Planning Guide Report

Planning Guide 2024: Revenue Operations

August 1st, 2023


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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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.