At a Glance
Change is hard. And change is necessary for organizations looking to harness opportunity and accelerate revenue growth. Yet there are significant forces and factors impacting revenue optimization, from shifts across how the work of revenue generation is accomplished to the digitization of sales. This report examines the trends reshaping revenue operations, including the emergence of the chief revenue officer (CRO) and the expectation that the leaders in this role will facilitate organizationwide change in the name of revenue. It also reviews the emergence of a more evolved stage of revenue intelligence that moves beyond collecting data from passive networking tools and into a state of intentionally aggregating people-powered revenue intelligence.