Revenue Operations

CHAPTER 6Assemble the Nine Building Blocks of Revenue Operations

In Part I of this book, we established that organic growth is the primary driver of firm value. That growth formula keeps changing, however, as buyer behavior changes, as digital technology becomes critical to selling, and as our organizations deal with the fragmentation of growth functions. To solve these challenges, companies need to balance the art and science of growth by adopting a systems-based commercial model. That model is Revenue Operations.

In Part II of the book, we introduced a management system for aligning your revenue teams. That management system has six specific pillars that embed several core leadership principles. Based on our research and interviews, we presented three alternatives on how to structure the leadership and operations of your revenue teams.

In this section of the book, we introduce the second component system of Revenue Operations, an operating system. This operating system combines technology, data, processes, and teams to help you generate consistent and scalable growth.

Consistency may be boring, but it represents a manageable path to value creation. Businesses like Toyota and GE created hundreds of billions of dollars of firm value by applying continuous process improvement to their operations and supply chains. For this they used principles like Lean Manufacturing, Kaizen, Six Sigma, And Total Quality Management. Why not take a similar approach to the customer-facing part ...