2 | ENABLING REVENUE OPERATIONS IN A 21 ST CENTURY COMMERCIAL MODEL COPYRIGHT © REVENUE ENABLEMENT INSTITUT E WHAT IS REVENUE OPERATIONS AND HOW DOES IT CREATE VALUE? A Management System for Aligning Sales, Marketing, And Customer Success and Realizing More Revenues, Opportunities and Firm Value The formula for revenue growth has changed dramatically in the last 25 years as buying has become more digital, data - driven, and complex. The commer cial model has evolved to the point where traditional structures for managing the people, processes, technologies, and assets that support revenue growth are inadequate. The emergence of complex technology enabled selling systems – amplified by the wholesale business model transformation and changing customer buying behavior in B2B businesses – have changed the basis for generating revenue growth in the 21 st Century. The forces behind this change are fundamental. • The customer experience has emerged as the primary basis of competition as digitally enabled customers armed with better information and access are putting a premium on speed, agility, personalized content, and channel integration. This has created pressure on organizations to e stablish a single cross functional commercial process across the enterprise and coordinate across management systems and platforms to ensure a unified customer experience as the performance goal. • Cloud business models have increased the importance of growi ng customer equity and lifetime value as a driver of firm value and forced sales, marketing, customer experience and support services teams to find ways to work together collectively as one revenue team. • The assets that support modern selling – customer d ata, technology, content, and digital channel infrastructure – have grown to represent the lion’s share of growth investment and firm value. These critical commercial assets significantly underperform in most organizations because they are not properly mea sured, funded, or managed and they fail to adequately support the entire revenue team and enable scalable technologies such as 1:1 personalization, real - time coaching, response management, and account based marketing at scale. • Information velocity and visi bility increasingly determine selling effectiveness . The speed of engagement and the velocity at which information needs to be commercialized and shared across the organization has accelerated to the point where