8 Ways Market Leaders Win by Optimizing Their Revenue Operations

Market leading companies are often measured by how well they generate revenue. Not only by total revenue dollars, but also by revenue growth trajectory, speed of revenue acquisition, the lifetime value of each customer, and the recurring nature of their revenues.

In order to optimize all these revenue drivers, your leadership team needs to understand the key drivers of your revenue operations.

The takeaway

Your leadership team needs to make it a priority to develop plans to improve revenue operations.

Use this Design Center checklist of 8 key areas that market leaders utilize to build their dominant revenue market position as identified by the Revenue Enablement Institute.

Revenue Operations is best described as a management model that better aligns sales, marketing, and customer success teams with the assets, systems, and processes that support them using a coherent set of customer and company goals.

Academic and commercial research has made it overwhelmingly clear that growth is a “team sport” and that there is a causal relationship between organizational competence in analytics, marketing, information sharing, agility, and cross-functional collaboration with enterprise value. Investments in customer insights and process agility can enhance your company’s value. How fast and effectively your organization analyzes, leverages, and shares information and customer data can increase tactical marketing returns but also generate long-term enterprise value.

Your leadership team needs to make it a priority to develop plans to improve revenue operations.

Where Do You Start?

Use this Design Center checklist of 8 key areas that market leaders utilize to build their dominant revenue market position as identified by the Revenue Enablement Institute. Check Yes or No for each area.

1. Monetize commercial assets

Commercial assets such as customer data, digital technology, digital channel infrastructure, and customer relationship quality are expensive and valuable intangible assets that make up a substantial portion of the financial value of your company.

Are you using these assets intelligently as a key component of scalable growth?
Yes___ or No____

2. Manage selling economics

Improving your sales team’s seller experience improves the economics of selling by simplifying and better supporting the day-to-day seller workflow.

Do you have an engaging and efficient selling experience that is essential to recruiting and retaining talent, reducing selling costs, scaling growth, and driving competitive differentiation?
Yes___ or No____

3. Provide a unique customer experience

Optimizing the entire commercial process, your customer journey, and investments that differentiate your customers’ experiences is fundamental to selling in the new market reality that has rapidly turned digital.

Do you have an optimized customer journey and a differentiated customer experience?
Yes___ or No____

4. Utilize scalable growth technologies

Instituting more centralized management and stewardship for enterprise data, technology, and content assets is essential to executing 1 to 1 personalization, consultative selling, customer insights, and account based marketing (ABM) capabilities at scale across your organization.

Do you have centralized management for enterprise data, technology, and content assets?
Yes___ or No____

5. Drive business model change

Creating a shared vision across the entire revenue team that grows customer lifetime value is important to enabling business model changes that might utilize important subscription, SaaS, and recurring revenue models.

Does your revenue team have a shared vision to enable business model change?
Yes___ or No____

6. Improve visibility and transparency

Gaining access to real-time commercial insights into account health, opportunity potential, seller, and pipeline performance are now essential to driving revenue growth in the era of digital, geographically displaced, diverse, and dynamic revenue teams.

Do you have the visibility to data needed to optimize performance?
Yes___ or No____

7. Nurture team selling

All of the customer-facing employees across the sales, marketing, and customer support teams need to be managed, measured, and incentivized as one revenue team focused on executing the corporate growth strategy and continually growing customer lifetime value.

Do you have one revenue team or just three separate organizations with different charters and metrics?
Yes___ or No____

8. Enable force multipliers

Modern revenue teams have evolved to operate more like an optimized manufacturing team that relies on agile logistics and operational support infrastructure to be successful. One of four members of the revenue team are now in operations and enablement roles.

Have you embraced an agile approach with the right operational infrastructure?
Yes___ or No____

Where Do You Stand?

So what are your Yes and No totals? If you honestly checked Yes to 7 or all 8 of these areas – Congrats! You are definitely a market leader. But most organizations can only check Yes to a couple of areas. These are challenging revenue operations issues to solve, and it takes thoughtful strategic planning and diligent project execution to move from No to Yes in these areas.

Your Next Step

To unlock all this enterprise value in your company, it is important to partner with a digital product solutions provider that can guide you through the Revenue Operations improvement process. Seek out experts who use outcome driven innovation techniques to create and deploy new digital solutions that will help you realize your revenue generation goals.