Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth

ISBN-13: 9781119871118 / Angielski / Twarda / 2022 / 304 str.

Chris K. Hummel; Stephen Diorio

Recenzje

"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

Spis treści

FORWARDACKNOWLEDGEMENTSINTRODUCTION - Growth Is GoodPART I: REVENUE OPERATIONS, A SYSTEM FOR GROWTHCHAPTER 1: A Bold Approach to Take Control of the Entire Revenue CycleIntroducing Revenue Operations, a New Way to Create Sustainable, Scalable GrowthThe Financial Link Between Firm Value and GrowthThe Challenges of Growth in the 21st Century: Customers, Disruptions and FragmentationCHAPTER 2: The Value and Impact of Revenue OperationsHow Revenue Operations Creates ValueEight Ways Revenue Operations Creates Financial ValueThe Change Management HurdlePART II: A MANAGEMENT SYSTEM TO ALIGN YOUR REVENUE TEAMSCHAPTER 3: The Six Pillars of the Management SystemCommercial Leadership that Unifies Marketing, Sales, and ServiceConsolidated Operations that Support All Growth-related FunctionsCommercial Architecture that Maximizes the Return on Selling AssetsCommercial Insights Built upon Customer Engagement and Seller Activity DataCommercial Enablement Capabilities that Turn Your Technology into a "Force Multiplier"Best Practices for Managing Data, Technology, Content, and Intellectual Property AssetsCHAPTER 4: Leadership That Aligns Sales, Marketing and ServiceGrowth Levers across Executive FunctionsA New Generation of Growth Leader EmergesCHAPTER 5: Three Leadership Models: The Tsar, the Federation and the Chief of StaffThe Tsar: Putting a "CXO" in Charge of Revenue TeamsThe Federation: An Alliance Among Leadership FunctionsThe Chief of Staff: A Revenue Operations "Rock Star"CASE STUDY: Enhancing Value Across the Company at GHXPART III: AN OPERATING SYSTEM FOR CONECTING TECHNOLOGY, DATA, PROCESSES, AND TEAMSCHAPTER 6: Assemble the Nine Building Blocks of Revenue OperationsWhat Does an Operating System for Business Look Like?The Building Blocks of the Revenue Operating System (ROS)The Team That Connects the Most Dots WinsCHAPTER 7: Connect Your Data, Technology and Channels to Acquire More CustomersBuilding Block #1: Revenue Enablement: CRM, sales enablement, content and learning technologies that support sellingBuilding Block #2: Channel Optimization: selling channels that engage customers in human interactionsBuilding Block #3: Customer Facing Technology: the "owned" digital selling infrastructure that engage customers digitallyCHAPTER 8: Blend Data into Insights that Inform Selling Actions, Conversations and Decisions in Real-TimeBuilding Block #4: Revenue Intelligence: Manage and Measure Financial ValueBuilding Block #5: Engagement Data Hub: Leverage Advanced Analytics to Connect Growth Assets to ValueBuilding Block #6: Customer Intelligence: Use Customer Data to Inform Decisions, Actions and ConversationsCHAPTER 9: Extract More Revenue and Margins from Your Teams and ResourcesBuilding Block #7: Talent Development: Attract, Develop and Retain Commercial TalentBuilding Block #8: Resource Optimization: Allocate People, Time and Effort Against OpportunitiesBuilding Block #9: Revenue Enhancement: Increase Revenue Yield with Packaging, Pricing and Personalized OffersCHAPTER 10: Tune the Operating System to Get Maximum PerformanceDigitize Planning Processes to Improve Agility in Deploying Your ResourcesUse Analytics to Make Better Predictions, Forecasts and Investment DecisionsAdopt Advanced Modeling Techniques to Evaluate More Scenarios and to Build ConsensusPART IV: HOW TO GET STARTED AND DRIVE IMPACTCHAPTER 11: Six Smart Actions to Deliver GrowthGet Better Visibility into the Revenue CycleSimplify The Selling WorkflowShare Marketing Insights with Frontline SellersDevelop and Retain High Performing Selling TalentMake Selling Channels More EffectiveStreamline and Personalize the Selling Content Supply ChainCHAPTER 12: Big or Small: Tailor Revenue Operations to Work for Your BusinessHow Revenue Operations Can Grow Revenues, Profits and Value in Your BusinessActions Enterprise Leaders Should Be PrioritizingAchieving Hyper-growth for Small CompaniesCHAPTER 13: Activity to Impact: Make the Business Case for Your Growth SystemPrioritize the Actions that Will Generate Short- and Long-Term ValueA Financially Valid Framework for Connecting Smart Actions to Firm Value: The Revenue Value ChainUse the Revenue Value Chain to Create Budgets, Earn Buy-In and Take ActionAPPENDIX: PRACTICAL TOOLS TO IMPLEMENT REVENUE OPERATIONSGlossaryA Simple Way to Assess the Current Maturity of Your System of GrowthCitationsIndex

O autorze

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.