Revenue Operations

CHAPTER 9Extract More Revenue and Margins from Your Teams and Resources

The third element of a Revenue Operating System is to leverage digital technology and advanced analytics to create value by improving the performance and financial contribution of revenue teams. These technologies can accelerate sales growth and extract more revenue, margin, and value from your revenue teams by:

• Optimizing the allocation of revenue team resources to realize a greater share of your target markets
• Developing and retaining high-performing selling talent
• Focusing your selling teams on the best account opportunities
• Ensuring more sales reps achieve quota targets
• Generating more value in terms of price realization, share of wallet, and margin in sales transaction
• Expanding customer contract value, lifetime value, and annualized recurring revenues

One major opportunity, when it comes to getting more revenue from your teams, is to focus on a better system for recruiting, ramping, and retaining top sales talent—to make sure, in short, that you're building a strong, capable team. Doing so will improve revenue growth and sales quota attainment while reducing cost to sell. Ninety percent of the executives we spoke with agree that their sales reps are their biggest growth asset. Yet, in our experience, few manage their sales reps as valuable assets. Most don't realize how poorly those assets are performing on a financial basis or the true cost of attrition on sales, margins, and costs. If the average ...