Revenue Operations: A CEO Blueprint for Aligning Sales, Marketing and Customer Success
Revenue operations has emerged as a board level issue for a simple reason – it directly impacts their primary fiduciary responsibility to protect and grow firm value in the new market reality. This is because six mega trends have changed the formula for growth so much that traditional structures for managing the people, processes, and technologies that support revenue growth are no longer effective at driving sustainable and scalable growth in the current marketplace. Organizations that continue to use outdated functional approaches to growth are struggling to manage growing complexity of technology enabled selling systems, deliver a competitive customer experience, adapt to changing customer buying behavior, or make the transition to a cloud based business model. On a practical level, the executives and managers trying to squeeze more growth from their revenue teams in the face of these secular trends are driving a car that won’t go fast enough because it is only firing on two cylinders, gets terrible gas mileage, and needs a wheel alignment and a tune up.
A new management system is needed. One that does a better job of generating greater returns from commercial selling teams, processes, systems, and operations. This management system is most commonly described as a Revenue Operations model. The goal of a Revenue Operations model is to better align the commercial teams, assets, systems, and processes around a coherent set of customer and company goals to accelerate revenue, profit, and value growth.
In this panel, sales and marketing operations leaders share their practical experience of sales operations executives had transforming the commercial model to unify sales, marketing and customer success teams and the operations, processes and systems that support them. Specifically, they discuss:
- The market drivers and business reasons that 75% of growth oriented organizations are adopting a Revenue Operations Model by 2025
- How to unify commercial sales, marketing, and customer success teams
- A blueprint and maturity model that outlines the six elements of a Revenue Operations model
- Practical steps every organization needs to take to begin the transformation of their commercial model
To help boards, CEOs and CXOs evolve their commercial models to better align sales, marketing and CX teams around the customer and accelerate revenue, profit, and value growth, the faculty of the Revenue Enablement Institute has developed a comprehensive Revenue Operations blueprint. This blueprint can help organizations large and small evolve to a 21st Century Commercial Model and accelerate revenue, profit, and value growth. Our faculty can provide education, tools and support to help make Revenue Operations a Reality in your organization by stair-stepping Your leadership and operations teams on the path to commercial transformation
TO LEARN MORE
Assess Your Revenue Operations Maturity
Download a complete overview of the 72- point Revenue Operations Maturity Assessment that can help your leadership team understand, visualize, agree upon and prioritize the steps they can take to unlock more growth and value from your commercial teams, systems, processes and assets.
Get A Chapter From Revenue Operations Book
To help boards, CEOs and CXOs evolve their commercial models to better align sales, marketing and CX teams around the customer and accelerate revenue, profit, and value growth, the faculty of the Revenue Enablement Institute has published a new book on Revenue Operations. Get a sample chapter.
Learn About Revenue Operations
Watch a video that explains how moving to a Revenue Operations model can help your organization align sales, marketing and customer success to generate more revenue growth from your existing commercial teams, operations and systems.