通过将团队、数据和技术与基于系统的新增长方法联系起来，打破筒仓。
在21世纪发展一项业务已经成为一项资本密集型和数据驱动的团队运动。在收入运营方面：一种协调销售和营销、数据货币化和促进增长的新方法，一个由从业者、学者和专家组成的成熟团队为协调收入团队和解锁增长提供了一个行之有效的系统。这本书向每个人展示了如何在一个日益复杂的技术生态系统中连接这些点，以简化销售并加速收入扩张。通过营收运营，您将了解如何在不扼杀现有业务的情况下成功过渡到新的增长体系。这种实用且可执行的方法几乎可以被任何想要创造更多增长和价值的企业所使用——无论是大企业还是小企业，无论是历史还是行业。
读这本书你会发现
•来自一系列高科技、商业、工业、服务、消费者和基于云的企业高管的真实案例研究和个人经验。
•管理商业运营、数字销售基础设施和客户数据资产系统的六个核心要素。
•九个构建块，将销售和营销技术生态系统中的各个点连接起来，以更低的成本实现更稳定的增长和更好的客户体验。
•下一代增长领导者需要掌握的技能和工具，用于规划未来25年在任何增长学科中成功职业生涯的路线图。
对于那些想从他们的业务中获得更多的人来说，一个不可或缺的资源——董事会成员、CEO、业务部门领导、战略家、思想领袖、分析员、业务专家、合作伙伴以及销售、营销和服务收入运营的前线损坏者，是基于在2020和2021年间对商业专业人员进行的一千次调查和访谈。它还包括对销售和营销技术的全面分析。作为学术见解和数据驱动应用的完美结合，本书属于任何负责推动收入和增长的人。
Revenue Operations: A New Way to Align Sales & Marketing, Monetize Data, and Ignite Growth
Crush siloes by connecting teams, data, and technologies with a new systems-based approach to growth.
Growing a business in the 21st Century has become a capital intensive and data-driven team sport. In Revenue Operations: A New Way to Align Sales and Marketing, Monetize Data, and Ignite Growth, an accomplished team of practitioners, academics, and experts provide a proven system for aligning revenue teams and unlocking growth. The book shows everyone how to connect the dots across an increasingly complex technology ecosystem to simplify selling and accelerate revenue expansion. With Revenue Operations, you’ll understand what it takes to successfully transition to the new system of growth without killing your existing business. This practical and executable approach can be used by virtually any business – large or small, regardless of history or industry – that wants to generate more growth and value.
By reading this book you will find
• Real-world case studies and personal experiences from executives across an array of high technology, commercial, industrial, services, consumer, and cloud-based businesses.
• The six core elements of a system for managing your commercial operations, digital selling infrastructure, and customer data assets.
• Nine building-blocks that connect the dots across your sales and marketing technology ecosystem to generate more consistent growth and a better customer experience at lower costs.
• The skills and tools that next generation growth leaders will need to chart the roadmap for a successful career in any growth discipline for the next 25 years.
An indispensable resource for anyone who wants to get more from their business – board members, CEOs, business unit leaders, strategists, thought leaders, analysts, operations professionals, partners, and front-line doers in sales, marketing, and service – Revenue Operations is based on over one thousand surveys of and interviews with business professionals conducted during 2020 and 2021. It also includes a comprehensive analysis of the sales and marketing technology landscape. As a perfectly balanced combination of academic insight and data-driven application, this book belongs on the bookshelves of anyone responsible for driving revenue and growth.
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