Decision Tool

Introducing The Revenue Technology Model

January 8th, 2020


A cross-functional technology strategy is critical to power the revenue engine across sales, marketing, customer experience, and product management. Organizations must organize their infrastructure into four interconnected layers — data, analytics, orchestration, and delivery — to drive cohesion across audience interactions. Creating and maintaining an effective revenue technology stack requires planning, funding, and resourcing across revenue operations functions. In this report we describe the four interconnected technology layers revenue operations and technology leaders should consider to drive consistent experiences and improve results across the revenue engine.

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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.