Model Overview Report

Revenue Operations: Driving Results Across The Demand Spectrum

January 12th, 2022
Julian Archer, null
Julian Archer
Robert Peterson, null
Robert Peterson
With contributors:
Cristina De Martini , Ella Sullivan , Drew Zalucky

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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