The state of revenue operations as a standalone function
A working summary of why organizations are consolidating sales and marketing operations into one revenue operations function.
Revenue operations has moved, in a growing number of organizations, from a shared responsibility split across sales operations and marketing operations into a single, dedicated function reporting directly to commercial leadership.
The functions performing best against this model tend to share two traits: direct reporting access to leadership, and ownership of a single, shared definition of a qualified opportunity that both sales and marketing are required to use.
Where revenue operations remains split across departments, the definitional and measurement conflicts discussed throughout our Intelligence section tend to persist longer, because no single function has the authority to resolve them.
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