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Revenue Operations

Reinvent Your Revenue Lifecycle: A Business-Critical Implementation

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Improving your RevOps strategy takes a transformation. Join us as Demar Amacker, Senior Director of Business Ops at Zift Solutions, Jordan Hizel, VP of Sales at Conga, and Aishling Finnegan, VP Product Strategy and Transformation at Conga talk about revenue lifecycle management, how to kick off a transformation, and how to make realistic decisions based on your business complexity and maturity.

“RevOps serves as the central nervous system of the company body” - Demar Amacker

Do you have disconnected teams, disconnected systems, data in the wrong formats and places, and your departments struggle to collaborate? It’s probably because your revenue systems aren’t working for the entire business. 

You need a RevOps strategy. In fact, according to a recent Forrester Consulting report, 82% of organizations will need a RevOps strategy in place by 2026. Enacting a revenue lifecycle management transformation is the first step to seeing ROI on all of your go-to-market efforts.

What is revenue lifecycle management?

“We're trying to get organizations to see that this is a continuous lifecycle.” - Aishling Finnegan

Revenue lifecycle management is the alignment of all teams, processes, and systems and it allows companies to drive operational excellence across the selling and buying experience. When you transform your RevOps strategy, it delivers profitable revenue growth and increased customer lifetime value. 

Today, companies need to transform or risk being left behind. That’s because customers are setting the pace of transformation as they try to generate more revenue with less resources and headcount. 

Here are the top 6 areas that customers want to explore right now: 

  1. New business models: subscription, marketplace, ecosystems, etc. 
  2. Omni-channel experiences: interact with customers on the platforms they prefer
  3. Increased personalization: create unique experiences that drives sustainable growth and increase customer LTV
  4. Maximizing efficiency and productivity: growth across every stage of the sales funnel 
  5. Contract acceleration: increase contract automation while reducing risk, maintaining compliance, and freeing up legal teams for more strategic work
  6. Data driven revenue intelligence: develop more unified data models for real time visibility and proactive customer relationship management

How to get started on your transformation

“It’s easy to say, unify everything. But in actuality, it’s really hard to integrate teams and systems and processes. You want to pick a provider whose tool can solve this while allowing you to grow with it.” - Jordan Hizel

You might see a product demo that claims it can change your entire revenue lifecycle management experience and think, “I need this now.” But before you dive into new software, take stock of what you already have in place and see if you’re ready for that big of a change. 

Your first step after taking an inventory of your existing systems, teams, and processes, is to make sure you have buy-in from different stakeholders across the business. They can kill your deal if you don’t think about what they need from a new tool or how it will affect their workflows.

Transformation best practices

  • Listen to your business and try to understand what your problems are and why those problems exist
  • Understand the pains caused by these problems 
  • Start working on processes and people first, then bring in technology changes 
  • Identify the complexity and maturity of your business and whether you’re ready for the transformation you have on the table 

Finally, and perhaps most importantly, if you want to do more with less in your revenue lifecycle management transformation, evaluate software, like Conga, that can be used in many different places in your business. Not only will more teams get value from the tool, but training at scale becomes easier. 

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