Vision Report

Revenue Operations’ Success Requires An Operating Model, Not Just Organizational Charts

Apply Forrester’s High-Performance Operating Model Framework To Design The Right Operating Model For Your Revenue Operations Function

November 3rd, 2023
Anthony McPartlin, Principal Analyst
Anthony McPartlin Principal Analyst
Gordon Barnett, Principal Analyst
Gordon Barnett Principal Analyst
With contributors:
Cristina De Martini , Paul Ferron , Simon Daniels , Laura Cross , Hannah Bradbury , Kate Pierpont

Summary

The lack of a design framework and clear operating principles for building a revenue operations (RevOps) function leaves many organizations overreliant on organizational charts as the primary lever of change. This results in ill-fitting structures and behaviors that leave some B2B organizations struggling to adopt and sustain RevOps. Forrester’s High-Performance Operating Model Framework For Revenue Operations enables operations leaders in RevOps, sales ops, or marketing ops to design, implement, and evolve the right operating model to deliver business and customer value.

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