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The Revenue Process Alignment Series, Part 4: An Opportunity-Centric Revenue Process Is All About Context

Blog: Forrester BPM Center of Excellence

The key to an optimized revenue process is context. As discussed earlier in this blog series, both the marketing qualified lead (MQL) and the marketing qualified account (MQA) suffer from context issues. But if you use the opportunity-centric approach, you can leverage this context and optimize the revenue process between marketing and sales throughout the entire revenue process.

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