Research2026-10-15

Forrester says AI is taking over coordination tasks in revenue operations. RevOps leaders must shift from running processes to designing AI-enabled decision systems. They should define objectives, guardrails and trade-offs for AI across marketing, sales and customer success. RevOps must also govern AI deployment to prevent fragmented customer experiences. Decision quality will replace efficiency as the key differentiator for RevOps. Leaders should map decisions, set AI decision rights and redesign capability models now.

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