About the Gartner Strategic Roadmap for Revenue Growth Research
Revenue growthis rarely easy. CSOs continuously deal with increasing sales complexity and expanding customer and CEO expectations. In 2020, these challenges are compounded by the once-in-a-lifetime disruption created by COVID-19.
In hard-hit industries, record levels of uncertainty are forcing potential buyers to carefully evaluate all current and planned spending. Whereas in industries with surging demand, buyers are making rapid decisions out of necessity, and many suppliers are struggling to scale quickly. In both cases, CSOs must decide where they should align resources across various segments and tiers to meet fluctuating purchasing timelines, volatile demand shifts and ensure customers’ decisions today don’t result in future customer regret.
CSOs’ concerns about changing buyer preferences are warranted. In 2020, the B2B buying journey fundamentally changed as COVID-19 accelerated a shift toward digital and remote buying. Most organizations failed to adapt to this change, leading to lost and stalled deals.
Mapping this new customer buying journey to understand how buyers are using digital and human channels is the key to unlocking revenue growth. Armed with this information, CSOs can differentiate their organization from competitors by delivering a customer-centric buying experience that reflects today’s buying journey and meets customers’ new expectations.
This Strategic Roadmap for Accelerating Revenue Growth is designed to help CSOs exceed growth targets and create a buying experience that is aligned to the new way customers buy. This research explores four revenue growth pillars that sales leaders must balance to create the optimal customer-centric buying experience to drive revenue growth over the next three years.
