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Revenue operations: A systems approach for turning analytics into growth

Author

Listed:
  • Diorio, Stephen

    (Managing Director, Revenue Enablement Institute, USA)

  • Hummel, Chris

    (Managing Director, Revenue Enablement Institute, USA)

  • Rogers, Bruce

    (Managing Director, Revenue Enablement Institute, USA)

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?

Suggested Citation

  • Diorio, Stephen & Hummel, Chris & Rogers, Bruce, 2022. "Revenue operations: A systems approach for turning analytics into growth," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 7(4), pages 306-317, March.
    • Handle: RePEc:aza:ama000:y:2022:v:7:i:4:p:306-317
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    More about this item

    Keywords

    marketing; analytics; sales; data; growth; revenue; intelligence; customer;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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