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.

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