A opening remarks - Operations Pantaloons- InsightSquared

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The document discusses the seven stages of operations maturity based on Shakespeare's seven ages of man. It then discusses the concept of revenue operations, which aims to align sales, marketing, and other functions through shared operating principles and data to maximize revenue. Current approaches to revenue operations range from virtually aligned teams to centralized functions reporting to a senior leader like CRO.

Business

© 2019 SiriusDecisions. All Rights Reserved
Operations Pantaloons
June 13, 2019
Dana Therrien
Practice Leader
@danatherrien

WELCOME TO RAMP 2019!
Dana Therrien • SiriusDecisions

@siriusdecisions 3 © 2019 SiriusDecisions. All Rights Reserved
The Operations
Maturity Model

@siriusdecisions 5 © 2019 SiriusDecisions. All Rights Reserved
All the world’s a stage, and
all the men and women
merely players;
They have their exits and
their entrances; And one
man in his time plays many
parts, His acts being seven
ages.

@siriusdecisions 6 © 2019 SiriusDecisions. All Rights Reserved
At first the infant,
mewling and puking in the
nurse’s arms;

@siriusdecisions 7 © 2019 SiriusDecisions. All Rights Reserved
And then the whining
school-boy, with his satchel
and shining morning face,
creeping like snail
unwillingly to school.

@siriusdecisions 8 © 2019 SiriusDecisions. All Rights Reserved
And then the lover, sighing
like furnace, with a woeful
ballad
made to his mistress’
eyebrow.

@siriusdecisions 9 © 2019 SiriusDecisions. All Rights Reserved
Then a soldier, full of strange
oaths, and bearded like the
pard, jealous in honour,
sudden and quick in quarrel,
seeking the bubble reputation
even in the cannon’s mouth.

@siriusdecisions 10 © 2019 SiriusDecisions. All Rights Reserved
And then the justice, in fair
round belly with good capon
lin’d, with eyes severe and beard
of formal cut, full of wise saws
and modern instances;
And so he plays his part.

@siriusdecisions 11 © 2019 SiriusDecisions. All Rights Reserved
The sixth age shifts into the lean
and slipper’d pantaloon, with
spectacles on nose and pouch on
side;
His youthful hose, well sav’d, a
world too wide for his shrunk
shank; and his big manly voice,
turning again toward childish
treble, pipes and whistles in his
sound.

@siriusdecisions 12 © 2019 SiriusDecisions. All Rights Reserved
Last scene of all, that ends
this strange eventful history,
Is second childishness and
mere oblivion;
Sans teeth, sans eyes, sans
taste, sans everything.

@siriusdecisions 13 © 2019 SiriusDecisions. All Rights Reserved
The Seven Ages of Operations
Sales Finance
Infant
Marketing Operations
Lover
Collaborative Tools
Soldier
Customer Success
Justice
Digital Transformation
Pantaloon
Artificial Intelligence
Old Man
Sales Operations
Sales Enablement
School
Boy

@siriusdecisions 14 © 2019 SiriusDecisions. All Rights Reserved
The Seven Ages of Operations
Sales Finance
Infant
Marketing Operations
Lover
Collaborative Tools
Soldier
Customer Success
Justice
Digital Transformation
Pantaloon
Artificial Intelligence
Old Man
Sales Operations
Sales Enablement
School
Boy

@siriusdecisions 17 © 2019 SiriusDecisions. All Rights Reserved
Revenue Operations Defined
A set of operating principles
shared between
Intended to ensure planning,
processes, infrastructure,
data, and measurements
align cross-organizationally
to maximizing revenue and
performance.
Sales Operations
Marketing Operations
Sales Enablement
Customer Success

@siriusdecisions 18 © 2019 SiriusDecisions. All Rights Reserved
Revenue Operations Types
Virtually Aligned
(Coalition of the Willing)
Marketing
Ops
Sales
Ops
Customer
Success
Sales
Enablement
Sales
Enablement
Sales
Ops
Customer
Success
Marketing
Ops
Rev Ops
Leader
CRO/COO
Centralized
Function

@siriusdecisions 19 © 2019 SiriusDecisions. All Rights Reserved
Revenue Operations Types
Somewhat
Centralized Function
Sales
Ops
Rev Ops
Leader
Sales
Enablement
Marketing
Ops
Customer
Success
No Revenue Operations
Function
Sales
Ops
Sales
Enablement
Customer
Success
Marketing
Ops

@siriusdecisions 20 © 2019 SiriusDecisions. All Rights Reserved
Revenue Operations Types
Virtually Aligned
(Coalition of the
Willing)
No Revenue
Operations
Function
Centralized
Function
Somewhat
Centralized Function

