The Revenue Restructure: Embracing CRO, RevOps, and Revenue Enablement for Growth

PWC research found that 45% of CEOs doubt their current strategies will sustain them for the next decade—a stark increase from just a year ago.??

Change isn't new, but the speed of change is making most of us rethink our strategies and organisational structures.??

We've spotted a HUGE theme emerging for 2024: Organisational restructuring around "revenue" generating and Go-To-Market teams. We're seeing a rapid uptake in business restructuring to end the silos and great divide between teams. Newer roles are gaining extremely fast momentum, such as Chief Revenue Officer (CRO), Head of Rev Ops, Revenue Enablement and more!??

Why??

Have you ever been told, sorry, that doesn't sit with my department? YUP!?

One of the most effective ways to drive growth is by breaking down internal silos to create seamless, end-to-end experiences that enhance the customer experience and ultimately deliver growth in the digital sales era we are in.??

Here are 5 considerations for the Revenue Restructure:??

1. The Emergence of the Chief Revenue Officer (CRO)?

At the start of the year LinkedIn saw a 60-70% increase in Chief Revenue Officer roles on the platform; that's huge growth!??

The CRO role is becoming the linchpin in bridging the gap between sales, marketing, and customer success.??

Gartner reports that companies with a CRO experience a 10% increase in revenue growth compared to those without.?

This role ensures all revenue-generating functions are aligned and working towards common goals.?

Historically, research on revenue-generating teams has shown misalignment on strategy, KPI, culture, communication, and more! The CRO is fast becoming the "glue" between the teams!??

2. Revolutionising with Revenue Operations (RevOps)?

RevOps is becoming the flavour of the year, with a role to unify data, tools, and processes across sales, marketing, and customer success, leading to more efficient operations.??

According to Forrester, businesses with strong RevOps functions grow 19% faster and are 15% more profitable.?

This integration eliminates silos and fosters a cohesive operational framework.?

If you think RevOps might be on the horizon for your businesses, a simple step might be to audit your existing processes and tools to identify inefficiencies. Are there integrated technology solutions that provide real-time data and analytics to all relevant departments???

3. Transitioning from Sales Enablement to Revenue Enablement?

Revenue Enablement takes a holistic approach to the customer journey, ensuring that all customer-facing teams are equipped to drive revenue at every touchpoint. This approach aligns marketing, sales, and customer success teams to deliver a cohesive customer experience.?

We are all in favour of this one as we've seen many ah-ha moments come from changing sales kick-offs to more of a Go-To-Market team kick-off and creating opportunities for collaboration across departments.??

4. Breaking Down Organisational Silos?

We've all been there and know silos can feel like you're dealing with a divorced couple! The silos hinder communication and collaboration, leading to missed opportunities and fragmented customer experiences.??

LinkedIn's State of Sales report highlights that 73% of sales professionals believe cross-departmental collaboration is crucial for closing deals.?

Where to start? Start small; this can be a monthly all-hands meeting or nominating inter-departmental team members to collaborate on a project. Particularly at this time of year, can you use your Kick-Off as a great opportunity to start as you mean to go on??

5. Leveraging Technology for End-to-End Customer Experience?

In the digital age, customers expect seamless experiences across all touchpoints. ?Whilst this isn't surprising to anyone, we are still seeing sales and marketing teams using different CRM and many organisations with technology silos.??

Salesforce's State of Sales report indicates that high-performing teams are 2.3 times more likely to use integrated technology solutions.?

Technology enables personalised and consistent customer interactions, enhancing satisfaction and loyalty. The same CRM is the foundation for this!??

Wrapping it up:??

The rise of roles like CRO, RevOps, and Revenue Enablement is not just a trend—it's a necessary evolution. By breaking down silos, fostering cross-departmental collaboration, and leveraging technology, your organisation can drive sustained growth and deliver exceptional customer experiences.?

The key to success in this Revenue Revolution lies in practical implementation. Start small, measure your progress, and iterate based on data-driven insights.??

Before you go, have you considered REV UP for your Revenue-generating teams???

REV UP is the professional development pathway for sales and go-to-market teams.? DOORS CLOSE on 26th July for our class of FY25.??

To create the program, we reviewed the skills sales and go-to-market teams need to excel in FY25. We then curated the best experts for each skill. Skills developed range from Prospecting to LinkedIn Social Selling, Productivity, Psychology of Sales, Storytelling that Sells, Emotional Intelligence, Influence, and much more!??

REV UP runs a live virtual and interactive 12-month program with masterclasses, Q&A, and challenges. Each live masterclass is highly practical, and results-orientated learning; masterclasses end with a private breakout room for your team to agree on how to execute learnings to start delivering tangible results.??

Membership starts from $175+GST per person per month. If this sounds like it might be for you, you can check out the full details here .?