The Buyer-Aligned Sales Process

Many sales organizations still use a sales process that focuses on sales activities and ignores the need to align to the buyer’s journey. Mapping the sales process to the buyer’s journey changes the way sales organizations track and measure opportunity progression through the pipeline. Sales operations should guide the effort to create, implement, and sustain a buyer-aligned sales process. A truly effective sales process will accommodate buyers’ information-gathering choices and decision-making steps. In this report, we define the Forrester Buyer-Aligned Sales Process, which enables organizations to consistently deliver value to buyers and sellers while identifying and eliminating waste at each step.