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Revenue Operations
A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth
"Diorio and Hummel lay out a practical system for generating scalable and sustainable growth that applies to virtually any business - large or small - that wants to generate more growth and value." - Bob Kelly, CEO, Sales Management Association "Revenue Operations is an essential career roadmap for those that have made growth their cornerstone objective." - Bob Liodice, President and CEO, The Association of National Advertisers "Revenue Operations, a new business digest on how to assemble multiple functional disciplines being executed by different internal organizations and designing a system for a consistent, cost-effective revenue growth. Diorio and Hummel give the business community a playbook every executive team should be aware of to optimize the growth of their company. Revenue Operations is a must read that should be on every CEO’s list of executive and management books." - Rich Ehld, Founder, Sirius Decisions
Stephen G. Diorio (Author), Chris K. Hummel (Author)
9781119871118, Wiley
Hardback, published 23 May 2022
304 pages
23.4 x 15.5 x 3 cm, 0.499 kg
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: 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.
Acknowledgments ix Introduction xi Part I Revenue Operations, A System for Growth 1 1 Take Control of the Revenue Cycle 3 Introducing Revenue Operations, a New Way to Create Sustainable, Scalable Growth 3 The Financial Link Between Firm Value and Growth 7 The Challenges of Growth in the Twenty- First Century: Customers, Disruptions, and Fragmentation 15 2 Create Value and Impact from Revenue Operations 27 How Revenue Operations Creates Value 28 The Change Management Hurdle 32 Part II the Management System to Align Your Revenue Teams 35 3 Understand Six Pillars of the Management System 37 Commercial Leadership That Unifies Marketing, Sales, and Service 41 Commercial Operations That Support All Growth- Related Functions 44 Commercial Architecture That Maximizes the Return on Selling Assets 47 Commercial Insights Built on Customer Engagement and Seller Activity Data 50 Commercial Enablement Capabilities That Turn Your Technology into a “Force Multiplier” 54 Commercial Practices That Maximize Return from Customer Data, Technology, Content, and Intellectual Property Assets 56 4 Lead a Modern Business That Aligns Marketing, Sales, and Service 61 Growth Levers Across Executive Functions 61 A New Generation of Growth Leader Emerges 67 5 Use One of Three Leadership Models: The Tsar, the Federation, and the Chief of Staff 73 The Tsar: Putting a “CXO” in Charge of Revenue Teams 74 The Federation: An Alliance Among Leadership Functions 77 The Chief of Staff: A Revenue Operations “Rock Star” 83 Case Study: Enhancing Value Across the Company at GHX 84 Part III An Operating System for Conecting Technology, Data, Processes, and Teams 87 6 Assemble the Nine Building Blocks of Revenue Operations 89 What Does an Operating System for Business Look Like? 90 The Building Blocks of the Revenue Operating System 92 The Team That Connects the Most Dots Wins 94 7 Connect Your Data, Technology, and Channel Assets to Acquire More Customers 99 The Importance of Strategically Managing the Return on Commercial Assets 99 Building Block #1: Revenue Enablement – CRM, Content, and Learning Technologies That Support Selling 103 Building Block #2: Channel Optimization – Selling Channels That Maximize Effective and Efficient Interactions 110 Building Block #3: Customer- Facing Technology – The Owned Digital Selling Infrastructure That Manages Customer Touchpoints 123 8 Blend Data into Insights That Inform Selling Actions, Conversations, and Decisions in Real Time 131 Unlocking the Potential of Analytics to Ignite Growth 131 Building Block #4: Revenue Intelligence – Manage and Measure Financial Value 135 Building Block #5: Engagement Data Hub– Leverage Advanced Analytics to Connect Growth Assets to Value 143 Building Block #6: Customer Intelligence– Use Customer Data to Inform Decisions, Actions, and Conversations 147 9 Extract More Revenue and Margins from Your Teams and Resources 155 Building Block #7: Talent Development – Attract, Develop, and Retain Commercial Talent 157 Building Block #8: Revenue Optimization – Allocate People, Time, and Effort Against Opportunities 165 Building Block #9: Revenue Enhancement – Increase Revenue Yield with Better Packaging, Pricing, and Personalizing Offers 171 10 Tune the Revenue Operating System to Get Maximum Performance 177 Digitize Planning Processes to Improve Agility in Deploying Your Resources 179 Use Analytics to Make Better Predictions, Forecasts, and Investment Decisions 181 Adopt Advanced Modeling Techniques to Evaluate More Scenarios and Build Consensus 185 The Power of Simulations to “War Game” Scenarios, Pressure Test Plans, and Building a Common Purpose 189 The Power of Models to Algorithmically Balance and Tune Your Revenue Engine 191 Part IV How to Get Started and Drive Impact 193 11 Deliver Growth with Six Smart Actions 195 Deliver Growth with Smart Actions 196 Six Proven Smart Actions That Work 197 Get Better Visibility into the Revenue Cycle 198 Simplify the Selling Workflow 200 Share Marketing Insights with Frontline Sellers 201 Develop and Retain High- Performing Selling Talent 204 Make Selling Channels More Effective 205 Streamline and Personalize the Selling Content Supply Chain 208 12 Tailor Revenue Operations to Work for Your Business, Big or Small 211 How Revenue Operations Can Grow Revenues, Profits, and Value in Your Business 211 Transforming the Large Enterprise 212 Actions Enterprise Leaders Should Be Prioritizing 213 Achieving Hyper- Growth for Small Companies 217 Actions Hyper- Growth Leaders Should Be Prioritizing 218 13 Make the Business Case for Your Growth System, from Activity to Impact 223 Prioritize Actions That Will Generate Short- and Long- Term Value 223 A Financially Valid Framework for Connecting Smart Actions to Firm Value: The Revenue Value Chain 226 How to Apply the Financial Framework to Create Budget, Buy-In, and Action 228 14 Practical Tools to Take Control of Your Revenue Cycle 233 Glossary 243 References 255 Index 265
Subject Areas: Business & management [KJ]
