These insights enable better qualification conversations and accelerate the revenue management process. Solving Second-Lead Syndrome With Buying Groups Two diagrams illustrate a revenue management process impacted by second-lead syndrome and another that leverages buying groups and opportunities. The revenue management process impacted by second-lead syndrome shows a flow beginning with five marketing qualified leads (MQLs).

A business case for revenue management process updates. Finalize the recommendations with a business case that aggregates the expected gains in economies of scale and increased competencies from melding the two organizations’ revenue management approaches. Lay out a plan that shows how various components of revenue management will come together over time, and how production and efficiency will increase accordingly.

Just as every B2B organization includes customer-facing and back-office personnel, an enablement team should seek to put relatable, former quota carriers in direct contact with its seller customers while allowing experts in content, project management, and tech stack management to thrive behind the scenes.

To learn more about how B2B buying has changed, read these reports: Identifying And Resolving Second-Lead Syndrome In Revenue Management. This report defines second-lead syndrome and provides guidance on how to diagnose and eliminate this process inefficiency. The Forrester Customer Lifecycle For B2B Organizations. This report provides a framework to help organizations align marketing, sales, and customer success strategies for driving growth and retention.

The most impactful action a CMO can take for revenue process transformation is to form, participate in, or even lead a revenue management council. This cross-functional team, composed of leaders from all key functions that touch the customer during the buying and postsales processes, is critical to identifying necessary revenue process changes.

Partner Relationship Management Platforms: Core Use Cases PRM platforms has five core use cases: engagement and communications, enablement, lead-to-revenue orchestration, onboarding and lifecycle management, and program governance and management. This graphic has an associated spreadsheet that includes the objectives and top differentiators of each. Please access the spreadsheet for details.

Take A Lead Role In Revenue Process Transformation

Misaligned goals and broken procedures unidentified or unresolved within the revenue process lead to ongoing performance issues, which lead to consistent revenue shortfalls. The details and expectations of this cross-functional effort must be clear to achieve the revenue council’s mission of providing a process improvements roadmap and a governance structure that drives accountability on proposed process changes. Assemble the right team to improve demand-to-opportunity process performance.

Deploy rebate management to incent partners and manage rebates. How to integrate and streamline revenue processes. Assess the current infrastructure and integration needed with your CRM, enterprise resource planning (ERP), e-commerce, and other revenue lifecycle management systems like contract lifecycle management, order management, and billing management, or computer-aided design (CAD)/product lifecycle management (PLM) for manufacturers.

However, many companies struggle to follow the requirements established by these agreements between marketing, revenue development, and sales — especially if revenue targets are met. As with all company procedures, management is key to SLA governance and must ensure compliance among team members. Companies must diagnose the type and degree of issues that are preventing employees from fully embracing SLA procedures.