Forrester: To Achieve Sustainable Growth, B2B Firms Must Center Their Revenue Process On Customer Value
Forrester Research, Inc. (FORR)
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Source: Business Wire
Unveiled at B2B Summit North America, the Forrester Opportunity Lifecycle framework breaks through silos to align marketing programs to revenue opportunity AUSTIN, Texas & CAMBRIDGE, Mass.--(BUSINESS WIRE)--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 2
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- 4/30/24 - Form 8-K
- FORR's page on the SEC website