RUN REVENUE TO DRIVE PREDICTABLE GROWTH

How to Maximize Revenue Operations Efficiency and Productivity

In today’s complex business environment, organizations often struggle to align revenue teams—sales, marketing, customer success, and finance— around a unified set of goals and data.

Disjointed processes and siloed information lead to inconsistent forecasting, missed opportunities, and revenue leaks that threaten predictable growth.

As revenue operations grow more complex, businesses need a systematic approach to orchestrate and optimize every step of the revenue cycle.

ORCHESTRATING REVENUE TO BUILD REPEATABILITY AND DRIVE GROWTH

Run Revenue to Drive Predictable Growth 2

Introducing the Run Revenue Program1

Defining Revenue Objectives And Success2

Designing Effective Revenue Cadences3

Operationalizing Your Revenue Platform4

Measure Success and Refine Your Approach5

Run Revenue to Drive Predictable Growth with Clari6

CONTENTS

Run Revenue to Drive Predictable Growth 3

INTRODUCING THE RUN REVENUE PROGRAM The “Run Revenue” program is a strategic initiative to help organizations manage, orchestrate, and optimize Cadences across the sales cycle, enabling them to achieve their revenue objectives. It provides a systematic approach to revenue management, leveraging Clari’s Revenue Platform to enhance forecast accuracy, identify potential risks and opportunities, and drive predictable growth.

OPTIMIZE REVENUE CADENCES ACROSS THE SALES CYCLE

Run Revenue to Drive Predictable Growth 4

HOW DOES THE RUN REVENUE PROGRAM WORK?

START RUNNING REVENUE LIKE A PRO

Clari automates key revenue processes to build rigor and repeatability, including mechanized deal progression, real- time insights, and a full view by team, product, channel, and geography. This approach uncovers white space, standardizes engagement, and supports data-driven revenue management. This enables reps to execute consistently, managers to lead with insights, and leaders to course correct with confidence.

This guide provides a clear, actionable roadmap for implementing a well-orchestrated Revenue Cadence. Use it to help you eliminate sources of revenue risk and achieve your Revenue Objectives.

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THE THREE PILLARS OF RUN REVENUE

Set clear revenue goals aligned with strategy. Ensure that these translate into actionable steps for sales teams. Revisit them regularly to stay aligned with shifting priorities.

Revenue Objectives Design cadences to support your

Revenue Objectives. Establish structured, repeatable processes to guide sales teams through critical activities. These cadences ensure that the right actions are taken at the right time to meet revenue goals.

Revenue Cadences

Measure and optimize success. Use real-time tracking tools to monitor KPIs and assess progress. Refine cadences continuously to ensure they drive effective revenue outcomes.

Revenue Risk

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DEFINING REVENUE OBJECTIVES AND SUCCESS

OBJECTIVE: Establish clear revenue goals and executive priorities to ensure the whole organization is aligned and focused on achieving top-line results.

Teams need measurable targets that align everyone around a common goal, drive strategic decision-making, and focus energies on activities that directly impact revenue growth.

These objectives help leaders identify gaps, prioritize resources, monitor progress, and adjust tactics as needed. They also foster accountability and collaboration across the organization to achieve predictable and sustainable revenue outcomes.

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WHAT TO DO

ALIGN WITH STRATEGIC PRIORITIES Start by identifying the top revenue goals of the organization and how they tie into the broader company strategy. Your Revenue Objectives should align directly with executive leadership’s top business priorities to drive strategic goals.

DEFINE CLEAR REVENUE OBJECTIVES Define your organization’s growth targets and the strategies to achieve them. These Revenue Objectives should translate into actionable steps for sales teams, as well as clear business goals and key results. Revisit them regularly to maintain alignment with the organization’s evolving priorities.

ENSURE YOU CAN MEASURE SUCCESS Establish the frameworks and tooling you need to measure the success of these goals through clear metrics. Implement real-time tracking of Key Performance Indicators using Clari’s dashboards to measure progress and make adjustments as needed.

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FINANCIAL: Objectives that ensure revenue efforts are focused on enhancing profitability and shareholder value, such as increasing total revenue and boosting profit margins

SALES PERFORMANCE: Goals geared toward driving operational excellence, ensuring the sales force meets and exceeds revenue targets

MARKET EXPANSION: Targets aiming to grow the company’s market presence by entering new regions or launching new products

CUSTOMER RETENTION AND EXPANSION: Objectives that focus on increasing customer lifetime value and improving renewal rates

OPERATIONAL EFFICIENCY: Goals that optimize internal processes to reduce costs and improve service delivery, such as enhancing forecast accuracy

EXPERIENTIAL GOALS: Targets aiming to enhance experiences for employees and customers, these goals include improving satisfaction scores, engagement, loyalty, and productivity

UNDERSTANDING KEY REVENUE GOALS Revenue Objectives serve as strategic targets that guide decision-making and performance across the business. Here are the primary types:

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DESIGNING EFFECTIVE REVENUE CADENCES

OBJECTIVE: Maximize pipeline efficiency by standardizing and refining processes to align with Revenue Objectives.

