Account-Based Everything: The Rise of Revenue Operations (RevOps)

As a service (*aaS) models and recurring revenue models that look at annual recurring revenue (ARR) as more of a managed continuum than an annual number-goal are driving a customer-centric focus among businesses that is informing all go to market (GTM), land and expand, and customer retention. Gartner predicts that, by 2023, Sales, Marketing, and Customer Experience (CX) will be combined in a quarter of organizations into a single function—likely under the purview of the Chief Revenue Officer (CRO).

  1. Marketing has account-based marketing (ABM) strategies
  2. Sales increasingly focuses on their Rolodexes and target accounts in a world where “spray and pray” and “woodchipper” approaches—enabled by bulk lead list purchases and ignorance toward prospect privacy—are no longer feasible
  3. Customer Success Management (CSM) is an entire paradigm that has arisen from anticipating and proactively addressing user challenges and consultative enablement as opposed to a traditional support model

This article is a stub that I plan to expand over time.

Notes