Operationalizing Buying Groups With The Opportunity Object

February 16th, 2023

Terry Flaherty VP, Principal Analyst

Amy Hawthorne Principal Analyst

With contributors:

Lisa Nakano , Maria Alexandrou , Kate Pierpont

Summary

The systems used for the revenue management process often face utilization challenges. Specifically, the opportunity object in sales force automation (SFA) systems is designed to align all members of a buying group as contacts linked to an opportunity. This provides insight into the interactions of the entire group and the progress of the opportunity. In reality, however, the typical opportunity contains only a single contact. In this report, we examine the benefits of fully using the opportunity object as the best system container for operationalizing the Forrester B2B Revenue Waterfall™.

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