Vision Report

Orient Revenue Operations To Customer Value

Connect Strategy And Execution To Drive Commercial Impact

June 1st, 2023
With contributors:
Srividya Sridharan , Cristina De Martini , Nicky Briggs , Christian Jibilian , Ella Sullivan , Hannah Bradbury , Kate Pierpont


In highly challenging B2B markets, customer value is the linchpin to growth. However, value creation is often undermined by ineffective and misaligned go-to-market operations. Operations can play a critical role in consistent orchestration of customer value throughout the customer lifecycle, but achieving this requires a new operations strategy and mandate to drive change and activate integration. This report presents a vision for maximizing commercial impact by orienting revenue operations talent, capabilities, and resources around customer value throughout the revenue ecosystem.

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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.