@siriusdecisions 21 © 2019 SiriusDecisions. All Rights Reserved
Revenue Operations Functions Today
Source: SiriusDecisions 2019 Revenue Operations Research Survey conducted with LeanData, InsightSquared, Outreach.io
9%
15%
18%
18%
40%
Somewhat centralized
function
Virtually aligned – “coalition
of the willing”
No revenue operations
function
Centralized functions
reporting to CRO or senior
leader

I’m talking about what
matters, not figures. I’m
pointing at the moon, and
you’re looking at my
finger.
– Vast Aire

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A opening remarks - Operations Pantaloons- InsightSquared

2. WELCOME TO RAMP 2019! Dana Therrien • SiriusDecisions

5. @siriusdecisions 5 © 2019 SiriusDecisions. All Rights Reserved All the world’s a stage, and all the men and women merely players; They have their exits and their entrances; And one man in his time plays many parts, His acts being seven ages.

9. @siriusdecisions 9 © 2019 SiriusDecisions. All Rights Reserved Then a soldier, full of strange oaths, and bearded like the pard, jealous in honour, sudden and quick in quarrel, seeking the bubble reputation even in the cannon’s mouth.

10. @siriusdecisions 10 © 2019 SiriusDecisions. All Rights Reserved And then the justice, in fair round belly with good capon lin’d, with eyes severe and beard of formal cut, full of wise saws and modern instances; And so he plays his part.

11. @siriusdecisions 11 © 2019 SiriusDecisions. All Rights Reserved The sixth age shifts into the lean and slipper’d pantaloon, with spectacles on nose and pouch on side; His youthful hose, well sav’d, a world too wide for his shrunk shank; and his big manly voice, turning again toward childish treble, pipes and whistles in his sound.

12. @siriusdecisions 12 © 2019 SiriusDecisions. All Rights Reserved Last scene of all, that ends this strange eventful history, Is second childishness and mere oblivion; Sans teeth, sans eyes, sans taste, sans everything.

13. @siriusdecisions 13 © 2019 SiriusDecisions. All Rights Reserved The Seven Ages of Operations Sales Finance Infant Marketing Operations Lover Collaborative Tools Soldier Customer Success Justice Digital Transformation Pantaloon Artificial Intelligence Old Man Sales Operations Sales Enablement School Boy

14. @siriusdecisions 14 © 2019 SiriusDecisions. All Rights Reserved The Seven Ages of Operations Sales Finance Infant Marketing Operations Lover Collaborative Tools Soldier Customer Success Justice Digital Transformation Pantaloon Artificial Intelligence Old Man Sales Operations Sales Enablement School Boy

15. Operations Rebirth

16. Revenue Operations

17. @siriusdecisions 17 © 2019 SiriusDecisions. All Rights Reserved Revenue Operations Defined A set of operating principles shared between Intended to ensure planning, processes, infrastructure, data, and measurements align cross-organizationally to maximizing revenue and performance. Sales Operations Marketing Operations Sales Enablement Customer Success

18. @siriusdecisions 18 © 2019 SiriusDecisions. All Rights Reserved Revenue Operations Types Virtually Aligned (Coalition of the Willing) Marketing Ops Sales Ops Customer Success Sales Enablement Sales Enablement Sales Ops Customer Success Marketing Ops Rev Ops Leader CRO/COO Centralized Function

19. @siriusdecisions 19 © 2019 SiriusDecisions. All Rights Reserved Revenue Operations Types Somewhat Centralized Function Sales Ops Rev Ops Leader Sales Enablement Marketing Ops Customer Success No Revenue Operations Function Sales Ops Sales Enablement Customer Success Marketing Ops

20. @siriusdecisions 20 © 2019 SiriusDecisions. All Rights Reserved Revenue Operations Types Virtually Aligned (Coalition of the Willing) No Revenue Operations Function Centralized Function Somewhat Centralized Function

21. @siriusdecisions 21 © 2019 SiriusDecisions. All Rights Reserved Revenue Operations Functions Today Source: SiriusDecisions 2019 Revenue Operations Research Survey conducted with LeanData, InsightSquared, Outreach.io 9% 15% 18% 18% 40% Somewhat centralized function Virtually aligned – “coalition of the willing” No revenue operations function Centralized functions reporting to CRO or senior leader

22. The Seven Ages of Operations

23.

24. I’m talking about what matters, not figures. I’m pointing at the moon, and you’re looking at my finger. – Vast Aire

A opening remarks - Operations Pantaloons- InsightSquared

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