Revenue Operations

CHAPTER 7Connect Your Data, Technology, and Channel Assets to Acquire More Customers

The Importance of Strategically Managing the Return on Commercial Assets

The assets that support growth – e.g. customer data, digital channels, sales content, product knowledge, and so on – are among the most financially valuable assets in your business. We like to call them commercial assets. Your operating system must give you the capability to strategically manage those assets.

We've gone from managing sellers to managing selling ecosystems. Humans are still critical, but money and budgets are shifting from human capital to the tools that make those humans more effective. As part of this change, the growth technology portfolio for selling has grown in scale, cost, and complexity.

To acquire new customers, the operating system must help sellers without overburdening them. It must rebalance channels appropriately to maximize revenue yields and turn an organization's owned digital infrastructure into a competitive weapon. Here are some examples of managing core growth assets:

1. People: Improve the return on investment from your customer-facing employees. Focus them on the right actions, clients, and conversations. Maximize time spent engaging buyers. Optimize your ability to onboard, ramp, coach, and reinforce the selling behaviors and activities that create customer value. “We focus a lot on our return on assets and the return we get on investment capital – which is north of 20% for us,” reports ...