Best Practice Report

The Range Of Revenue Operations Insights Model

Scoping Measurement Needs To Drive Aligned Insights Across The Growth Engine

February 22nd, 2024
With contributors:
Cristina De Martini , Shari Srebnick , John Arnold , Tyler Orleans , Laurynn Bedard , Ellen Lind


Establishing the scope of measurement and insights requirements across B2B revenue functions (marketing, sales, customer success, and partner ecosystem) is an important step toward maximizing revenue growth potential and a prerequisite for tackling key organizational design questions for operations teams. Meeting this scope requires contribution and alignment across multiple operations teams, marketing resources, and IT. In this report, we introduce a model that explores the range of measurement and insights accountability necessary to fully support revenue growth, along with the multiple layers of accountability typically deployed to meet those needs.

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