Sirius decisions 202011/17/2023 Our combined RevOps team and our new revenue engine were mission critical in enabling Carbon Black to rapidly and efficiently achieve our growth goals, enable our IPO, and now most recently we’ve joined the VMware family. And to achieve that, we needed a first-class Revenue Operations team. So, we needed our revenue engine to also significantly transform and scale to enable our commercial teams to efficiently achieve our goals. We had an aggressive business plan as we prepared for our IPO which included transitioning to hybrid SaaS sales motions, significantly expanding our go-to-market and accelerating revenue growth. LeanData: More than two years ago, you joined Carbon Black to spearhead the company’s transition from a traditional go-to-market structure into a centralized RevOps organization.ĭan Carpenter: Yes, that was an ambitious undertaking to be sure, but we had tremendous executive support. On behalf of Marketing, Sales and Customer Success functions, the RevOps team can collectively run and optimize the revenue engine, from top of funnel to customer renewals, to efficiently maximize growth, enable scale and provide a great customer experience. Analysts have defined it as an emerging go-to-market model that unites the operational groups powering the revenue engine into one strategic function singularly focused on maximizing an organization’s growth and performance across the entire revenue funnel.įor me, RevOps is the combination of all the operational teams across the go-to-market functions into one powerhouse of strategy, planning, analytics, operations, enablement, process, systems and data. LeanData: How do you define Revenue Operations?ĭan Carpenter: One year ago, RevOps was “officially” debuted from the mainstage at SiriusDecisions Summit 2019. I’m delighted to not only spotlight our team’s success story, but share details of our journey to RevOps and best practices with other attendees at this year’s Summit. The concept of RevOps, and the establishment of a truly integrated revenue engine across all go-to-market functions, is becoming increasingly popular, particularly in the highly competitive and dynamic SaaS market. LeanData: First of all, Dan, congratulations! This is a big industry recognition for you and your team.ĭan Carpenter: Yes, thank you! We’re very excited to have our Revenue Operations success story recognized on such a big stage in the B2B sales and marketing world. Dan will present his award-winning RevOps transformation story in a keynote presentation today (May 6th) at the 2020 Summit event. The annual award spotlights business-to-business (B2B) organizations that have achieved strong sales, marketing and/or product alignment, and have improved company performance as a result. LeanData Customer VMware Carbon Black Wins Prestigious Forrester SiriusDecisions 2020 ROI Honor for Revenue Operations TransformationĬybersecurity leader VMware Carbon Black was recognized for its pioneering Revenue Operations (RevOps) business initiative in the 2020 Summit Return on Integration (ROI) Honors program from Forrester SiriusDecisions.
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