Best Practice Report

Revenue Operations: Considerations For Organizational Design

January 8th, 2020
Julian Archer, null
Julian Archer


As organizations strive to improve market-facing functional alignment, many are championing the adoption of a revenue operations capability. Revenue operations brings together the tasks undertaken by the operations functions within marketing, sales, and customer engagement with one aligned purpose. B2B organizations with an aligned revenue engine grow faster and more profitably than their peers. Forrester has witnessed a range of implementation approaches and seen many challenges arise from this emerging function. In this report, we review existing and emerging operations structures and provide evaluation considerations for each.

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