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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