Intro and the Revenue Function

Here are findings from our 2021 virtual Executive Forum. Our theme was the 24/7 customer experience. We explored the impact of digitally enabled customers on the revenue function and the extent to which the COVID 19 pandemic accelerated the shift toward virtual technology. Our objective was to highlight what’s been learned, what has changed, and begin to assess what it all means for the revenue function: marketing, sales, service and operations.

Two key issues were noted.

1. Revenue resources are often misaligned
2. The three main customer facing revenue functions marketing, sales and service operate in disconnected silos where first resources operate independently, when they should be acting as teams