The dream of moving from a transactional sales model to a process-driven revenue management model is still in its infancy at most companies. While the vision of the “to-be state” is very clear, most traditional tech companies are struggling to actually make the needed changes. Even born-in-the-cloud companies are still mostly running their sales motions using the classic approaches in everything from pre-sales activity to renewal responsibility. WHAT needs to be done? WHEN will it truly happen? And perhaps most importantly, WHO will take the lead on managing this transformation?