Revenue operations: A systems approach for turning analytics into growth
Abstract
Selling has become more data-driven, capital intensive and aligned around customer lifetime value. As part of their research for a book (Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth, Wiley 2022), the authors have conducted interviews with 120 senior growth leaders to uncover the systems and structures they are using to generate higher returns from their commercial data assets, which are among the largest financial assets in the business. This paper will draw on original commercial research as well as research from the leading academics in the field of marketing analytics to answer these critical management questions: how can organisations turn customer engagement data into actionable customer insights?; how can organisations use those insights to support decisions, actions and resource allocation?; how can organisations monetise data assets, enable their revenue teams and support the entire revenue cycle?; what are the most financially viable ways organisations can monetise their customer engagement data assets?
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Author's Biography
Stephen Diorio is Managing Director of the Revenue Enablement Institute and 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 organisations to re-engineer their revenue operations to accelerate growth and become more datadriven, 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.
Chris Hummel is a Managing Director at the Revenue Enablement Institute leading chief experience officer (CXO) programmes. Chris is a global chief experience officer with a track record of accelerating revenue and adapting to changes in the buying and selling environment. He has successfully led sales, marketing and product teams at world-class companies such as Oracle, SAP, Schneider Electric, Siemens and United Rentals.
Bruce Rogers is a Forbes Senior Contributor and Managing Director of the Revenue Enablement Institute. Bruce leads research and publishing initiatives focused on how today’s chief experience officers (CXOs) leverage technology and facilitate teamwork to create profitable growth. He has been on the frontlines studying and engaging the leaders of world-class growth organisations and profiled over 500 innovative chief executive officers (CEOs), CXOs and entrepreneurs. He is a former chief insights officer at Forbes and the leader of the Forbes CMO Practice. He is the author of several books and seminal publications on growth leadership.
Citation
Diorio, Stephen, Hummel, Chris and Rogers, Bruce (2022, March 1). Revenue operations: A systems approach for turning analytics into growth. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 7, Issue 4. https://doi.org/10.69554/ADYQ3148.
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