If you aren’t maximizing the lifetime value of existing customers and minimizing customer attrition, ensuring consistent revenue growth will be an uphill battle. That’s why optimizing pipeline management is vital. To achieve this, enterprises must define structured schedules of activities and interactions designed to support and achieve their Revenue Objectives. At Clari, we call these “Revenue Cadences.”

WHY THEY MATTER Revenue Cadences are the structured, repeatable processes that guide sales teams through critical activities, such as pipeline reviews, forecasting, deal inspection, and account management. They ensure that the right actions are taken at the right time to meet revenue goals.

Standardized cadences ensure a consistent and structured approach to driving Revenue Objectives, enabling sales reps to stay disciplined, focused, and aligned with company growth targets. With best-in-class cadences, organizations can streamline sales processes, enhance predictability, and reduce revenue risk.

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WHAT TO DO

DESIGN CADENCES THAT DIRECTLY SUPPORT YOUR REVENUE OBJECTIVES Effective cadences are consistent and operationalized to ensure that each session is purposeful and efficient. Aim for fewer but more impactful sessions, supported by a culture of pre-reading to maximize productivity.

IMPLEMENT PIPELINE DEVELOPMENT STRATEGIES These may include lead generation, account-based marketing, and nurturing prospects through the buyer journey. Include pipeline targets for opportunities that are directly generated by Account Executives.

ENSURE TARGETS ARE PERSONALIZED AND DATA-DRIVEN Targets should align with your Revenue Objectives, be based on data-driven analysis, and account for each sales rep’s experience, territory potential, and historical performance.

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In a 13-week quarter, it’s essential to map Revenue Cadences to various interactions, such as one-on-one meetings with sales representatives, sales leader calls, and VP or segment calls.

Cadence structures typically include scheduled activities and interactions that align with different stages of the sales and revenue process.

These might involve:

REP 1:1 MEETINGS: Regular one-on-one sessions with sales representatives to review individual performance and pipeline status

SALES LEADER CALLS: Scheduled calls with sales leaders to discuss team performance, deal strategies, and forecast updates

VP/SEGMENT CALLS: Higher-level discussions with VPs or segment leaders to align on strategic objectives and address broader market challenges

EXAMPLE REVENUE CADENCE STRUCTURES

These cadences are designed to be consistent, data-driven, and tailored to address specific revenue risks across the customer lifecycle. They are also relevant in contexts like quarterly business reviews and board meetings.

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GROUP YOUR REVENUE CADENCES INTO FOUR BLOCKS

Revenue Cadences

CREATE This stage involves generating leads and building a robust sales pipeline. Activities focus on identifying potential customers and initiating contact to create opportunities for future sales.

CLOSE This is where deals are finalized. That means overcoming objections, negotiating terms, and securing a commitment from the customer. Accurate forecasting and strategic deal management are critical here to ensure successful closures.

CONVERT In this stage, the focus is on moving leads through the sales funnel. This involves engaging with prospects, addressing their needs, and persuading them to consider the product or service, ultimately turning opportunities into active deals.

RETAIN Here, the focus is on maintaining and strengthening relationships with existing customers. This is about ensuring customer satisfaction, encouraging repeat business, and fostering loyalty through ongoing engagement and support.

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OPERATIONALIZING YOUR REVENUE PLATFORM

OBJECTIVE: Put your revenue platform into use across your organization to support your revenue cadence, reduce revenue risk, and achieve your revenue objectives.

Once you have defined your cadences, operationalizing them within a single platform, such as Clari, can significantly enhance your ability to drive revenue goals. To operationalize the four deal lifecycle stages (create, convert, close, retain), use your revenue platform to integrate data, automate processes, and enhance collaboration across teams.

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WHAT TO DO

INTEGRATE DATA AND AUTOMATE DATA CAPTURE Automate data capture across all key touchpoints to ensure teams have a unified view of their performance. Connecting data from various systems provides a single source of truth for the organization and enables consistent, real-time reporting.

AGREE ON STANDARDIZED DEAL PROGRESSION CRITERIA Establish clear criteria for managing revenue forecasts. Define forecast categories, refine sales stages, and secure buy-in for adopting these definitions to improve consistency and accuracy in revenue predictions.

OPERATIONALIZE AI-DRIVEN ANALYTICS Introduce AI-driven analytics capabilities to surface actionable insights. This will enable faster, more informed decision-making and allow for targeted, real-time coaching that enhances team performance and drives revenue growth.

