Revenue operations as its own function, not a shared afterthought
Observations on the rise of dedicated revenue operations functions and what tends to make them effective.
Organizations increasingly stand up a dedicated revenue operations function rather than splitting the responsibility across sales operations and marketing operations separately — a structural change that tends to reduce the definitional and measurement gaps discussed throughout this section.
The revenue operations functions we see performing best have direct reporting access to commercial leadership, rather than sitting several layers removed within either sales or marketing specifically, which affects how much authority they actually have to resolve cross-functional disputes.
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