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What is Revenue Operations, why is it emerging as a function, and what benefits could it offer to organizations like mine? Watch and learn how organizations are evolving strategic marketing operations, sales operations, and revenue operations functions to deliver on customer value and commercial impact.
Key takeaways:
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B2B organizations can maximize customer value and commercial impact with a unified revenue operations strategy.
Take the B2B Revenue Operations Maturity Assessment to establish a RevOps maturity baseline, outline areas to improve, and transform RevOps.
The Revenue Operations Functional Design Process enables an effective revenue operations design that supports the organization’s revenue objectives.
The Forrester Revenue Operations Range Of Responsibilities Model identifies the scope of a high-functioning revenue operations capability and areas of alignment.
This report explains the components of a revenue operations charter and how they help revenue operations teams elevate organizational performance.
In this report we describe the four interconnected technology layers revenue operations and technology leaders should consider to drive consistent experiences and improve results across the revenue engine.
In this report, we outline a revenue operations leader’s key activities for the first 90 days in the role and reference relevant Forrester research to ease the transition.
In today’s fast-paced B2B landscape, traditional messaging strategies are falling short. Buyers expect personalized, outcome-driven communication — but many providers still rely on outdated, product-centric approaches. Join us for an insightful webinar where Forrester analysts unveil the B2B Buyer Messaging Cycle, a proven framework to help marketers craft agile, buyer-focused messaging that drives engagement and responds to rapidly changing market dynamics.Key takeaways: Understand core challenges undermining B2B messaging effectiveness.Learn how the Forrester B2B Buyer Messaging Cycle enables agile, buyer-centric communication.Discover how generative AI can accelerate message creation, testing, and refinement. Gain practical tips for iterating and activating messaging that resonates with modern buying groups.Target audience level: beginner
Accelerate innovation with deeper insights about why Synthetic Data is important, when it will likely pay off, and how others are using it, featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. Synthetic Data can potentially enable enriched datasets and imagery for AI training, enhance conversational AI and chatbots’ performance, and contribute to data augmentation for model creation. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it. Key takeaways: Gain an understanding of how your peers are leveraging synthetic data. Identify the use-cases where synthetic data can deliver its best value. Learn about critical steps for successful implementation. Target audience level: all levels
Organizations are moving quickly to embrace agentic AI for a myriad of use cases. Agentic AI, however, introduces cybersecurity challenges that traditional security frameworks and approaches can’t adequately address. Agentic technologies shift cybersecurity paradigms by promoting emergent behaviors to meet objectives, making it essential for security leaders to control intent at scale. As these technologies spread across organizations, establishing enterprise guardrails is critical for secure deployment.This webinar explores the unique cybersecurity challenges posed by agentic AI and strategies to effectively address them. The session will introduce Forrester’s AEGIS Framework, a comprehensive security model based on six domains: governance, identity and access management, data security, application security, threat management, and Zero Trust architecture principles. Attendees will learn best practices for securing agentic AI, emphasizing phased processes, human oversight, “least agency” principles, and dynamic security adjustments as AI systems evolve.Key takeaways: Why securing agentic AI is a challenge security teams must address nowHow the AEGIS framework helps security leaders secure agentic AIWhy intent is as important as outcomesWhat the core principles of securing agentic AI areHow to implement and mature AEGIS in a phased approachTarget audience level: intermediate
As 2026 approaches, it's time to think about where to focus your resources and investments for maximum impact. Join analysts Ross Graber, Vicki Brown, Laura Cross, Brett Kahnke and Anthony McPartlin as they discuss what the coming year will hold for B2B businesses. They'll highlight specific challenges operations leaders should anticipate and offer recommendations to help you shape your investment decisions, as well as answer questions about what making these changes will mean for your organization.Key takeaways: Learn how marketing and sales are allocating their budgets today - and how they expect that to change.Hear Forrester's recommendation for specific areas where go-to-market operations teams should increase and adjust investment levels.Target audience level: all levels
Forrester’s data and research consistently show how companies that focus resources and strategy on delivering value to customers outperform their competitors on several business measures. Ensuring that B2B customers receive the best postsale experience requires proactive engagement through customer success and customer marketing, as well as personalized and effective reactive engagement whenever they encounter a problem or need support. However, once OpenAI released GPT-4, everything everyone thought they knew about great customer service strategy and execution got turned on its head. Customer service and support teams have the most to gain — or change — through the use of generative, predictive, and agentic AI.Please join Laura Ramos, VP and principal analyst at Forrester, as she explores the latest trends impacting B2B customer service and how generative, predictive, and agentic AI stand to redefine the purpose, role, and results of teams that support B2B customers postsale.Key takeaways: Learn what’s unique about B2B customer service and the changing opportunities that Forrester sees for clients in this space.Discover the top challenges that B2B customers face when delivering effective, differentiating support that truly impacts the customer’s experience.Explore how AI will help solve those challenges while also permanently changing the role and scope of customer service for companies that sell highly considered products and services.Target audience level: intermediate
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced