Model Overview Report

The Evolution Of Sales Operations

January 1st, 2018


B2B sales operations has evolved from a largely tactical function — which focused on measurement, reporting, data management, processes, and systems management — to a more complex and integrated function that informs and enables sales strategy and technology capabilities, drives change across the sales organization, aligns with other components of the revenue engine (e.g., marketing, marketing operations, customer success), and supports growth objectives. In this report, we explore the history and responsibilities of sales operations as well as the trends influencing its evolution.

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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.