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
