Summary
A revenue council is a cross-functional team with representatives from the groups involved in the revenue process delineated by the B2B Revenue Waterfall™ (e.g., marketing, sales, operations). Its purpose is to identify needed revenue process fixes and then to design and drive the necessary changes involving people, processes, and technologies. Examining underperformance issues in an organization’s B2B Revenue Waterfall requires a team with detective skills to identify weak points in the complex revenue process. This report details how the members of the revenue council work together to determine reasons for underperformance and collaborate to improve performance.
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