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[Music] when companies are starting out it's easy to stay aligned but as you grow and get more muscle and more resources it gets harder and harder global enterprises that continue to grow year after year have a secret weapon against misalignment it's called revenue operations this is club revenue and i'm cornelius willis [Music] revenue operations is rapidly becoming mandatory among the best companies in the world and for good reason this business function creates accountability at scale across every revenue stream in the entire company when done well every member of the sales marketing and customer success organizations are aligned around the company's strategic goals the job of revenue operations is to make sure those goals are transparent and provide accountable objectives for every individual in the revenue organization ing to gartner 75 of the highest growth companies in the world will be run with revenue operations by 2025. alignment around the single function revenue operations instead of a bunch of disparate silo departments comes with massive benefits including standardized reporting standardized metrics and standardized tools the revenue operations doesn't have to be a department or title it's the principles behind the framework that drive efficient and predictable growth the tight alignment of go to market teams that embrace revenue operations leads to a 10 to 20 percent increase in sales productivity our guest today is no stranger to revenue operations polar shank has been putting the revenue operations framework into practice for years first is the vice president of global sales strategy and operations at mcafee and now is the ceo of cisco collaboration she's also a founding member of the revenue operations council pilar welcome to club revenue thank you thank you thanks for the invitation and i'm so excited to be a founding member of the revenue operations council it's been a ton of fun it totally has i'd love to hear your perspective on the revenue operations movement is there something that changed out in the business world that made adopting a revenue operations framework more critical i do think so and i think so even more after 2020 and let me tell you about that so what has happened out in the world is i think we're becoming more and more digital um it's certainly something that clary has helped with but the idea that we can use data we can use our digital platforms to power and help us have better outcomes with our customers and help our sales teams be more efficient has been a big game changer and you think back to the days before crm or even with crm but we weren't really using it we put some stuff in but we did a lot of stuff in excel to today right and really good sas organizations not only have crm but they have forecasting modules they have cadence modules they're using ai for listening it's a whole different game out there and on how you take all of that data how you activate all that data to help your sales teams and help your customers is a total game changer and i think that's where revenue ops is becoming such a powerful force is that we own and we know how to leverage that data we know how to use those tools to create those better outcomes and that's a pretty great place to be now you said better outcomes there what kind of better outcomes are you talking about well i think you start with a customer right and you know outside in first right and it's really around are we meeting the customers needs when they come to clary when they come to cisco when they come to my former employer mcafee are we getting them what they want um and what we promised them i think from a sales team we're looking at our overall internal goals and these vary by company but no company every company has bookings and revenue commitments that they need to make and underneath that you probably are talking about pipeline and underneath that you're probably talking about productivity but i think they vary by organization and very across customer set but it's defining those outcomes and then ensuring that we can get there how do you help the teams get the most value out of the revenue operations framework is there a way you help everyone work effectively together well we're right in the middle of that as we kick off the 2022 year at cisco and i call it the business management system and a management system takes your strategic priorities and defines it into what is your management system to drive it that you can quickly assess performance and take action now it sounds of course absolutely why wouldn't you do that every company does that but it's harder to do than you think right you have to get very very specific around okay if these are our strategic priorities what are the things that we're going to do how do we know that we are doing them and not just at the time where you know we finish up the quarter of the year and maybe we get diet tissues or champagne depending on how we did but how do we know along the way that it's working or it's not and how do we define that and then how do we enable our sales leaders to be able to see that every day with both not only visibility with something like clearly where you can see your forecast or you can see your funnel you can see you don't have enough pipeline but also the cadence right let's run our forecast calls out of there and let's let's look forecast is incredibly important we need more pipeline this year we need more focus on renewal so if renewals is a priority we're going to have metrics that tell us how we're doing around renewals early and then we're going to have time where we have a cadence where we spend time reviewing it and then i think critical to that is making sure that's enabled not just at the you know the most senior level the cro but all the way down to the rep right and all the way back up so everybody can see that same single source of truth and ensure that we're all marching in the same direction i'm a huge believer in you know the power of together so together it's power i say it all the time and i think when we line up everyone agrees a couple of strategic goals and we give everybody that playbook we're pretty darn good about making it happen that is a great description of revenue operations at work it really comes down to connecting strategy and execution at scale getting everyone enabled and bought into the tools and processes of revenue operations the key to unlocking breakthrough performance for more on that let's check in with clary's holly proctor for some metrics that matter thanks c-dub a connected organization built around the framework of revenue operations will be mandatory for high-performing companies in the years to come in fact the best companies are already putting the ideas of revenue operations into practice and getting ahead of their peers to the tune of 71 percent higher stock performance for public companies ing to forester the benefits don't stop there sales teams are seeing seller productivity increase as teams focus on the right data and metrics with the best tools leading to 15 percent more profit marketing teams are also seeing improvements to campaigns with 100 to 200 increases in digital marketing roi and 10 increases in lead acceptance adopting a revenue operations framework gives teams the ability to grow with transparency and accountability from reps to managers to executives having clear business metrics reduces friction and creates a path to success back to you cdub all right pilar i'm going to ask you a spicy question here you put these cadences and tools in place you give people the single source of truth you do all the things that revenue operations says you should what do you do when teams or leaders aren't excited about the changes or keep using the old broken ways yeah does that happen i didn't know that happened um yeah look i think it starts for me it starts with trust and listening so i talked about a management system and establishing that in strategic priorities i'm literally doing that right now at cisco with our organization and it's when i say our organization's overall collaboration organizations to the bu the finance every geo leader and i'm going to them and saying what cadence do you think we need to meet our goals this year what meetings do you want what meetings don't you want what kpis do you want and what kpis don't you want um and then we're gonna go build out a lot of these things if they don't exist and put them in place and we'll have the cadence now why i do that is because i know that there's blind spots right i guarantee you i don't know what's going on in japan as well as the japanese leaders are going to tell me right so we build that connection we build that trust but the other side of that is give and take um speed of trust is such a great book he talks about that in there which is look i'm going to listen and i'm going to you know we're gonna commit and if we say these are the things that we want to do and these are the things that are important important and then i give it to you i'm gonna expect that you use it pilar huge thanks for joining us today and sharing the power of revenue operations and a big thank you for being a visionary in the revenue operations council i'm cornelius willis thanks for watching join us next time for another real world revenue strategy right here on club revenue you