Simon's Unofficial Forrester MOps Round-up | Feb 2023 | Issue 4

This month has seen me go solo, with the publishing of my first research report as lead author, The Revenue Technology Requirements Discovery Guide, marking a satisfying milestone in my journey as a Forrester analyst. Providing advice on how to approach the task of capturing business needs for a revenue technology (aka #martech) deployment, I also talk about the importance of discovery itself. I realise I’m preaching to the choir here of course, although it might be useful if you’re trying to persuade leadership or others on the importance of expending the time and effort, rather than just assuming you already know what’s best! This is a common refrain for us at Forrester, where many of our models have as an initial step conducting some kind of audit or situation assessment. This is hardly new advice clearly – Elvis Presley pointed out that wise men say only fools rush in as long ago as 1961… That’s a solo performance I’ll definitely leave to the King of Rock Roll, see you back here for more MOps round-up next month!

Best regards,

Simon.

PS I also put together a companion blog post to the discovery guide with some suggestions on how to collect technology requirements, available for all to read.

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The 10 Biggest Intent Data Mistakes For B2B Marketing And Sales Learn the top 10 mistakes to avoid for B2B marketing and sales organizations to maximize the competitive advantage that intent data offers.

Techniques For Revenue Technology Requirements Discovery Approaches for conducting revenue technology discovery, depending on the situation, timescales, available resources, and solution type.

Three Questions To Ask When Navigating The New B2B Event Management Technology Landscape Given the profound change B2B events have undergone over the past three years, marketers should ask themselves these three questions when reviewing their B2B event management infrastructure.

Customer-Led Growth Is Getting More Attention Among B2B Firms: Should You Care? You may be hearing more about customer-led growth as a counterpoint to product-led growth. Here’s what it is, and what it means for you.

The Three Essentials To Optimizing B2B Marketing Orchestration When it comes to getting the best out of a marketing organization, what you do and how you do it are equally important. Discover three keys to optimizing marketing processes and workflows.

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The State Of AI In B2B Marketing, 2022 Artificial intelligence (AI) is a powerful capability that continues to spread across the marketing technology (martech) stack. Forrester’s Q2 2022 Global State Of AI In B2B Marketing Survey explores how B2B organizations are using AI to enhance the experiences of audiences and marketers.

The Revenue Technology Requirements Discovery Guide Learn how to complete the necessary requirements discovery for a proposed revenue technology solution to validate the need, establish the scope, and determine the functionality it should deliver.

The Forrester Tech Tide?: B2B Sales Technologies, Q1 2023 Sales technologies are increasingly critical to firms’ ability to win, serve, and retain customers. B2B sales, sales operations, sales enablement, and revenue operations leaders should read this report to shape their firm’s investment approach to these technologies.

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Invest Intentionally In Customer Obsession Customer-obsessed B2B companies overwhelmingly outperform their peers. In this session, we show you how to determine the appropriate level of focus and investment in customer obsession to create value responsibly.

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Episodes from the Forrester What it Means Podcast.

The New Space Race — For Businesses Absolutely nothing to do with Marketing Operations, but who can resist a podcast about outer (ok, low Earth orbit) space…?!

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Why Lifecycle Revenue Marketing Is The Future Of B2B Growth Seismic shifts in buying group behaviour and business dynamics are wreaking havoc on frontline B2B marketing teams. Find out how the most progressive B2B marketing organizations are addressing this major mindset shift.

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