Revenue Operations

CHAPTER 3Understand Six Pillars of the Management System

In Part I, we learned that Revenue Operations represents a bold new commercial model for the twenty-first century to create sustainable and scalable business growth. It has two components: a management system for aligning the people in your revenue teams, and an operating system for combining and connecting the technology, channels, processes, and data in your business to generate more consistent and scalable growth.

In next few chapters, we focus on the first component, the management system for Revenue Operations. We'll lay out six specific pillars related to the people, process, and technology of revenue growth and go into the detail behind each one (see Figure 3.1). We'll also look at some core leadership principles. And we will then present three alternatives on how to structure leadership of your revenue teams and the commercial operations that support them.

What does it mean to have a management system that aligns marketing, sales, and service to generate more consistent, scalable growth? The answer breaks down into six specific pillars for managing the people, process, and technology of revenue growth: commercial leadership, commercial architecture, commercial insights, commercial asset management, commercial enablement, and commercial operations.

1. Commercial Leadership that unifies marketing, sales, and service: Top-down leadership models to empower and endorse the transformation of the commercial model to ...