9 | Enabling Revenue Operations in a 21 st Century Commercial Model Copyright © Revenue Enablement Institute A STEP BY STEP APPROACH TO COMMERCIAL TRANSFORMATION Step 1 Step 2 S tep 3 S tep 4 90 Days 180 Days 12 Months 18 Months • Operations: Assign an executive to measure the performance of commercial process, operations and analysis and establish a center of excellence to coordinate operations resources, enablement capabilities and assets across the enterprise customer journey. • A rchitecture: Quantify the potential to increase rep engagement, productivity, speed at lower cost to sell by adjusting coverage, roles, account priorities, incentives, and seller emphasis. • Insights: Use predictive insights to significantly focus account p riorities based on potential, propensity to buy and coverage difficulty. • Enablement : Prove the impact of data - driven selling by piloting real time coaching and guidance by combining existing customer engagement and seller activity data • Asset Management: E valuate the sales technology portfolio and customer data assets to identify immediate ways to rationalize the technology stack to eliminate waste, redundancy, stranded or non - performing assets and streamline the seller experience and improve adoption. • Lea dership: Create 100% accountability by defining financially valid criteria to prioritize, size, allocate and measure the performance of all commercial teams, budgets, operations, and enablement assets. • Operations: Map the cross functional customer journey to identify and eliminate the handoffs and “air gaps” in the prospect to cash cycle to reduce revenue and margin leakage and identify the moments that matter. • Architecture: Modify the go - to - market strategy, sales force design, and TQP plan to double the engagement, speed, and productivity of revenue teams while reducing the associated cost of sales. • Enablement: Enable real time sales guidance and 1:1 coaching at scale across all customer facing sales, marketing, and success functions • Insights: Define and enable KPI that quantify opportunity potential, seller performance, account and pipeline health based on customer engagement and seller • Asset Management: Redeploy operations resources from functional silos to streamline the administration of data, technol ogy, and content. • Leadership: Install a single growth executive (CXO) to align and manage all sales, marketing, partner, and customer success teams and establish a common purpose to grow customer lifetime value. • Operations: Integrate sales operations and sales enablement and marketing operations to provide end to end management of all customers facing teams and assets along the customer journey • Architecture: Redefine territory boundaries and quota assignments based on more precise data inputs • Insights: Es tablish a center of excellence for customer analytics to generating more commercial insights from customer engagement and seller activity assets • Enablement : Converge readiness, enablement, and engagement solutions into a RevOps platform that supports ongoi ng, closed loop and real time training and development to accelerate ramp, improve the readiness and skill across the entire revenue team, and retain top talent • Asset Management: Reconfigure the commercial technology stack to support digital selling by re ps and create a closed loop integrated learning and development process. • Leadership: Centralize all operations supporting growth under a CXO with a broad transformation remit and authority to lead change • Architecture: Fully align incentive compensation across sales, marketing, and customer experience around customer lifetime value, CX, and corporate growth objectives. • Enablement: Redeploy operations and analytics resources to create capabilities that create scalable an d non - linear growth including 1:1 personalization at scale, real time training at scale, response management, data - driven sales resource allocation, and ABM. • Insights: Develop effective analytics to assess customer sentiment, trust, distress, and intent i n real time during customer interactions to improve the customer experience, conversion, and relationship quality. • Asset Management: Build the commercial technology roadmap around core platform partners who can aggregate, orchestrate, and convert customer engagement and revenue intelligence data into commercial insights in real time.