\ Generative Intelligence, or Gen AI, is on its way to revolutionize almost every aspect of “work” as we know it, be it bringing products to life, getting them to the hands of customers, after sales support, or other corporate functions. Revenue Operations or Rev Ops, in many ways a more recent addition to the list of functions, especially in B2B tech, is a prime target for disruption by Gen AI.
\ A little bit about myself - I am a Sr. Director of Rev Ops at Cisco. Here is my LinkedIn profile ; prior to Cisco, I was a consultant at McKinsey, with a background in Industrial Robotics and Electrical Engineering.
\ Before we go too deep, what is Rev Ops, and how is it different from Sales Operations?
\ Rev Ops seeks to break down the traditional siloed approach within go-to-market with a more holistic approach that drives revenue growth and customer outcomes with end to end integration and optimization of data & insights, tech stack, and customer interactions.
\ Generative AI, with its multi-modal capabilities (text, image, voice, audio) presents a unique and never-before opportunity to optimize and reimagine workflows across Rev Ops. Even within the now-familiar hype-train, we have started seeing real and tangible examples of successful adoption of Gen AI in this space which makes it extremely risky for anyone to ignore the possibilities. In fact, once you move past the meme-generative use cases of Gen AI, Rev Ops might be one of the few areas where the hype might be real - with potential to digitize, automate, and scale capabilities rapidly with readily available tech. To highlight a few:
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\ In the following articles, we will take a closer look at how these capabilities and use cases come together across the 4 pillars of Rev-Ops: Planning, Marketing, Sales, and Customer Success.
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