ENSURE UNIFORM FORECASTING PRACTICES Standardized forecasting practices ensure team-wide consistency and alignment. Create dashboards for real-time tracking and aggregate key sales metrics in one place to show reps and managers where they’re succeeding, and how.

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OPERATIONALIZING YOUR REVENUE PLATFORM VS. REVENUE OBJECTIVES CREATE PIPELINE • Data integration and insights: Centralize data in your revenue

platform, providing a unified view of potential leads and opportunities.

• Lead scoring and qualification: Use automated tools to qualify leads based on predefined criteria, ensuring that sales teams focus on the most promising opportunities.

FORECAST FOR CLOSURE • Forecasting and analytics: Harness AI to continuously analyze

sales data, deal activity, and engagement signals. This will reduce manual errors, eliminate biases, and reveal real-time insights into pipeline health.

• Personalized coaching: Use insights to craft tailored coaching strategies that help reps overcome the top challenges they face.

• Streamlined follow-up actions: Automate workflows, task management, and insight generation to guide sales reps on their next best actions.

IMPLEMENT RETENTION STRATEGIES • Customer success tools: Track customer satisfaction and usage

patterns, helping teams to support ongoing customer engagement and identify opportunities for upselling and cross-selling.

• Retention metrics: Track retention rates and customer health so proactive measures can be taken to enhance customer loyalty and reduce churn.

CONVERT PIPELINE • Pipeline management: Provide visibility into the sales funnel,

allowing teams to track progress and identify bottlenecks.

• Engagement tools: Deploy automation to enable personalized communication and engagement at scale, helping sales reps to nurture relationships with prospects through targeted interactions.

• Sales analytics: Use AI-powered analytics dashboards to help revenue teams focus efforts on the most pressing areas.

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MEASURE SUCCESS AND REFINE YOUR APPROACH

OBJECTIVE: Establish a continuous improvement loop where Revenue Cadences and strategies are reviewed, adapted, and refined regularly, based on data.

Adapt and refine your revenue strategy regularly to optimize the effectiveness of your Revenue Cadences and ensure alignment with changing market conditions, customer needs, and competitive dynamics. Continuous monitoring allows for early identification of potential risks, opportunities, and shifts in buyer behavior, enabling timely adjustments to tactics and resources.

Use real-time tracking tools, such as Clari’s dashboards, to monitor KPIs and assess progress. Fine-tune your cadences continuously to keep them aligned with evolving business goals, ensuring they drive revenue outcomes effectively.

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WHAT TO DO

TRACK REVENUE CADENCE EFFICIENCY Data integration is critical for using AI-driven insights from recorded calls to identify process gaps and opportunities. This will create a continuous feedback loop that will help you monitor trends, assess forecast accuracy, and spot coaching opportunities.

FIND AND ADDRESS REVENUE RISK Conduct a Revenue Leak Assessment to identify ways to improve your Revenue Cadences, pinpointing risks such as opportunities lost as a result of slipped or delayed deals. Update sales team processes to address inefficiencies and optimize revenue generation.

SET UP REGULAR STRATEGY REVIEWS Build dashboards that provide visibility into up-to-date data and strategy insights and meet regularly to review performance collaboratively. Make data-driven decisions on how to maintain alignment with revenue goals and market dynamics.

RESPOND TO EMERGING TRENDS AND MARKET EVENTS Act on AI-driven recommendations to adapt strategies based on performance metrics and evolving market conditions.

Run Revenue to Drive Predictable Growth 18

Schedule a workshop to talk through how you can run revenue for maximum impact in your organization.

RUN REVENUE TO DRIVE PREDICTABLE GROWTH WITH CLARI

https://www.clari.com/demo-request/?qgad=706874620274&qgterm=clari&utm_source=google&utm_medium=cpc&utm_content=%7Bna_brand_clari%7D&utm_term=clari&gad_source=1&gclid=Cj0KCQiAgJa6BhCOARIsAMiL7V8cGJBgYI1udwhuIEDr-nkKFKdsZr8QTqT65lyTbekoM0doizjarToaAiMrEALw_wcB

CONTENTS Page 4 - Introducing the Run rev program Page 5 - How does the Run rev Page 7 - Defining rev objectives Page 8 - What to do Page 6 - The three pillars of run rev Page 9 - Understanding key rev goals Page 10 - Designing effective rev Page 11 - What to do Page 12 - Examples rev cadence Page 13 - Group your rev cadences Page 14 - Operationalizing your rev plat Page 15 - What to do Page 16 - Operationalizing your rev plat Page 17 - Measure success and refine your approach Page 18 - What to do. Page 19 - CTA

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