Revenue Operations. Stephen Diorio

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       “Companies need the right technology, process, and strategy to accelerate revenue streams and efficiency.”

      — Meredith Schmidt, EVP, Revenue Cloud & Solutions, Salesforce

       STEPHEN G. DIORIO

       CHRIS K. HUMMEL

REVENUE OPERATIONS

      A NEW WAY TO ALIGN SALES & MARKETING, MONETIZE DATA, AND IGNITE GROWTH

Copyright © 2022 by Stephen Diorio and Christopher Hummel. All rights reserved.

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

      Published simultaneously in Canada.

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       Library of Congress Cataloging-in-Publication Data:

      Names: Diorio, Stephen G., author. | Hummel, Chris K., author.

      Title: Revenue operations : a new way to align sales & marketing, monetize data, and ignite growth / Stephen G. Diorio, Chris K. Hummel.

      Description: Hoboken, New Jersey : Wiley, [2022] | Includes bibliographical references and index.

      Identifiers: LCCN 2021062097 (print) | LCCN 2021062098 (ebook) | ISBN 9781119871118 (cloth) | ISBN 9781119871132 (adobe pdf) | ISBN 9781119871125 (epub)

      Subjects: LCSH: Revenue. | Selling.

      Classification: LCC HJ2305 .D56 2022 (print) | LCC HJ2305 (ebook) | DDC 336.02—dc23/eng/20220118

      LC record available at https://lccn.loc.gov/2021062097

      LC ebook record available at https://lccn.loc.gov/2021062098

      Cover Images: Courtesy of Chris K. Hummel; © koosen/Shutterstock; © Ollustrator/Getty Images

      Cover Design: Wiley

Acknowledgments

      We are grateful to the many people who took the time to share their thoughts and experiences with us. So many people helped us along the way who have our heartfelt thanks, and that list inevitably goes far beyond the people listed here. The leading minds in the science of growth from business, academia, consulting, technology, and association worlds participated in and supported this work.

      That starts with all the executives and CXOs who graciously provided such detailed insight, anecdotes, and stories. Your real-world experience is the backbone of Revenue Operations. This includes the ongoing advice and real-world perspective from our network of executives who have led Fortune 500 sales and marketing organizations, including: Toni-Clayton Hine (EY), David Edelman (Aetna), Peter Horst (Hershey), Denise Karkos (Sirius XM), Shannon LaPierre (Stanley), David Master (Janus Henderson), Mike Marcellin (Juniper Networks), Jaime Punishill (Lionbridge), Steve Shannon (Kia Motors), and Connie Weaver (The Equitable). A big “thank you” to the hundreds of other executives we spoke with who are out there fighting to add science to the art of growth. This book is anchored by research, lessons, and insights from leaders of Analytics@Wharton at the Wharton School of Business, including Professors Eric Bradlow, Kartik Hosanagar, Raghu Iyengar, Leonard Lodish, David Reibstein, and Abraham Wyner.

      We loved learning from several leading academics in the science of growth over the last five years. We are grateful to receive insights, research, and education from Neil Bendle (Terry College of Business), Bobby Calder (Kellogg School of Business), Paul Farris (Darden School of Business), Dominique Hanssens (UCLA Anderson School of Business), Peter Howard (Questrom