Planning Guide 2024: Revenue Operations

August 1st, 2023

Ross Graber VP, Principal Analyst

Laura Cross VP, Principal Analyst

Brett Kahnke Principal Analyst

With contributors:

Cristina De Martini , Srividya Sridharan , Seth Marrs , Robert Munoz , Vicki Brown , Katie Linford , Jessie Johnson , Lisa Gately , Tyler Orleans , Ellen Lind

Summary

The need for B2B organizations to increasingly facilitate customer value and create efficiencies across the growth engine is driving the rapid emergence of revenue operations. Although 2024 planning will carry forward the caution and economic uncertainty that has plagued the industry in 2023, revenue operations will grow as an area of strategic investment. B2B organizations will lean into revenue operations to align processes, develop stronger insights, incorporate AI into workflows, and deliver seamlessly for customers. In this report, we outline the key investments, divestments, and areas of experimentation revenue operations leaders should consider for 2024.

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