Planning Guide Report

Sales Operations: Planning Assumptions 2021

September 3rd, 2020


Guiding buyers through the purchase decision-making process requires a deep understanding of buyers and customers. Unfortunately, many sales organizations are acting on limited information as they attempt to improve their buyer-aligned sales processes, sales technology, and sales execution. Delivering on the vision for insights-driven selling requires fundamental changes in the traditional mindset of sales operations leaders and practitioners. The job of the B2B sales rep is no longer to convince prospective customers to buy, but rather to help them buy. In this report, we identify five trends that will affect the priorities of sales operations leaders in 2021.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.