Forrester: to achieve sustainable growth, b2b firms must center their revenue process on customer value

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 ge.
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