Growing a business in the 21st Century has become a capital intensive and data-driven team sport. In Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth, an accomplished team of practitioners, academics, and experts provide a proven system for aligning revenue teams and unlocking growth. The book shows everyone how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. With Revenue Operations, you’ll understand what it takes to successfully transition to the new system of growth without killing your existing business. This practical and executable approach can be used by virtually any business - large or small, regardless of history or industry - that wants to generate more growth and value. By reading this book you will find: - Real-world case studies and personal experiences from executives across an array of high technology, commercial, industrial, services, consumer, and cloud-based businesses. - The six core elements of a system for managing your commercial operations, digital selling infrastructure, and customer data assets. - Nine building-blocks that connect the dots across your sales and marketing technology ecosystem to generate more consistent growth and a better customer experience at lower costs. - The skills and tools that next generation growth leaders will need to chart the roadmap for a successful career in any growth discipline for the next 25 years.
An indispensable resource for anyone who wants to get more from their business - board members, CEOs, business unit leaders, strategists, thought leaders, analysts, operations professionals, partners, and front-line doers in sales, marketing, and service - Revenue Operations is based on over one thousand surveys of and interviews with business professionals conducted during 2020 and 2021. It also includes a comprehensive analysis of the sales and marketing technology landscape. As a perfectly balanced combination of academic insight and data-driven application, this book belongs on the bookshelves of anyone responsible for driving revenue and growth.
Table of Contents
FORWARD
ACKNOWLEDGEMENTS
INTRODUCTION - Growth Is Good
PART I: REVENUE OPERATIONS, A SYSTEM FOR GROWTH
CHAPTER 1: A Bold Approach to Take Control of the Entire Revenue Cycle
Introducing Revenue Operations, a New Way to Create Sustainable, Scalable Growth
The Financial Link Between Firm Value and Growth
The Challenges of Growth in the 21st Century: Customers, Disruptions and Fragmentation
CHAPTER 2: The Value and Impact of Revenue Operations
How Revenue Operations Creates Value
Eight Ways Revenue Operations Creates Financial Value
The Change Management Hurdle
PART II: A MANAGEMENT SYSTEM TO ALIGN YOUR REVENUE TEAMS
CHAPTER 3: The Six Pillars of the Management System
Commercial Leadership that Unifies Marketing, Sales, and Service
Consolidated Operations that Support All Growth-related Functions
Commercial Architecture that Maximizes the Return on Selling Assets
Commercial Insights Built upon Customer Engagement and Seller Activity Data
Commercial Enablement Capabilities that Turn Your Technology into a “Force Multiplier”
Best Practices for Managing Data, Technology, Content, and Intellectual Property Assets
CHAPTER 4: Leadership That Aligns Sales, Marketing and Service
Growth Levers across Executive Functions
A New Generation of Growth Leader Emerges
CHAPTER 5: Three Leadership Models: The Tsar, the Federation and the Chief of Staff
The Tsar: Putting a “CXO” in Charge of Revenue Teams
The Federation: An Alliance Among Leadership Functions
The Chief of Staff: A Revenue Operations “Rock Star”
CASE STUDY: Enhancing Value Across the Company at GHX
PART III: AN OPERATING SYSTEM FOR CONECTING TECHNOLOGY, DATA, PROCESSES, AND TEAMS
CHAPTER 6: Assemble the Nine Building Blocks of Revenue Operations
What Does an Operating System for Business Look Like?
The Building Blocks of the Revenue Operating System (ROS)
The Team That Connects the Most Dots Wins
CHAPTER 7: Connect Your Data, Technology and Channels to Acquire More Customers
Building Block #1: Revenue Enablement: CRM, sales enablement, content and learning technologies that support selling
Building Block #2: Channel Optimization: selling channels that engage customers in human interactions
Building Block #3: Customer Facing Technology: the “owned” digital selling infrastructure that engage customers digitally
CHAPTER 8: Blend Data into Insights that Inform Selling Actions, Conversations and Decisions in Real-Time
Building Block #4: Revenue Intelligence: Manage and Measure Financial Value
Building Block #5: Engagement Data Hub: Leverage Advanced Analytics to Connect Growth Assets to Value
Building Block #6: Customer Intelligence: Use Customer Data to Inform Decisions, Actions and Conversations
CHAPTER 9: Extract More Revenue and Margins from Your Teams and Resources
Building Block #7: Talent Development: Attract, Develop and Retain Commercial Talent
Building Block #8: Resource Optimization: Allocate People, Time and Effort Against Opportunities
Building Block #9: Revenue Enhancement: Increase Revenue Yield with Packaging, Pricing and Personalized Offers
CHAPTER 10: Tune the Operating System to Get Maximum Performance
Digitize Planning Processes to Improve Agility in Deploying Your Resources
Use Analytics to Make Better Predictions, Forecasts and Investment Decisions
Adopt Advanced Modeling Techniques to Evaluate More Scenarios and to Build Consensus
PART IV: HOW TO GET STARTED AND DRIVE IMPACT
CHAPTER 11: Six Smart Actions to Deliver Growth
Get Better Visibility into the Revenue Cycle
Simplify The Selling Workflow
Share Marketing Insights with Frontline Sellers
Develop and Retain High Performing Selling Talent
Make Selling Channels More Effective
Streamline and Personalize the Selling Content Supply Chain
CHAPTER 12: Big or Small: Tailor Revenue Operations to Work for Your Business
How Revenue Operations Can Grow Revenues, Profits and Value in Your Business
Actions Enterprise Leaders Should Be Prioritizing
Achieving Hyper-growth for Small Companies
CHAPTER 13: Activity to Impact: Make the Business Case for Your Growth System
Prioritize the Actions that Will Generate Short- and Long-Term Value
A Financially Valid Framework for Connecting Smart Actions to Firm Value: The Revenue Value Chain
Use the Revenue Value Chain to Create Budgets, Earn Buy-In and Take Action
APPENDIX: PRACTICAL TOOLS TO IMPLEMENT REVENUE OPERATIONS
Glossary
A Simple Way to Assess the Current Maturity of Your System of Growth
Citations
Index
