Stephen Diorio - Revenue Operations

1 Cover

2 Title Page “Companies need the right technology, process, and strategy to accelerate revenue streams and efficiency.” — Meredith Schmidt , EVP, Revenue Cloud & Solutions, Salesforce STEPHEN G. DIORIO CHRIS K. HUMMEL

3 Copyright

4 Acknowledgments

5 Introduction Marketing: Increasing Ambiguity Sales: Rising Complexity Service: Progressive Emergence About Our Research The Bottom Line

6 PART I: Revenue Operations, A System for Growth CHAPTER 1: Take Control of the Revenue CycleIntroducing Revenue Operations, a New Way to Create Sustainable, Scalable Growth The Financial Link Between Firm Value and Growth The Challenges of Growth in the Twenty-First Century: Customers, Disruptions, and Fragmentation CHAPTER 2: Create Value and Impact from Revenue Operations How Revenue Operations Creates Value The Change Management Hurdle

7 PART II: The Management System to Align Your Revenue Teams CHAPTER 3: Understand Six Pillars of the Management System Commercial Leadership That Unifies Marketing, Sales, and Service Commercial Operations That Support All Growth-Related Functions Commercial Architecture That Maximizes the Return on Selling Assets Commercial Insights Built on Customer Engagement and Seller Activity Data Commercial Enablement Capabilities That Turn Your Technology into a “Force Multiplier” Commercial Practices That Maximize Return from Customer Data, Technology, Content, and Intellectual Property Assets CHAPTER 4: Lead a Modern Business That Aligns Marketing, Sales, and ServiceGrowth Levers Across Executive Functions A New Generation of Growth Leader Emerges CHAPTER 5: Use One of 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

8 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 The Team That Connects the Most Dots Wins CHAPTER 7: Connect Your Data, Technology, and Channel Assets to Acquire More CustomersThe Importance of Strategically Managing the Return on Commercial Assets Building Block #1: Revenue Enablement – CRM, Content, and Learning Technologies That Support Selling Building Block #2: Channel Optimization – Selling Channels That Maximize Effective and Efficient Interactions Building Block #3: Customer-Facing Technology – The Owned Digital Selling Infrastructure That Manages Customer Touchpoints CHAPTER 8: Blend Data into Insights That Inform Selling Actions, Conversations, and Decisions in Real TimeUnlocking the Potential of Analytics to Ignite Growth 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: Revenue Optimization – Allocate People, Time, and Effort Against Opportunities Building Block #9: Revenue Enhancement – Increase Revenue Yield with Better Packaging, Pricing, and Personalizing Offers CHAPTER 10: Tune the Revenue 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 Build Consensus The Power of Simulations to “War Game” Scenarios, Pressure Test Plans, and Building a Common Purpose The Power of Models to Algorithmically Balance and Tune Your Revenue Engine

9 PART IV: How to Get Started and Drive Impact CHAPTER 11: Deliver Growth with Six Smart Actions Deliver Growth with Smart Actions Six Proven Smart Actions That Work Get Better Visibility into the Revenue Cycle Simplify the Selling Workflow Share Marketing Insights with Frontline Sellers Develop and Retain High-Performing Selling Talent Make Selling Channels More Effective Streamline and Personalize the Selling Content Supply Chain CHAPTER 12: Tailor Revenue Operations to Work for Your Business, Big or SmallHow Revenue Operations Can Grow Revenues, Profits, and Value in Your Business Transforming the Large Enterprise Actions Enterprise Leaders Should Be Prioritizing Achieving Hyper-Growth for Small Companies Actions Hyper-Growth Leaders Should Be Prioritizing CHAPTER 13: Make the Business Case for Your Growth System, from Activity to ImpactPrioritize Actions That Will Generate Short- and Long-Term Value A Financially Valid Framework for Connecting Smart Actions to Firm Value: The Revenue Value Chain How to Apply the Financial Framework to Create Budget, Buy-In, and Action CHAPTER 14: Practical Tools to Take Control of Your Revenue Cycle

10 Glossary

11 References

12 Index

13 End User License Agreement

1 Chapter 1 FIGURE 1.1 The Revenue Cycle FIGURE 1.2 Sources of Shareholder Return. Source: Data from E. Olsen, F. Pla ... FIGURE 1.3 Revenue Growth and Firm Value. Source: Blue Ridge Partners, Pitch ... FIGURE 1.4 The Commercial Processes That Create Firm Value. Source: 1) Brand ... FIGURE 1.5 The Megatrends That Changed the Growth Formula

2 Chapter 3 FIGURE 3.1 The Six Pillars of a Management System for Revenue Operations

3 Chapter 4FIGURE 4.1 Distribution of Growth Levers Across Executive Functions

4 Chapter 6FIGURE 6.1 The Revenue Operating System: IntroductionFIGURE 6.2 The Revenue Operating System: Building BlocksFIGURE 6.3 The Modern Growth Investment Mix. Source: The Marketing Accountab ...FIGURE 6.4 The Revenue Operating System

5 Chapter 7FIGURE 7.1 The Effectiveness of Technology Infrastructure Supporting the Sal...FIGURE 7.2 Aligning the Technology Stack with the Most Common Points of Fail...FIGURE 7.3 Three Ways Technology Can Enhance Selling ChannelsFIGURE 7.4 Connecting the Dots Between Sales Engagement Data and Business Va...

6 Chapter 8FIGURE 8.1 The Top Opportunities to Better Manage Sales Teams. Source: Reven ...

7 Chapter 9FIGURE 9.1 The Top Ways Customer Behavior Is Impacting Remote Selling Produc...

8 Chapter 10FIGURE 10.1 The Interrelated Decision Factors That Inform Growth System Perf...

9 Chapter 11FIGURE 11.1 Revenue Cycle InsightsFIGURE 11.2 The Digital Selling PlatformFIGURE 11.3 Account-Based MarketingFIGURE 11.4 The Integrated Learning and Development ProcessFIGURE 11.5 Real-Time Data-Driven SellingFIGURE 11.6 Intelligent Response Management

10 Chapter 12FIGURE 12.1 The Relative Performance and Valuation of Different Commercial M...FIGURE 12.2 The Relative Performance and Valuation of Different Commercial M...

11 Chapter 13FIGURE 13.1 The Revenue Value ChainFIGURE 13.2 The Revenue Value Chain (Example)

1 Cover Page

2 Title Page “Companies need the right technology, process, and strategy to accelerate revenue streams and efficiency.” — Meredith Schmidt , EVP, Revenue Cloud & Solutions, Salesforce STEPHEN G. DIORIO CHRIS K. HUMMEL

3 Copyright

4 Acknowledgments

5 Introduction

6 Table of Contents

7 Begin Reading

8 Glossary

9 References

10 Index

11 WILEY END USER LICENSE AGREEMENT

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