Читать книгу Revenue Operations - Stephen Diorio, Chris K. Hummel - Страница 14

Executives and managers today are using outdated twentieth-century tools to govern and manage twenty-first-century businesses. These archaic twentieth-century management tools were built around a functional structure that sought a balance between the responsiveness of a strong local presence and the efficiency of centralized, global-scale operations. Today's reality is different, and personalized offerings delivered with the efficiency of global scale are expected. We're fighting a different battle between fragmentation and alignment. To connect the dots and layer in the science of growth, data, insight, and knowledge must be shared throughout the organization to provide them the EQ, the IQ, and the bias for actions that deliver results.

That's what this book is all about: Revenue Operations, a bold system to steadily drive growth in the twenty-first century. We'll take you through three core sections. Part I defines Revenue Operations and its impact. Part II articulates the key pillars that make up the management system and helps you decide which leadership model works best for you. Part III lays out the building blocks of the operating system for your business. Here we focus on improving the return on your technology, data, process, and team investments and on giving you a good sense of the priority capital investments you need to make. In Part IV we bring it all together with the concept of Smart Actions and provide you tools to best implement Revenue Operations for your own company.

This book will help owners, CEOs, and the heads of the marketing, sales, and service functions – the growth leaders that we will refer to as “CXOs.” This work will also help revenue-centric employees on the front line take a more systemic approach to growing their business. Furthermore, the lessons and insights inside will help large enterprises and small companies looking to accelerate growth.

We sincerely hope you enjoy Revenue Operations.