Introducing The Revenue Technology Model

A cross-functional technology strategy is critical to power the revenue engine across sales, marketing, customer experience, and product management. Organizations must organize their infrastructure into four interconnected layers — data, analytics, orchestration, and delivery — to drive cohesion across audience interactions. Creating and maintaining an effective revenue technology stack requires planning, funding, and resourcing across revenue operations functions. In this report we describe the four interconnected technology layers revenue operations and technology leaders should consider to drive consistent experiences and improve results across the revenue engine.