Vision Report

It’s Time To Elevate Technology Management Across The Revenue Engine

March 7th, 2023
Anthony McPartlin, Principal Analyst
Anthony McPartlin Principal Analyst
Katie Linford, Principal Analyst
Katie Linford Principal Analyst
With contributors:
Cristina De Martini , Steve Silver , Seth Marrs , Hannah Bradbury , Kate Pierpont

Summary

Aggressive growth targets and the digital transformation of the buyer’s journey have driven a need for specialization and new capabilities across revenue functions. This has led to increased revenue technology investments across go-to-market functions and resulted in more ownership within revenue functions. However, expanding ownership has not always been matched by strong strategic portfolio management of technology efforts and it has affected how organizations deliver consistent business value. In this report, we discuss why revenue technology management should be elevated as a strategic capability and the layers of management that drive sustainable business value from tech.

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