CASE STUDY
IRIS
Building the commercial foundations for sustainable growth
IRIS partnered with Tenon Growth to strengthen the commercial foundations needed to support its next phase of growth. Through a Commercial Revenue Operations Diagnostic, we worked with leadership, sales and marketing to understand how people, processes and technology combined to create commercial performance, developing a practical roadmap to improve Revenue Operations, strengthen cross functional collaboration and prepare the business for future AI-enabled transformation.
ABOUT IRIS
Hospitality technology operating at global scale
IRIS is a UK hospitality technology company serving more than 200 hotel brands across 120 countries. Its platform enables hotels to deliver digital guest experiences through mobile ordering, guest communications, concierge services and digital guest information.
Processing more than three million guest orders annually, the business has experienced sustained growth as hotels continue to invest in digital guest experiences.
As the organisation continued to grow, leadership recognised the opportunity to strengthen the commercial foundations needed to support the next stage of growth.
THE OPPORTUNITY
Strengthening the commercial operating model
Growth creates opportunity, but it also introduces greater complexity. As commercial teams expand, customer journeys become more sophisticated and technology continues to evolve, organisations often need to reassess how their commercial functions work together to support sustainable growth.
IRIS engaged Tenon Growth to undertake a Commercial Revenue Operations Diagnostic to review its commercial operating model, identify opportunities to improve visibility and alignment across the business, and develop a structured roadmap for future growth and AI adoption.
The objective was not simply to improve individual processes, but to strengthen the commercial capability of the organisation as a whole.
A Commercial Revenue Operations Diagnostic
OUR ENGAGEMENT
Commercial Operating Model
Reviewed how commercial teams, processes and systems worked together to support sustainable growth.
Customer Journey
Mapped the customer journey to understand how prospects progressed from initial engagement through long term customer relationships.
Revenue Operations
Assessed commercial workflows, ownership, reporting and operational performance.
CRM & Technology
Reviewed CRM governance, commercial processes, reporting and supporting technology and data quality.
Sales & Marketing
Reviewed lead management, qualification, handovers and cross functional alignment.
AI Readiness
Identified practical opportunities to integrate AI into commercial workflows where it could deliver measurable business value.
EXECUTIVE REPORT & ROADMAP
Turning insight into action
Executive Report Contents
Executive Commercial Assessment
Stakeholder Analysis
Customer Journey Review
CRM Workflow Recommendations
Revenue Operations Roadmap
AI Opportunity Assessment
The Commercial Revenue Operations Diagnostic culminated in a comprehensive executive report and prioritised roadmap for commercial transformation.
Rather than recommending isolated improvements, the report identified the commercial capabilities that would deliver the greatest long-term value, helping leadership prioritise investment and implementation.
The executive report provided a structured foundation for strengthening commercial performance while supporting future growth and AI-enabled transformation.
The Commercial Revenue Operations Diagnostic established a clear direction for strengthening IRIS’s commercial operating model. Following the delivery of the executive report and strategic roadmap, Tenon Growth continued working alongside the leadership team to prioritise initiatives, validate recommendations and support the next phase of commercial development through collaborative workshops and ongoing advisory support.
Turning strategy into action
OUR PARTNERSHIP
1. Commercial Prioritisation
Worked with leadership to review the findings, agree priorities and sequence initiatives based on business value and organisational readiness.
2. CRM Development
Supporting the design of a CRM structure that strengthens commercial visibility, reporting and customer management.
3. Revenue Operations Design
Developing clearer commercial processes, ownership and reporting to improve coordination across the business.
4. Customer Journey Development
Refining segmentation, value propositions, DMU and the customer journey to create greater consistency across marketing, sales and customer engagement.
5. Cross functional Alignment
Working with leadership, sales and marketing to establish shared commercial objectives, workflows, responsibilities and ways of working.
6. AI Opportunity Planning
Identifying practical opportunities to integrate AI into existing commercial workflows where it can deliver measurable business value and consider future Ai developments
Every organisation is different, but the underlying principles of sustainable growth remain remarkably consistent.
Rather than focusing on isolated improvements, the engagement was designed to strengthen the commercial capabilities that enable organisations to scale successfully. By improving visibility, alignment and capability, businesses create stronger foundations for better decision-making, more effective collaboration and practical AI adoption.
Building the foundations for sustainable growth
COMMERCIAL CAPABILITY
Visibility
Creating a clearer understanding of commercial performance through improved reporting, customer journey insight and stronger operational visibility. Better visibility enables leaders to make informed decisions based on evidence rather than assumptions.
Alignment
Bringing leadership, sales and marketing together around shared commercial objectives, consistent processes and clear ownership. Alignment reduces friction, improves collaboration and creates a more connected commercial organisation.
Capability
Building scalable commercial processes, governance and technologies that support continuous improvement and future growth. AI becomes an accelerator of capability rather than a substitute for it.
The Commercial Revenue Operations Diagnostic established a structured foundation for future commercial development.
As the partnership continues, Tenon Growth is supporting IRIS in strengthening the commercial capabilities needed to improve visibility, align teams around shared objectives and develop scalable processes that support sustainable growth and practical AI adoption.
The engagement reflects a shared commitment to building stronger commercial foundations that continue to evolve alongside the business.
Supporting long term commercial growth
LOOKING AHEAD
Ready to strengthen your commercial foundations?
Whether you're improving Revenue Operations, redesigning commercial workflows or preparing your organisation for AI, sustainable growth starts with understanding how your business creates value.
If you'd like to explore how a Commercial Revenue Operations Diagnostic could help your organisation, we'd love to start a conversation.