The Glue Uniting Revenue Management Strategy & Customer Journey

Leore Spira
5 min readOct 17, 2022

Nowadays, most business organizations need to go beyond the dominance of sales as their source of business success since contemporary businesses embrace and extend their digital practices. In this pursuit, Revenue Management Strategy emerges as a paramount component for the success of any enterprise, which should be successfully leveraged to streamline the customer journey. From a process, data, business analytics, and business insights perspective, revenue operations (revops) emerge as the key solution which streamlines these processes and operations.

Uncovering the Shifting Dynamics in the Current Landscape

In this current context, a consistent and positive experience for the customer is essential, and it represents an organizational and cultural transition away from the conventional emphasis on new sales and toward an equally vital emphasis on client retention and possibilities to upsell and cross-sell. This paradigm is especially critical to companies engaging in digital marketing, where the expense of client acquisition and small margins imply that keeping consumers for recurrent purchases is key to maintaining a viable company.

Concentrating on all channels, kinds, and sources of income, there needs to be a new alignment across the various areas of responsibility inside the business. For instance, recurring and subscription models will demonstrate that maintaining a customer’s business is essential not just for increasing one’s revenue but also for increasing one’s profitability.

Deploying the Potential of Revenue Growth Management

Revenue Growth Management, sometimes known as RGM, is a subfield of strategic analytics that constantly increases an organization’s revenue. To optimize revenue development, a successful RGM program will study purchasing and consumption habits and trends and assist in determining the appropriate pack selection, pricing, and promotions to provide to customers.

Even though many businesses have effective RGM programs, one significant complicating factor is that the departments of sales, marketing, and finance frequently have divergent points of view on the best way to achieve growth. Each department is driven by a unique set of key performance indicators (KPIs), incentives, and priorities. Because of this, judgments are made that are not in the best interests of the company’s long-term revenue development.

How Should Businesses Tackle Change?

In the present environment, most businesses are attempting to navigate continuously moving trends, increased demands for growth, and, in many instances, transitions from old business models to SaaS.

Executives are responsible for documenting their development plan as a north star for the firm, partners, and possible purchasers. In all aspects of our pursuits in 2021, we saw a shift back to the fundamental aspects of growth execution, including the following:

  • Putting into place an organizational structure that is in line with the strategy.
  • Bringing more structure and discipline to the process of selecting and managing partners.
  • Integrating sales and marketing beyond their traditional handoff points to get better financial results.
  • Reevaluating the architecture of the territories to better match selling motions and skills with opportunities.

Leveraging data analytics to achieve maximum profitability is the goal of revenue management. Revenue management aims to forecast consumer behavior at the level of individual micro markets and to optimize revenue by adjusting product price and availability.

Adjustments to product availability, price, and market positioning may be made using revenue management, which enables a company to better understand its clientele and provide a product that more closely meets its requirements.

Furthermore, selling the right product to the right consumer at the right time and at the right price is the fundamental objective of any plan pertaining to revenue management. The crux of this approach is in precisely matching product pricing, positioning, and availability with each consumer group after having a thorough grasp of how customers perceive the value of your product.

Revenue Operations — Converging Data

Understanding revenue and how it is connected across all aspects of the organization is more critical than ever due to the increasing amount of data in play. Therefore, it should be no surprise that an increasing number of companies are concentrating on revenue operations as their own distinct role. Conversely, Revenue Growth Management, when correctly executed, may provide companies the ability to increase their revenues and profitability over the long term. This improvement is driven by continuous actionable information regarding customers, shoppers, channels, and rivals.

Ultimately, RevOps and Revenue management convergence assist companies in maturing and evolving from establishing go-to-market (GTM) strategies in functional silos to developing GTM in alignment across all functional areas. This way, companies may shift their attention from concentrating on volume to concentrating on value and margins. Furthermore, businesses are encouraged to develop and make the shift from short-term trade-offs dictated by yearly planning to a more long-term perspective so that they may continue to flourish and thrive.

When you do not have a RevOps function, you start to experience some business hindrances. If any of the following statements ring a bell, it may be time to consider bringing in RevOps.

RevOps centralizes the revenue teams and is responsible for the procurement, deployment, and administration of various technologies. This allows your company to save expenses while simultaneously increasing adoption via educating and enabling users. Because of the rapid speed of today’s world, organizations are always changing, and as a result, procedures need to be updated on a regular basis. RevOps addresses this issue by encouraging participation from all teams in the development of new procedures and educational resources.

We do not know what is successful and what is not at this time — understanding the challenges around churn and return on investment (ROI) in marketing may be difficult. The solution to this problem is to set up a RevOps team, which will examine the company as a whole from a holistic perspective.

Bottom Line

Without a doubt, the company will need some significant adjustments as it expands. You will be required to provide assistance for your team during the transition, regardless of whether it involves the re-implementation of CRM or the introduction of new products. Communication, training, and project management are all provided by RevOps, which enables smooth transitions within the organization.



Leore Spira

A leader, process optimizer, a RevOps geek. I am driven by the power of data, and look for new and innovative ways to optimize processes to drive success.