Vision Report

Unleashing The Future Of Sales Operations With Technology-Enhanced Insights

May 7th, 2021

Summary

The perception of, and value delivered by, the modern B2B sales operations function are shifting from a focus on cost control and administration to driving transformation across the revenue engine. This shift is part of ongoing, dynamic changes occurring within B2B organizations as they respond to internal and external forces: First, B2B buyers are continuing to embrace a digital-first approach to purchasing decisions; second, executives, board members, and investors increasingly expect predictable, profitable revenue growth; and third, sales technology is rapidly evolving to deliver new insights about buyers, customers, and sellers. Read this report to understand the leadership role sales operations must take to deliver value with an insights-driven sales system that meets the needs of key stakeholders.

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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.