Читать книгу Revenue Operations - Stephen Diorio, Chris K. Hummel - Страница 2

1  Cover

2  Title Page

3  Copyright

4  Acknowledgments

5  Introduction Marketing: Increasing Ambiguity Sales: Rising Complexity Service: Progressive Emergence About Our Research The Bottom Line

6  PART I: Revenue Operations, A System for Growth CHAPTER 1: Take Control of the Revenue Cycle Introducing Revenue Operations, a New Way to Create Sustainable, Scalable Growth The Financial Link Between Firm Value and Growth The Challenges of Growth in the Twenty-First Century: Customers, Disruptions, and Fragmentation CHAPTER 2: Create Value and Impact from Revenue Operations How Revenue Operations Creates Value The Change Management Hurdle

7  PART II: The Management System to Align Your Revenue Teams CHAPTER 3: Understand Six Pillars of the Management System Commercial Leadership That Unifies Marketing, Sales, and Service Commercial Operations That Support All Growth-Related Functions Commercial Architecture That Maximizes the Return on Selling Assets Commercial Insights Built on Customer Engagement and Seller Activity Data Commercial Enablement Capabilities That Turn Your Technology into a “Force Multiplier” Commercial Practices That Maximize Return from Customer Data, Technology, Content, and Intellectual Property Assets CHAPTER 4: Lead a Modern Business That Aligns Marketing, Sales, and Service Growth Levers Across Executive Functions A New Generation of Growth Leader Emerges CHAPTER 5: Use One of Three Leadership Models: The Tsar, the Federation, and the Chief of Staff The Tsar: Putting a “CXO” in Charge of Revenue Teams The Federation: An Alliance Among Leadership Functions The Chief of Staff: A Revenue Operations “Rock Star” Case Study: Enhancing Value Across the Company at GHX

8  PART III: An Operating System for Conecting Technology, Data, Processes, and Teams CHAPTER 6: Assemble the Nine Building Blocks of Revenue Operations What Does an Operating System for Business Look Like? The Building Blocks of the Revenue Operating System The Team That Connects the Most Dots Wins CHAPTER 7: Connect Your Data, Technology, and Channel Assets to Acquire More Customers The Importance of Strategically Managing the Return on Commercial Assets Building Block #1: Revenue Enablement – CRM, Content, and Learning Technologies That Support Selling Building Block #2: Channel Optimization – Selling Channels That Maximize Effective and Efficient Interactions Building Block #3: Customer-Facing Technology – The Owned Digital Selling Infrastructure That Manages Customer Touchpoints CHAPTER 8: Blend Data into Insights That Inform Selling Actions, Conversations, and Decisions in Real Time Unlocking the Potential of Analytics to Ignite Growth Building Block #4: Revenue Intelligence – Manage and Measure Financial Value Building Block #5: Engagement Data Hub – Leverage Advanced Analytics to Connect Growth Assets to Value Building Block #6: Customer Intelligence – Use Customer Data to Inform Decisions, Actions, and Conversations CHAPTER 9: Extract More Revenue and Margins from Your Teams and Resources Building Block #7: Talent Development - Attract, Develop, and Retain Commercial Talent Building Block #8: Revenue Optimization – Allocate People, Time, and Effort Against Opportunities Building Block #9: Revenue Enhancement – Increase Revenue Yield with Better Packaging, Pricing, and Personalizing Offers CHAPTER 10: Tune the Revenue Operating System to Get Maximum Performance Digitize Planning Processes to Improve Agility in Deploying Your Resources Use Analytics to Make Better Predictions, Forecasts, and Investment Decisions Adopt Advanced Modeling Techniques to Evaluate More Scenarios and Build Consensus The Power of Simulations to “War Game” Scenarios, Pressure Test Plans, and Building a Common Purpose The Power of Models to Algorithmically Balance and Tune Your Revenue Engine

9  PART IV: How to Get Started and Drive Impact CHAPTER 11: Deliver Growth with Six Smart Actions Deliver Growth with Smart Actions Six Proven Smart Actions That Work Get Better Visibility into the Revenue Cycle Simplify the Selling Workflow Share Marketing Insights with Frontline Sellers Develop and Retain High-Performing Selling Talent Make Selling Channels More Effective Streamline and Personalize the Selling Content Supply Chain CHAPTER 12: Tailor Revenue Operations to Work for Your Business, Big or Small How Revenue Operations Can Grow Revenues, Profits, and Value in Your Business Transforming the Large Enterprise Actions Enterprise Leaders Should Be Prioritizing Achieving Hyper-Growth for Small Companies Actions Hyper-Growth Leaders Should Be Prioritizing CHAPTER 13: Make the Business Case for Your Growth System, from Activity to Impact Prioritize Actions That Will Generate Short- and Long-Term Value A Financially Valid Framework for Connecting Smart Actions to Firm Value: The Revenue Value Chain How to Apply the Financial Framework to Create Budget, Buy-In, and Action CHAPTER 14: Practical Tools to Take Control of Your Revenue Cycle

10  Glossary

11  References

12  Index

13  End User License Agreement