From working with our 90+ portfolio companies and their customers, as well as from frequent conversations with enterprise leaders, we have observed a set of software services emerge and evolve to become best practice for revenue teams.
Revenue teams across the country have been forced to change their tactics and tools in the blink of an eye in order to adapt to this new normal — one in which they needed to learn how to sell in not only an all-digital world but also an all-remote one where teams are dispersed more than ever before.
Winners are being made by the directors of revenue operations, VPs of revenue operations, and chief revenue officers (CROs) who are fast adopters of what we like to call the essential revenue software stack.
This set of services — call it the “revenue stack” — is used by sales, marketing and growth teams to identify and manage their prospects and revenue.
Tim Porter is a managing director at Madrona Venture Group and invests in the areas of intelligent applications and SaaS, cloud native software, ML and data analytics and security.
The evolution of this revenue stack started long before anyone had ever heard the word coronavirus, but now the stakes are even higher as the pandemic has accelerated this evolution into a race.
Elisa La Cava is a senior associate at Madrona Venture Group, focused on intelligent applications, cloud-native software and the future of work.