Planning Guide Report

Sales Operations: Planning Assumptions 2022

September 1st, 2021
Seth Marrs, Principal Analyst
Seth Marrs Principal Analyst
Anthony McPartlin, Principal Analyst
Anthony McPartlin Principal Analyst
Robert Munoz, VP, Principal Analyst
Robert Munoz VP, Principal Analyst
Steve Silver, null
Steve Silver
Anne Slough, null
Anne Slough

Summary

Forrester’s 2021 B2B Buying Study revealed that B2B sales and revenue operations leaders face major changes. The biggest shift in B2B buyer behavior is an increase in the average number of buying interactions involved in a purchase from 17 in 2019 to 27 in 2021. Buying groups, as opposed to individual buyers, have become the norm — more than 80% of purchases involve three or more people across two or more departments. C-suite executives are more commonly involved in purchase decisions — their role as decision-makers increased from 58% of the time in 2017 to 75% of the time in 2021. This report discusses five trends that will affect sales and revenue operations leaders’ priorities in 2022.

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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.