12 | Enabling Revenue Operations in a 21 st Century Commercial Model Copyright © Revenue Enablement Institute ABOUT THE REVENUE EN ABLEMENT INSTITUTE The mission of the Revenue Enablement Institute is to educate and arm a new generation of growth leaders with the state - of - the - art management tools, skills, capabilities, and practices they will need to accelerate revenue growth and adapt to the new buying reality. Our facul ty of academics and experts are actively working with owners, CEOs, and their growth leadership teams to develop research, education, and management tools to help them transform sales, marketing, and service systems into high performing growth team s. Our efforts focus on the five key enablers of profitable and sustainable growth. 1. LEADERSHIP – Successful sales and marketing transformation will require new skills and leadership approaches. The next generation of growth leaders must be coaches that find ways to get revenue teams to work together, and find better ways to use data, information, and technology as force multipliers. 2. TEAMWORK – Growth leaders will need new managerial architectures that break down organizational silos and foster teamwork across sales, marketing, and service at scale across the enterprise. Old hierarchical command and control approaches will be too slow, culturally toxic, and introduce too many points of leakage and failures as revenue opportunities move across functions. 3. COMMON INCENTIVES – Revenue teams can only succeed if they have a common purpose. Growth leaders must define a single scorecard for success that will give disparate sales, marketing, and customer success teams the incentives to work tog ether to grow revenue and customer lifetime value. Hierarchical, functional, and waterfall metrics based on linear sales funnels and independent functional roles will fail to either foster teamwork or address current customer behavior. 4. INSIGHTS – All customer - facin g employees need a fully transparent, 360 - degree, real - time view of the entire buying journey if they are going to play like a team. Revenue teams must act on buying signals, location - based opportunities, or churn triggers in service within minutes instead of hours or days. Sharing information horizontally across the enterprise to inform and support teams from across geographies, business units, and market segments is now the key to growing revenues, profits, competitiveness and shar e price. 5. RETURN ON SELLING ASSETS – Revenue leaders must find ways to use technology as a force multiplier and team enabler if they expect to succeed by dramatically increasing historically low levels of salesperson productivity, technology adoption an d return on selling ass ets – content, technology, data, and automation. To do so, they must find ways to use AI - driven sales tools and workflow automation to automatically enforce new sales methodologies into daily practices, input data into CRM profiles, and deploy al l the expe nsive content, thought leadership, and playbooks created by marketing. We hope this excerpt of Enabling Revenue Operations in a 21st Century Model was helpful to you. If you’d like a copy of the full report at no cost, we invite you to reach out to us at ringdna.com to further discuss how we can support Revenue Operations at your company. BUILDING AND ENABLING A 21ST CENTURY REVENUE OPERATIONS MODEL