Revenue Operations

CHAPTER 2Create Value and Impact from Revenue Operations

We interviewed and surveyed hundreds of business leaders as part of our primary research. These included CEOs and leaders of growth-oriented businesses, large and small. In parallel we worked with the leading academics across the disciplines of marketing, sales, and service, as well as experts in areas like customer analytics, sales enablement, and marketing technology. Our research team evaluated thousands of technologies that are shaping and enabling the modern commercial model.

Most of the executives we interviewed described Revenue Operations as a system (or commercial model) for generating more sustainable and scalable business growth. The majority told us that Revenue Operations is an important if not existential business issue. They also felt that it was not fully developed as a business discipline, but it must become one because everyone will need to understand better if they expect to do their jobs, get promoted, and succeed in the marketplace.

Given the volume of online discussion traffic on the topic, it seems like many organizations are trying to deploy Revenue Operations in some form. Current research estimates project high levels of Revenue Operations adoption, particularly among smaller business-to-business organizations and technology businesses shifting to a recurring revenue model. For example, Forrester Research suggests over two-thirds of organizations have already deployed Revenue Operations – either ...