Welcome to Revenue Brew!

Today’s revenue org is not your grandpappy’s revenue org. Sure, we’re still ABCing our way to the bank, but how we close deals, how we prospect, and how we work across the company is verrry different in the 21st century than in the late 20th. Now, we have computers in our pocket and information at our fingertips.

Revenue orgs, over the last two decades, have ridden the technological wave to reshape how sales, marketing, and customer success teams operate and collaborate. At the same time, in part due to this explosion of technology solutions, these teams have expanded beyond the sales force to include revenue operations (RevOps), go-to-market (GTM), and account management/customer (or client) success teams.

The through-line: better technology + better communication = stronger revenue orgs. We want to tell this story. Gartner predicts, for example, that “by 2026, 75% of the highest-growth companies will adopt a RevOps model, up from less than 30% today.” Forrester research found that companies that align people, processes, and technology across their sales and marketing teams will achieve 36% more revenue growth and up to 28% more profitability.

The role of the chief revenue officer (CRO), the head of the rev org, has also changed. The CRO has to understand data and analytics, different platforms for different metrics (e.g.,sales engagement, revenue intelligence, and customer relationship management), new ways of selling (e.g., digital sales channels), and, of course, managing teams and people. It’s not just solely about taking clients or prospective clients out for five-course meals.

Revenue leaders have to wear many hats these days, and Revenue Brew will cover the issues that keep revenue teams revved up. Our reporters, Layla Ilchi and Beck Salgado, will explore revenue strategies and tactics from across a wide breadth of industries (from CPG to pharma to retail to tech, and all points in between), as well as different functions within the rev org (e.g., inside vs. outside sales; direct vs. indirect sales; account management; RevOps, etc.). We’ll be doing this through this here newsletter, but also through stories on our website—which will be a resource hub for rev teams —virtual and IRL events, and multimedia (podcasts, videos, etc.).

We’re glad that you’ve arrived, and we’re excited to hear from you and to learn about the biggest opportunities and challenges facing today’s modern revenue teams.