STEPHEN G. DIORIO
CHRIS K. HUMMEL
REVENUE OPERATIONS
A NEW WAY TO ALIGN SALES & MARKETING, MONETIZE DATA, AND IGNITE GROWTH
Copyright © 2022 by Stephen Diorio and Christopher Hummel. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Names: Diorio, Stephen G., author. | Hummel, Chris K., author.
Title: Revenue operations : a new way to align sales & marketing, monetize data, and ignite growth / Stephen G. Diorio, Chris K. Hummel.
Description: Hoboken, New Jersey : Wiley, [2022] | Includes bibliographical references and index.
Identifiers: LCCN 2021062097 (print) | LCCN 2021062098 (ebook) | ISBN 9781119871118 (cloth) | ISBN 9781119871132 (adobe pdf) | ISBN 9781119871125 (epub)
Subjects: LCSH: Revenue. | Selling.
Classification: LCC HJ2305 .D56 2022 (print) | LCC HJ2305 (ebook) | DDC 336.02—dc23/eng/20220118
LC record available at https://lccn.loc.gov/2021062097
LC ebook record available at https://lccn.loc.gov/2021062098
Cover Images: Courtesy of Chris K. Hummel; © koosen/Shutterstock; © Ollustrator/Getty Images
Cover Design: Wiley
Acknowledgments
We are grateful to the many people who took the time to share their thoughts and experiences with us. So many people helped us along the way who have our heartfelt thanks, and that list inevitably goes far beyond the people listed here. The leading minds in the science of growth from business, academia, consulting, technology, and association worlds participated in and supported this work.
That starts with all the executives and CXOs who graciously provided such detailed insight, anecdotes, and stories. Your real-world experience is the backbone of Revenue Operations. This includes the ongoing advice and real-world perspective from our network of executives who have led Fortune 500 sales and marketing organizations, including: Toni-Clayton Hine (EY), David Edelman (Aetna), Peter Horst (Hershey), Denise Karkos (Sirius XM), Shannon LaPierre (Stanley), David Master (Janus Henderson), Mike Marcellin (Juniper Networks), Jaime Punishill (Lionbridge), Steve Shannon (Kia Motors), and Connie Weaver (The Equitable). A big “thank you” to the hundreds of other executives we spoke with who are out there fighting to add science to the art of growth. This book is anchored by research, lessons, and insights from leaders of Analytics@Wharton at the Wharton School of Business, including Professors Eric Bradlow, Kartik Hosanagar, Raghu Iyengar, Leonard Lodish, David Reibstein, and Abraham Wyner.
We loved learning from several leading academics in the science of growth over the last five years. We are grateful to receive insights, research, and education from Neil Bendle (Terry College of Business), Bobby Calder (Kellogg School of Business), Paul Farris (Darden School of Business), Dominique Hanssens (UCLA Anderson School of Business), Peter Howard (Questrom School of Business), Purush Papatla (Northwest Mutual Life Big Data Institute), Don Sexton (Columbia Business School), Dave Stewart (Loyola Marymount University), and Kimberly Whitler (Darden School of Business).
Our research would have been impossible without access to experts who have helped hundreds of businesses become more data driven, accountable, and productive, including Howard Brown, Cam Tipping, and Neil Hoyne. This also includes key friends like Ian Lowles, Bill Wohl, Rick Devine, Rob Halsey, and Anthony Johndrow and others who provided counsel on the ideas and models we built.
We drew heavily from the Marketing Accountability Standards Board (MASB), and in particular their leaders Frank Findley and Tony Pace, who are doing the hard work of proving the financial contribution of growth assets and investments.
We learned critical lessons on breaking silos, aligning revenue teams, and creating a common purpose across the organization from General Stanley McChrystal and Victor Bilgen of the McChrystal Group.
We also received generous perspective and advice from the leading analysts in the sales and marketing technology sphere, including Brent Adamson of the Gartner Group and Rich Eldh, the Founder of Sirius Decisions
This research leaned very heavily on the decades of experience from the leadership of Blue Ridge Partners,
