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Introducing the Revenue Ops Vendor Landscape - Radius

Introducing the Revenue Ops Vendor Landscape - Radius | The MarTech Digest |
Technology plays a huge role in how business is conducted today and operations are the gatekeepers for go-to-market technologies. But given the broad nature of both marketing and sales functions, it’s important for ops to have an intimate understanding of what technologies and service providers are available in the market, how they can help support revenue initiatives, and what these solutions are capable of.

To help in this endeavor and to narrow the list of tools available to them, we created this Revenue Ops Landscape. Given the comprehensiveness of other landscapes (some that were mentioned earlier), only a sampling of the key players are included in this landscape and sorted based on the pillars in the Revenue Ops framework.
CYDigital/'s insight:

Excellent and thoughtful piece and graphic.


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Revenue Performance Management – What’s the Buzz About?

Revenue Performance Management – What’s the Buzz About? | The MarTech Digest |

How do you define Revenue Performance Management?  Here's an article summary that gives some options:

The marketing function changed radically during the last decade, especially with regard to the use of technology to generate demand. Here are three definitions for Revenue Performance Management (RPM), depending on the need:

A)    Marketing automation is the mechanism that binds the two organizations and yields increased revenues by requiring a definition of an end-to-end lead qualification process without regard for organization boundaries, ensuring that only highly qualified leads are passed from marketing to sales, and keeping sales focused on opportunities that are most likely to close.

B)    Another RPM definition focuses on optimizing investments in marketing campaigns to make sales teams more productive and improve the accuracy of sales forecasts. The cornerstone of this approach is the understanding that 50-70% of the purchasing journey has been completed before a sales rep engages a prospect. In other words, marketing builds trust and presents relevant offers before passing leads to sales.

C)    A third definition is customer-centric and looks primarily at the end-to-end purchase lifecycle. The goal is to optimize and track all marketing and sales contacts with the prospect. This perspective recognizes that buyers – not vendors – control the flow of information pertaining to their purchase. Marketing always manages these channels. As such, marketing’s contribution to revenue generation must be highlighted and acknowledged.

The author’s working definition of RPM is a combination of strategy, technologies and processes to enhance revenue generation:

  • Sales and marketing alignment for nurturing leads and closing deals.
  • Real-time access to skills, processes and training.
  • Deal-specific playbooks and portals to improve win rates.
  • Revenue-rich quotations and proposals to maximize deal sizes.

CYDigital/'s insight:

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