The Data-Driven Revenue Operations Team

Aligning Data and Analytics for Better Results

A shift in focus is underway in organizations from a single source of revenue —sales—to a broader view. Whether through the expansion of e-commerce and self-service purchasing or through adoption of recurring revenue models, organizations need to understand and manage more sources of revenue. The recurring revenue model widens emphasis from new business to retaining exiting customers and expanding revenue through upsell and cross-sell opportunities. Accompanying this shift is a need to align marketing, sales, customer service and finance so that an organization is coordinated across all sources of revenue. This alignment is called revenue operations. It is typically the responsibility of the Chief Revenue Officer (CRO) who shares accountability with Marketing, Customer Service and Finance.

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