Revenue Operations: Why It’s Necessary to Win in B2B

6sense Insights

Revenue Operations is the next frontier of the competitive advantage in B2B. And this year’s SiriusDecision Summit is focused on how “revenue engine alignment has made a revenue operations capability the new mandate for companies that want to outperform their peers.” Revenue Operations links Marketing and Sales operations across the customer lifecycle to drive efficiency and keep all teams accountable to revenue. Beyond this, RevOps builds alignment with other stakeholders such as Finance, Product, and the Executive team across the customer lifecycle. The term revenue engine refers to an integrated marketing and sales system that powers your company’s opportunity funnel. It does this by synchronizing your strategy, processes, content, technology, and analytics so that your company delivers the right message at the right time to the right person at every stage of the buying process.

Your Revenue Team

We think everyone in Sales and Marketing is part of the revenue team, regardless of if “revenue” is in your title. And this revenue team must be united on one platform, allowing Sales and Marketing to work in parallel, closing deals faster and accelerating pipeline. As an account based revenue team, you must be able to predict, with confidence, exactly where any account is in their buying journey. Your platforms data and metrics captured and reported at every step form the basis for optimizing your revenue engine.

It’s All About Execution

But without the right tools, big data can overwhelm rather than empower. Here, AI must be a part of the solution to help marketers turn a massive volume of buyer intent signals into actionable insight that accelerates demand. It’s one thing to be able to identify accounts to target, quite another to orchestrate all of that data into meaningful outreach, across thousands of accounts and dozens of channels. Today, it’s possible to put the power of AI, big data and machine learning behind every member of your B2B revenue team, empowering them to uncover anonymous buying behavior, prioritize fragmented data to focus on accounts in-market and engage resistant buying teams with personalized, multi-channel, multi-touch campaigns. Does this sound too good to be true? At SiriusDecisions Summit you will have the chance to hear how Impartner is generating board room results in record time by uncovering the dark funnel and focusing sales on accounts that are truly in-market.

Know Everything So You Can Do Anything – Like Win in B2B

Revenue teams that know everything they need to know about their buyers can easily do anything they need to do to generate more opportunities, increase deal size, get into opportunities sooner and win more often. And when teams are aligned, they generate 38% more revenue in 27% less time. Qlik has the proof. Join the discussion as they tell us how they are using AI driven insights and orchestration to create a cohesive, targeted approach to ABM. The VP of Global Marketing Operations will be there to answer any and all of your questions on developing a highly personalized, ABM strategy and the incredible results you will see.

Of course, SiriusDecisions delivers with a much-anticipated keynote around Revenue Operations so you can:

  • Understand what revenue operations means and what’s driving the trend
  • Understand the benefits of a revenue operations approach and the impact on current operational functions within the organization
  • Learn diagnostics and actions your organization can take to implement a revenue operations approach

And learn how you can design ABM at scale with the VP of Event Planning at Domo as she discusses how their revenue team seamlessly integrates ABM with the demand engine.

Don’t miss your chance to hear from world-class companies how they are succeeding by focusing revenue teams on a unified, targeted, personalized strategy and the power of AI. This a much-needed and overdue approach to generating predictable revenue. And the right technology, with tools that truly integrate and synchronize marketing and selling activities, along with best practices can get you there quickly and effectively.

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