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TOPO Research: Revenue Operations Framework

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Revenue Operations Framework The critical elements of a world-class Revenue Operations organization August 31, 2020 © 2020 TOPO. All rights reserved. Unauthorized copying or distribution is a violation of copyright law. For questions, email analyst@topohq.com. 3 INTRODUCTION The TOPO Revenue Operations Framework is a standardized methodology for helping go-to-market (GTM) organizations adopt the strategic, but still nascent, shift towards end-to-end revenue management, practiced by the world's fastest-growing companies. Revenue Operations is the modern operating model for driving efficient, predictable revenue by using an interconnected, observable, end-to-end process. The model is a series of repeatable activities conducted across GTM functions and organized into the following elements: strategy, process, workflow, data, analysis, and technology. FRAMEWORK TOPO's Revenue Operations (RevOps) Framework (see Figure 1), which sorts elements into six categories, can be used to build or iteratively improve a RevOps operating model: 1. Strategy: Plan that aligns to revenue objectives to organize and mobilize the revenue organization 2. Process: Design, management, and tracking of end-to-end revenue processes 3. Workflow: Manual and automated processes required to create an interconnected revenue process 4. Data: Data needed to manage and optimize end-to-end revenue processes 5. Analysis: Agreed-upon activities to monitor and measure across the revenue lifecycle 6. Technology: Technology stack required for Revenue Operations execution

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