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RV149 - Understanding Revenue Operations | Chris Walker Weekly episode 6
B2B Revenue Vitals
Exploring Comprehensive Data Tracking and Analysis in Revenue Operations
The focus in revenue operations is not only on what to track but also on how to track and analyze data. Companies are working on creating a streamlined pipeline architecture to track core data across multiple objects efficiently for clear reporting. Different methods of analyzing data like the W shape and U shape models can result in entirely different outcomes, showing the importance of how data is viewed. Existing models like 'visible' might incentivize artificial inflation of impact by tracking only easy-to-measure touchpoints. A more granular and specific model is being developed to understand net new acquisition better. It's believed that a more comprehensive approach is needed beyond just looking at demand creation and capture stages to measure the velocity and productivity of sales accurately. Companies are urged to consider a more detailed model to support both new business acquisition and expansion.
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