Mastering the Revenue Cycle: The Key Moments and Metrics That Drive Growth

Every revenue moment matters - but not all moments matter equally.

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Knowing how a business operates so you can help it operate more effectively is the essence of revenue operations. But there’s so much emphasis today on technical skills and AI that sometimes the key business fundamentals don’t get enough attention.

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In this session, we're sitting down with Steve Busby, CEO and Ashmi Pancholi, Partner of Revenue Operations Associates to talk about the revenue cycle or “bowtie” and the business fundamentals that separate high-performing organizations from the rest. You’ll learn how top RevOps, Marketing, Sales, CS, Product and Finance teams are aligning around a shared model that actually drives measurable growth and continuous improvement  —  not just activity. 

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Key revenue cycle fundamentals we’ll explore: 

• The Customer Journey – How to map RevOps processes around the buyer’s reality, not your internal handoffs and functional ‘silos’
• Functional Roles – What the sales, marketing, CS, product, IT/Ops and finance teams are ultimately accountable for across the revenue cycle and how rev ops can help enable them 
• The Math That Matters – The critical KPIs and metrics along the revenue cycle that quantify business impact and expose inefficiency 
• Key Moments of Truth – the key points in the revenue cycle where small changes can yield massive results ‍ 
• Continuous Improvement – How to prioritize high impact initiatives and drive change across the revenue cycle

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Whether you’re building your first RevOps motion or optimizing a mature GTM engine, this session will help you reimagine the revenue cycle as a connected system — where data, people, process, and product come together to drive sustained, predictable growth.

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