Practice Report

Introducing The Integrated Revenue Production Plan

Achieving Integrated Revenue Planning

March 14th, 2024


Aligning marketing, sales, and customer success team goals in planning is difficult. Alignment requires a cross-functional integrated annual plan that operations and planning teams use to collaboratively build integrated revenue plans. These plans must define the opportunity volume by path, interaction volume for each buying group, and resources each team needs in staffing and budget. Revenue operations facilitates a complete revenue plan while driving alignment and integration across the functions. This report introduces the elements and structure for developing an aligned and integrated revenue production plan.

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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.