Revenue operations: A systems approach for turning analytics into growth

Stephen Diorio, Chris Hummel and Bruce Rogers
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Stephen Diorio: Managing Director, Revenue Enablement Institute, USA
Chris Hummel: Managing Director, Revenue Enablement Institute, USA
Bruce Rogers: Managing Director, Revenue Enablement Institute, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2022, vol. 7, issue 4, 306-317

Abstract: Selling has become more data-driven, capital intensive and aligned around customer lifetime value. As part of their research for a book (Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth, Wiley 2022), the authors have conducted interviews with 120 senior growth leaders to uncover the systems and structures they are using to generate higher returns from their commercial data assets, which are among the largest financial assets in the business. This paper will draw on original commercial research as well as research from the leading academics in the field of marketing analytics to answer these critical management questions: how can organisations turn customer engagement data into actionable customer insights?; how can organisations use those insights to support decisions, actions and resource allocation?; how can organisations monetise data assets, enable their revenue teams and support the entire revenue cycle?; what are the most financially viable ways organisations can monetise their customer engagement data assets?

Keywords: marketing; analytics; sales; data; growth; revenue; intelligence; customer (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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