Summary
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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