8 | ENABLING REVENUE OPERATIONS IN A 21 ST CENTURY COMMERCIAL MODEL COPYRIGHT © REVENUE ENABLEMENT INSTITUT E TABLE OF CONTENTS I. ABSTRACT: A MANAGEMENT SYSTEM FOR ALIGNING SALES, MARKETING AND CUSTOMER SUCCESS ...... .................... ...... 2 II. ABOUT THIS RESEARCH .................................................................................................................................................... ...... ........ 6 III. THE BUSINESS CASE FOR REVENUE OPERATION S 1. What is Revenue Operations? .............................................. ..... ................................................................................. . ............. 7 2. Six Keys to Aligning High Performing Revenue Teams and Maximizing the Return on Commercial Assets ...... .. ....... 10 3. The Revenue Operations Maturity Model ................................................................................................................. ....... ...... 14 4. How Revenue Operations Creates Value ...... .......................................................... .................................................... .. ...... 15 5. Why Revenue Operations Matters to the CEO ............................................................................................................ ........... 19 6. The Emerg ence of the CXO - a Leader with a Mandate to Unify Sales, Marketing and Customer Success ....... ... ...... 21 IV. HOW REVENUE OPERATIONS CAN GROW REVENUES, PROFITS AND VALUE IN YOUR BUSINESS 1. What This Means to Your Business ................................................................................. ...... ................................................... 2 5 2. What Your Organization Should Be Prioritizing ................................................... .... .............................................................. 2 7 3. Smart and Impactful Ways to Stairstep Your Organization to Commercial Transformation ... .. .................................. 3 1 V. SIX MEGA TRENDS DRIVING THE EMERGENCE OF REVENUE OPERATIONS 1. The Emergence of Ecosystems That Connect Technology Assets to Value .......................... ............ .... ........................... 3 2 2. The Pivot to Virtual Selling Channels Accelerates Change ..................................................................... ...... ...................... 3 5 3. Business Model Transformation Drives Greater Focus on the Customer .................................................................. 37 4. “New School” Buying Behavior Has Eclipsed “Old School” Selling ................................................................................. 39 5. Greater Accountability for Financial Returns on Growth Assets .................................................................................... 4 1 6. A Revolution in Advanced Sales Analytics Creates a New Basis for Growth and Value Creation .............................. 4 3 VI. HOW TO GET STARTED ON YOUR TRANSFORMATION 1. Making Revenue Operations a Reality by Stairstepping Your Way to Transformation ............................ ............... . .... 45 2. A 90 Day Action Plan ............................................................................................................................................................... 47 I. How to Conduct a Revenue Operations Maturity Assessment ................................................................................. 48 II. How to Create a Commercial Architecture Financial Impact Analysis ...................................................................... 49 III. How to Conduct a Commercial Technology Portfolio Review ................................................................................... 5 0 IV. How to Pilot Real Time Guidance and Coaching in 60 Days ....................................................................................... 5 1 APPENDIX: THE REVENUE OPERATIONS MATURITY MODEL VII. A BLUEPRINT FOR ENABLING HIGH PERFORMING REVENUE TEAMS ........................................................................... . .......... 5 3 1. Commercial Leadership: Leading Transformation and Change from The Top ..................................................................... 5 4 2. Commercial Operations: Aligning Sales, Marketing and Customer Success Operations and Teams ...... ............. ............ 6 1 3. Commercial Architecture: Redeploying to Improve Coverage, Control and Customer Experience at Lower Cost ....... 69 4. Commercial Insights: Turning Big Data into Actionable Insights That Create Value and Visibility in Real Time ............ 79 5. Commercial Enablement: Turni ng Technology into a Force Multiplier that Simplifies and Speeds Selling ................... 89 6. Commercial Asset Management: Greater Accountability and Financial Returns on Growth Assets ............................... 10 2 VIII. CITATIONS .......................................................................................................................................................................................... 11 3 IX. ABOUT THE REVENUE ENABLEMENT INSTITUTE ............................................................................................................................ 1 17