9 | ENABLING REVENUE OPERATIONS IN A 21 ST CENTURY COMMERCIAL MODEL COPYRIGHT © REVENUE ENABLEMENT INSTITUT E ABOUT THE RESEARCH This research initiative was led by the expert faculty of the Revenue Enablement Institute in collaboration with over 45 industry practitioners and experts. To define and execute this best - practice analysis, our faculty of leading academics, experts, and practitioners in the field of Revenue Enablement and sales mana gement has conducted interviews with 106 CEOs, growth leaders and sales effectiveness professionals and experts between January 2021 and June 2021. In parallel, our research team surveyed 622 sales professionals and evaluated the top 100 technologies that are converging to define and enable the 21 st Century Commercial Model. These experts lent their research and decades of practical experience and external validation to the recommendations about how organizations are transforming the operations that support revenue growth to get sales, marketing, and service organizations to work as one revenue team and make the selling process faster, more digital, data - driven, and measurable in the face of changing buying behavior and underperforming growth assets. The fac ulty contributing directly to this analysis include: Stephen Diorio , Executive Director of the Revenue Enablement Institute. Mr. Diorio is a leading authority on commercial transformation, sales and marketing performance measurement, virtual selling channels, and revenue enablement. He is the author of Beyond e: How Technology is Transforming Sales and Marketing Strategy. Howard Brown , Founder and CEO of ringDNA. Howard is an established authority in revenue science, enablement, and operati ons. For the last ten years he has been leading innovation in how AI can modify selling behavior and improve seller consistency, performance, and readiness. A trained clinical psychologist, Howard is at the vanguard of the technical and psychological advan ces in the science of revenue. Howard’s team at ringDNA is pioneering ways advanced analytics and AI can provide sales and service teams the coaching, guidance, skills, and customer empathy they need to excel. Greg Munster , Managing Director of Sales Transformation, the Revenue Enablement Institute. Greg is a leading authority in sales enablement and customer - centric go - to - market transformation. Greg has led numerous business transformation initiatives to drive revenue optimization and customer s uccess at industry leading global technology firms including Canonical, IBM, Lenovo, and Red Hat. Greg has over a decade of practical experience in the design, implementation and adoption of the sales technology portfolio including CRM, CPQ, Digital Asset Management and Learning Management within enterprises. Jeff McKittrick , Managing Director Digital Selling Platforms, the Revenue Enablement Institute. Jeff is a leading authority in revenue enablement with over 15 years of sales operations leadership experience building and implementing digital selling and sales enablement platforms at Cisco, Hitachi Vantara, and WalkMe. Jeff and his team at Hitachi Vantara won Sirius Decisions’ Program of the Year for Sales Operations for their work on crea ting the Digital Selling Platform. Leonard Ferrington , Managing Director, Summit Partners. Len has a 16 - year track record of successfully funding, guiding, and growing enterprise solutions that leverage advanced analytics, AI, intelligent business automation, e - learning and unified communications to grow revenues and build highly effective teams. He and his team at Summit Partners have focused expertise in solutions and innovations that can enable virtual selling as part of the 21 st Century Commercial Model and the new buying reality. Corey Torrence , Senior Managing Director, Blue Ridge Partners. Mr. Torrence is an authority on sales transformation and revenue operations. He has helped over 300 organizations unlock new growth by designing new organizational approaches, incentives, and systems to optimally reallocate sales time and resources to the best customers, markets, and territories. This steering committee was supported by contributions from academics and subject matter experts from the Revenue Enablement Faculty including David Edelman, Chris Hummel, Michael Smith, and Bruce Rogers and Professors David Reibstein, Leonard Lodish, and Raghu Iyengar of Wharton, and Bob Kelly the CEO of the Sales Management Society.