Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth - Hardcover

by Stephen G. Diorio (Author), Chris K. Hummel (Author)

Crush siloes by connecting teams, data, and technologies with a new systems-based approach to growth.

Growing a business in the 21st Century has become a capital intensive and data-driven team sport. In Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth, an accomplished team of practitioners, academics, and experts provide a proven system for aligning revenue teams and unlocking growth. The book shows everyone how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. With Revenue Operations, you'll understand what it takes to successfully transition to the new system of growth without killing your existing business. This practical and executable approach can be used by virtually any business - large or small, regardless of history or industry - that wants to generate more growth and value. By reading this book you will find:

• Real-world case studies and personal experiences from executives across an array of high technology, commercial, industrial, services, consumer, and cloud-based businesses.
• The six core elements of a system for managing your commercial operations, digital selling infrastructure, and customer data assets.
• Nine building-blocks that connect the dots across your sales and marketing technology ecosystem to generate more consistent growth and a better customer experience at lower costs.
• The skills and tools that next generation growth leaders will need to chart the roadmap for a successful career in any growth discipline for the next 25 years.

An indispensable resource for anyone who wants to get more from their business - board members, CEOs, business unit leaders, strategists, thought leaders, analysts, operations professionals, partners, and front-line doers in sales, marketing, and service - Revenue Operations is based on over one thousand surveys of and interviews with business professionals conducted during 2020 and 2021. It also includes a comprehensive analysis of the sales and marketing technology landscape. As a perfectly balanced combination of academic insight and data-driven application, this book belongs on the bookshelves of anyone responsible for driving revenue and growth.

Front Jacket

Capital intensive, data-driven, and team-based, business growth in the twenty-first century requires professionals to navigate an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion.

In Revenue Operations a veteran team of practitioners, academics, and experts delivers a proven system for aligning revenue teams and unlocking growth. In this book, you'll learn how to simplify selling and accelerate revenue expansion by successfully transitioning to a new system of growth without compromising your existing business. Virtually any firm--large or small--can effectively use the practical and hands-on approach described in this book. It works in any industry or sector to generate growth and value.

Real-world case studies and personal anecdotes and experiences from executives across a wide range of high technology, commercial, industrial, service, consumer, and cloud-based businesses populate the book, illustrating and explaining the concepts discussed inside. The authors explore the six core elements for managing your commercial operations, digital selling infrastructure, and customer data assets. They also present the nine building blocks that connect the dots across your sales and marketing technology ecosystem to generate consistent, remarkable growth and an unsurpassed customer experience that costs less and delivers more.

Revenue Operations builds on over one thousand recent surveys and interviews with business professionals to provide board members, CEOs, business unit leaders, strategists, thought leaders, analysts, partners, and operations professionals with an indispensable playbook for business growth. It is a perfectly balanced combination of academic insight and data-driven applications tailor-made for modern businesses seeking to optimize sales, marketing, and customer service.

Back Jacket

Praise for REVENUE OPERATIONS

"Revenue Operations is an essential career roadmap for those who have made growth their cornerstone objective."
--Bob Liodice, President and CEO, The Association of National Advertisers

"Revenue Operations harnesses advanced analytics to align resources to opportunities and to drive better revenue performance. It gives managers a science-based approach to managing every aspect of the go-to-market system."
--Frank Jules, President, AT&T Business

"Growing revenue has emerged as the ultimate team sport that separates winners from losers. Revenue Operations provides systems for breaking silos and aligning revenue teams in a rapidly changing world."
--General Stanley McChrystal (ret.), Author of Team of Teams

"Connecting more dots across the revenue cycle creates more value for the customers. Diorio and Hummel nail the roadmap on how to do this."
--Bill Koenigsberg, CEO, Horizon Media, Inc.

"Historically we've taught and managed the science of growth as a set of individual disciplines, but the real-world problem of growing a business is interdisciplinary in nature. Diorio and Hummel do a great job of defining clear skills, structures, and systems leaders can use to manage, coordinate, and align all these disciplines coherently around the customer."
--Professor David Reibstein, The Wharton School of Business, University of Pennsylvania

"In Revenue Operations, Hummel and Diorio underscore the importance of a cohesive Revenue Operating System, highlighting how to align your teams and harness the power of data--all while maintaining a customer-first approach."
--Meredith Schmidt, EVP, Revenue Cloud & Solutions, Salesforce

"Revenue Operations provides a clear formula for alignment around a common purpose: maximizing customer value. This is a must-read book for every member of the revenue team."
--Christian Smith, CRO, Splunk

"An indispensable resource for anyone who wants to grow their business - from the CEO to sales and marketing leaders, to operations professionals and front line sellers."
--Mike Marcellin, CMO, Juniper Networks

"Revenue Operations addresses the biggest problem facing CEOs and business leaders, revenue growth, by providing a playbook that can be executed one step at a time."
--Sam Errigo, COO, Konica Minolta

"This is a must-read book for any professional who wants to succeed in the subscription economy."
--Robbie Traube, CRO, Zuora

Author Biography

STEPHEN DIORIO is the Managing Director of the Revenue Enablement Institute, and a Senior Fellow at the Wharton Customer Analytics Initiative. He is a leading authority in go-to-market transformation, sales and marketing performance management, and revenue operations. Over the past 30 years, Stephen has helped over 100 organizations like American Express, DuPont, IBM, Intuit, Ricoh, UPS, and U.S. Bank to reengineer their selling strategies, technology portfolios, and revenue operations to accelerate growth and become more data-driven, digital, and accountable. He is a widely published analyst at Forbes and has authored several books on commercial transformation including Beyond e: How Technology is Transforming Sales and Marketing Strategy.

CHRIS HUMMEL is a Managing Director at the Revenue Enablement Institute leading CXO programs. Chris is a global CXO with a proven track record of accelerating revenue and adapting to changes in the buying and selling environment. He has successfully led sales, marketing, product, and digital teams at world-class companies like Oracle, SAP, Schneider Electric, Siemens and United Rentals. Over the past 25 years he has developed 360-degrees of experience driving every aspect of the commercial system--as a GM, F500 CMO and Chief Commercial Officer responsible for growth--while also leading the core marketing operations, field marketing, sales operations and customer care teams that support them.