2 | Enabling Revenue Operations in a 21 st Century Commercial Model Copyright © Revenue Enablement Institute WHAT THIS MEANS TO YOUR BUSINESS Any business can unlock more growth and value from their existing revenue teams and commercial assets by enabling the Revenue Operations blueprint provided in this analysis. The key is to understand the specific ways a Revenue Operations model can accelerate revenue, profit and value growth in your unique business and commercial model. Fo r example: ● C EOs and CX Os in slow growth industries can generate higher valuations by focusing their revenue teams around a more precise set of high opportunity clients, creating a culture of continuous improvement in the commercial process, and eliminating price, margin, and revenue leakage along their customer journeys. ● Executives leading large complex enterprises can become more agile by breaking down functional silos, leveraging prescriptive commercial insights to improve the speed, engagement, and produ ctivity of their selling teams, and demanding higher returns on their data, technology, and content assets. ● Organizations undergoing business model transformation can accelerate the shift to a more predictable and profitable recurrin g revenue model by aligning sales, marketing, and customer teams around a common purpose of generating customer lifetime value and a superior customer experience. ● Hyper - growth cloud companies can create exponential growth with high levels of net recurring revenues by unifyin g commercial operations, revenue teams and assets around a single customer journey and enabling ABM, 1:1 personalization, guidance, and coaching at scale in real time. Every business has a unique commercial model and faces their own growth challenges. Busi ness leaders need to understand where and how they should be transforming their commercial operations to generate the greatest impact and buy - in with the least amount of time and effort. To help CEOs and CXOs zero in on the actions that are most relevant t o their business, the faculty has developed a series of common commercial archetypes that describe typical growth challenges facing B2B firms in the current marketplace. For example, large and complex enterprises face significant challenges as they try to accelerate growth at scale and adapt quickly to changes in market demand, new product innovations, and competitive actions.