Revenue Operations

STEPHEN DIORIO is the Managing Director of the Revenue Enablement Institute, and a Senior Fellow at the Wharton Customer Analytics Initiative. He is a leading authority in go-to-market transformation, sales and marketing performance management, and revenue operations. Over the past 30 years, Stephen has helped over 100 organizations like American Express, DuPont, IBM, Intuit, Ricoh, UPS, and U.S. Bank to reengineer their selling strategies, technology portfolios, and revenue operations to accelerate growth and become more data-driven, digital, and accountable. He is a widely published analyst at Forbes and has authored several books on commercial transformation including Beyond e: How Technology is Transforming Sales and Marketing Strategy.
 
CHRIS HUMMEL is a Managing Director at the Revenue Enablement Institute leading CXO programs. Chris is a global CXO with a proven track record of accelerating revenue and adapting to changes in the buying and selling environment. He has successfully led sales, marketing, product, and digital teams at world-class companies like Oracle, SAP, Schneider Electric, Siemens and United Rentals. Over the past 25 years he has developed 360-degrees of experience driving every aspect of the commercial system--as a GM, F500 CMO and Chief Commercial Officer responsible for growth--while also leading the core marketing operations, field marketing, sales operations and customer care teams that support them.

Crush siloes by connecting teams, data, and technologies with a new systems-based approach to growth.
 
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.

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: