Learn how to deliver effective revenue operations management, critical to the success of the entire enterprise, via this recorded session from Transverse. Effective revenue operations management is critical to the success of the entire enterprise, but it can be inhibited by complex sets of manual processes and systems, numerous stakeholders and the need to collect and manage vast amounts of information. Join finance and technology leaders to hear how they are eliminating barriers and challenges to revenue operations management and prioritizing Finance Technology investments to support and influence cross-functional alignment around revenue strategy. Speaker: Chris Couch, COO and Co-Founder, Transverse Presentation delivered at ProformaTECH 2014 - http://www.proformatech.com Track: Finance Technology Landscape | Session: 3

1. Revenue
Operations
Management:
Building a Finance
Technology Strategy
to Optimize Your
Cash Flow
Chris Couch
Co-Founder and COO,
Transverse LLC

2. Transverse
Headquartered in Austin, TX
Founded in 2008
$40M+ in private funding
Leading provider of cloudbased Revenue Operations
solutions for mid and large
enterprises
Over 50 customers
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3. Agenda
Define Revenue Operations
Survey of challenges, barriers and priorities
Three principals of Revenue Operations innovation
Innovation strategies
Innovation examples
Q&A

4. What is Revenue Operations?
Billing and
Collections
Sales
Holistic view of end-to-end revenue
management across multiple parts
of an organization
Spans all data, systems and
resources necessary to produce
and account for revenue
Complex, multi-step cycle usually
with cumbersome, manual
processes, disparate technologies
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Revenue
Operations
Customer
Management
Finance

5. What Activities Are Involved With Revenue Operations?
Order to cash processes
Revenue recognition
Sales reporting
Revenue accounting
Revenue forecasting
Assurance and compliance
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Booking execution
Billing and collections
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6. Survey Of Challenges,
Barriers and Priorities

7. Aberdeen Survey Methodology
Best-in-Class
Survey Questions
Total
Respondents:
239 respondents across
multiple industries are scored
individually across standard
KPIs
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Industry
Average
Laggard

8. Barriers and Challenges to Finance Departments
• Majority are hamstrung by manual processes and disparate technologies
• 93 percent use spreadsheets for critical revenue processes
• Majority perform nearly 85 percent of internal controls manually
• Almost 50 percent reconcile their revenue accounts manually
• 40 percent can only accurately forecast three months in advance
• 82 percent lack full visibility into areas of profit and loss
• Business processes most vulnerable to fraud, leakage and error are in procurement and revenue reporting
• 41 percent cite a lack of staff resources and headcount necessary to scale
• 28 percent have difficulty consolidating information from multiple data sources
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9. Common Concerns
• More data and higher demands are increasing volatility and risk. There is
simply more for organizations to see, understand and react to.
• To compete, organizations must be flexible and fast, able to adapt and
respond to market conditions as they shift and change.
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10. Priorities / Themes of Success in Revenue Operations
Maximize Revenue: By capturing value from
every opportunity.
Better, Faster Decisions: Company wide
access to accurate real-time information in a
usable form.
Drive Efficiency Up & Costs Down: Drive out
waste and increase performance of systems,
processes and people across the entire
organization.
Responding to Change: Meet dynamic
demands and solve problems as they emerge
without being limited by resource constraints.
Mitigate Risk: By providing visibility across
revenue impacting operations to get ahead of
risks before they materialize.
Accelerate Innovation: Remove friction in the
introduction of new products, services, and
business capabilities.
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11. Three Principals of Revenue Operations Innovation
Automation
Integration
Insight
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12. The Common Revenue Operations Environment
People
Processes
Systems
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Data

13. Applying the Principals of Automation, Integration and Insight
Common Alerts
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Common
Reports
Automated
Processes
Constant
Monitoring

14. Innovation Strategy

15. Revenue Operations Innovation in Market Leaders
Leaders
Followers
Billing and collections integrated with order entry and credit with no
duplicate data entry
70%
37%
Standardized / automated enterprise-wide procedures for order fulfillment
64%
43%
Automated A/R and revenue recognition
67%
47%
Real-time visibility into outstanding invoices and related customer
information
82%
31%
Real-time visibility into current revenue exceptions by customer, problem
type, etc.
68%
21%
Electronic interfaces to banks and trading partners
82%
58%
Revenue performance dashboards
68%
31%
Order flow automation
59%
30%
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16. Mean Class Performance
Leaders
6.1% of A/R past due
1.1 days for payments to clear A/R ledger
11.7% of require manual intervention
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Followers
8.8% of A/R past due
6.9 days for payments to clear A/R ledger
30.1% of invoices require manual intervention

17. Making the Case for Integration
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18. Example Innovations

19. Example 1 - Prepurchased Volume of Transactions
Resulted in a 20%+ increase in month over month revenue
Enterprise wide real-time visibility into customer consumption
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20. Example 2 - Publicly Traded eCommerce Company
(Sales Based on Revenue Share)
Reduced bill period close to 2 days
DSO by a significant number of days
Cut audit costs and time by 15%
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21. Q& A
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22. Thank You For Attending
Revenue Operations
Management:
Building a Finance
Technology Strategy
to Optimize Your
Cash Flow