Where the older sales funnel ends at close, the revenue cycle—particularly in subscription business—is continuous and lifecycle-oriented. It begins with marketing creating awareness and demand, continues with sales converting interest into purchase, and continues further with customer success driving adoption, retention, and expansion. The revenue cycle is the unit of analysis for RevOps because it spans all the differentiated GTM functions and exposes the coordination problems that integrative devices exist to solve.
Definition
Revenue Cycle
The Revenue Cycle is the end-to-end customer lifecycle from awareness through expansion, owned collectively by marketing, sales, and customer success, and orchestrated by RevOps.