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