Forrester: To Achieve Sustainable Growth, B2B Firms Must Center Their Revenue Process On Customer Value
06 Maio 2024 - 10:00AM
Business Wire
Unveiled at B2B Summit North America, the
Forrester Opportunity Lifecycle framework breaks through silos to
align marketing programs to revenue opportunity
New research unveiled at Forrester’s (Nasdaq: FORR) B2B Summit
North America, which kicked off today, asserts that changing buyer
behaviors and expectations require a complete revenue process
transformation for B2B firms to drive long-term, sustainable
growth.
Modern B2B buyers are digitally savvy and conduct their own
buying research and therefore control their own buying journeys.
Additionally, 71% of today’s B2B buyers are Millennials and Gen
Zers, who bring different approaches and expectations to the buying
process. These shifts require fundamental change and realignment
across marketing, sales, and customer success functions to break
through silos and put the customer first to create meaningful
interactions both pre- and post-sale. Customer-obsessed companies
grow revenue 28% faster and have 33% higher profitability growth
and 43% better customer retention rates compared to
non-customer-obsessed companies, Forrester data shows.
At B2B Summit North America, Forrester will unveil the Forrester
Opportunity Lifecycle, a new framework designed to help B2B
organizations align their marketing, sales, and customer success
teams around buyer and customer needs and implement revenue process
transformation.
To transform their revenue process, B2B leaders should consider
following the four tenets of the Forrester Opportunity
Lifecycle:
- Share signals to create a unified view of the customer.
Every interaction with members of a buying group produces signals
that provide insight into their unique journeys. It’s imperative
that these signals are gathered into a common view of the customer
so that marketing, sales, and customer success teams can create
consistent and coordinated interactions.
- Shift from leads to opportunities and buying groups.
Opportunities represent the most accurate view of what a provider
does to support a customer’s buying decision. In addition to
aligning to solutions and revenue, opportunities are also a key
resource for sales to manage progress with prospects, customers, or
buying groups.
- Create shared customer-aligned goals between marketing,
sales, and customer success teams. Historically, the revenue
process has been constrained by a siloed approach to managing its
key functions. Organizations need to create shared objectives to
reflect that all customer-facing teams play a role in engaging with
prospects and customers throughout the opportunity lifecycle.
- Create experiences that provide the maximum value for buying
group members. Buyers move at their own pace throughout the
buying process, with members of the group having various goals in
mind. Marketing, sales, and customer success teams should all be
ready to engage with buyers when they become the team best suited
to showcase value for buying group members.
“B2B firms that only focus on revenue growth are hindering their
long-term success,” said Srividya Sridharan, vice president and
group research director at Forrester. “To meet evolving buyer
expectations and needs, organizations should shift their
perspective from being revenue-centric to being customer-obsessed.
They must ensure that their revenue processes are designed to
provide demonstrable value throughout the customer lifecycle.”
Resources:
- Download Forrester’s report, Embrace Revenue Process
Transformation To Drive Long-Term, Durable Growth (client access
required).
- Learn how companies can begin transforming their revenue
processes to better serve buyers and customers.
- Follow @Forrester and #ForrB2BSummit for updates.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research
and advisory firms in the world. We help leaders across technology,
customer experience, digital, marketing, sales, and product
functions use customer obsession to accelerate growth. Through
Forrester’s proprietary research, consulting, and events, leaders
from around the globe are empowered to be bold at work — to
navigate change and put their customers at the center of their
leadership, strategy, and operations. Our unique insights are
grounded in annual surveys of more than 700,000 consumers, business
leaders, and technology leaders worldwide; rigorous and objective
research methodologies, including Forrester Wave™ evaluations; more
than 100 million real-time feedback votes; and the shared wisdom of
our clients. To learn more, visit Forrester.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20240506367231/en/
Amanda Chordas achordas@forrester.com
Forrester Research (NASDAQ:FORR)
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