seller. A company executive noted that, “You need clear benefits, fewer than one in ten companies to communicate clearly why you are using certain has seized the opportunity to expand the role of tools and new governance methods. The best way commercial operations. is a top-down culture, where the CEO or head of sales clearly communicates the added value—and A software provider’s senior vice-president (SVP) champions it by role-modelling its use.” of sales operations described how his role has morphed in recent years. He used to be responsible only for day-to-day management and overseeing Expand commercial operations: functions that reported to him. However, as his Traditionally, commercial operations was a sales- organization recognized the increasing importance execution function to set sales quotas, manage of a sales-operations voice, his role has been sales technology, and make reps more productive. In elevated. “Now, I play a key role in bringing together today’s world, that’s not enough. If companies want stakeholders in the organization’s go-to-market to operate at scale, they need to broaden the role strategy. I have a seat at the table in discussing of commercial operations so it’s seen as a source of corporate strategy and working with the CFO, and analytical and strategic value. Our research shows essentially act as a right hand to the chief revenue that companies that do this perform significantly officer to the CRO by working with marketing, HR, better than those that maintain a simplified sales- and product to integrate channel strategies.” operations function (Exhibit 7). Yet, despite the Web 2022 Emerging cautiously: Australian Consumers in 2022 Exhibit 7 Exhibit 2 of 10 How an evolved commercial operations lifts performance. View of company’s performance vs peers by maturity of commercial operations ate of company s revenue growth compared to peers in market­industry, % €‚% aove 0ƒ‚% aove „n-line with 0ƒ‚% elow €‚% elow market market market market market 100%† 1‡ 1ˆ 36 0 43 3 14 7 13 Companies with Companies with full-suite only sales ops consolidated commercial ops¹ 1Companies whose commercial-operations organization includes sales ops, professional services operations, customer-care operations, and marketing operations. Figures may not sum to 100%, ecause of rounding. ource 00 Commercial ps survey cinsey  Comany 24 Future of B2B sales: The big reframe