Читать книгу Revenue Operations - Stephen Diorio, Chris K. Hummel - Страница 28

1 Monetize commercial assets. Putting your customer data, digital technology, and channel infrastructure assets to work in ways that create value – informing selling decisions, optimizing resource allocation, supporting higher prices, and better conversion rates – can grow revenues, profits, and firm value.

2 Manage the economics of selling. Simplifying the seller experience improves the economics of selling by streamlining and better supporting the day-to-day seller workflow. A less complex selling workflow will help you develop and retain talent, reduce selling costs, and improve the adoption of technology tools.

3 Differentiate the customer experience. Optimizing your commercial processes, portfolio of offerings, revenue team incentives, and enabling investments with a focus on differentiating the customer experience are fundamental to selling in a market where most buyers don't see a material difference between companies they buy from.

4 Enable scalable growth technologies. More centralized management and stewardship of enterprise data, technology, and content assets are essential to executing programs that multiply the efforts of every member of the revenue team, such as: one-to-one personalization, real-time coaching, response management, and account-based marketing capabilities.

5 Support recurring revenues. Creating a common purpose across the revenue team to grow customer lifetime value is essential to selling in a subscription, SaaS, and recurring revenue model.

6 Improve visibility into selling performance. Gaining access to real-time insights into account health, opportunity potential, and seller and pipeline performance is now essential to managing the performance of digital, displaced, diverse, and dynamic revenue teams.

7 Motivate 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 agenda and growing customer lifetime value.

8 Turn technology assets into force multipliers. Modern revenue teams have evolved to operate similar to an army that relies more on agile logistics and operational support infrastructure than individual heroics to be successful. One in four members of the revenue team are now in operations and enablement roles.