ABOUT THIS BEST PRACTICES RESEARCH About the Authors Stephen Diorio is the Managing Director of the Revenue Enablement Institute, and a Senior Fellow at the Wharton Customer Analytics Initiative. A leading authority in go-to-market transformation, sales and marketing performance management, and revenue operations, Stephen has helped over 100 organizations to reengineer their revenue operations to accelerate growth and become more data-driven, digital, and accountable. He has authored several books on commercial transformation including Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth (Wiley). Bruce Rogers is Managing Director at the Revenue Enablement Institute and a recognized leader in growth leadership, Mr. Rogers leads research and publishing initiatives focused on how today’s CXOs leverage technology and facilitate teamwork to create profitable growth. For the past 30 years, Bruce has been on the front lines studying and engaging the leaders of world-class growth organizations. He has profiled over 400 innovative CEOs, CXOs and entrepreneurs as the Chief Insights Officer at Forbes and the leader of the Forbes CMO Practice. He is the author of several seminal publications on growth leadership including Publish or Perish: A CMOs guide to Brand Publishing; Marketing Accountability: A CEOs Blueprint for Driving Enterprise Value; and Profitable Brilliance: How Professional Service Firms Become Thought Leaders.” About the Revenue Enablement Institute The Revenue Enablement Institute™ is an advisory and research firm that arms the next generation of target buyers, customers, influencers and senior growth leaders with solutions, skills, capabilities, and best practices they will need to accelerate revenue growth and adapt to the new market environment. Our faculty of academics and experts are actively working with owners, CEOs, and their growth leaders to help them transform sales, marketing, and service system into a Revenue Operations model that is more digital, data-driven, and measurable. Unlike traditional go-to-market partners - including analysts, PR, media, consultants, and resellers – the Institute has developed a proprietary go-to-market system that allows us to directly and measurably execute our customers positioning, go-to-market, and client engagement goals in a highly cost-effective manner. Our system combines our unique assets - brand, credibility, channels, research, intellectual property, relationships, and channels - to create preference, pricing power, and activation with customers while delivering superior, sustainable, and scalable program performance to our clients. Contact Us: 3 Cross Brook Lane Westport, CT 06880 (203) 227-6020 www.revenueenablement.com Thought Leadership Selling Page 18 © Revenue Enablement Institute 2022