In highly challenging B2B markets, customer value is the linchpin to growth. However, value creation is often undermined by ineffective and misaligned go-to-market operations. Operations can play a critical role in consistent orchestration of customer value throughout the customer lifecycle, but achieving this requires a new operations strategy and mandate to drive change and activate integration. This report presents a vision for maximizing commercial impact by orienting revenue operations talent, capabilities, and resources around customer value throughout the revenue ecosystem.