Model Overview Report

Revenue Operations: Driving Results Across The Demand Spectrum

Julian Archer
Robert Peterson
 and  three contributors
Jan 12, 2022

Summary

B2B sales and marketing teams can choose from several approaches as they seek to align around company go-to-market strategies. The Forrester Demand Spectrum highlights four marketing approaches (demand marketing, vertical marketing, named account-based marketing and large account-based marketing), each of which aligns to specific sales strategies and routes to market. Across this spectrum, requirements for supporting the four approaches are depicted along three axes: insights, collaboration, and customization. Operations teams play a critical role in supporting each of the four approaches, but the operational requirements are different for each approach. In this report, we outline how a revenue operations capability that aligns the operations teams of marketing, sales, customer success, and the indirect channel can help optimize each of the demand approaches across the Demand Spectrum.

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