Revenue Governance is the governing of the flows, data and decisions that take a company from the first buying signal to revenue: who decides what, on which data, and in what order.
Enrico Giubertoni uses the term to separate governing the system from owning the tools, because a company can have the CRM, the campaigns and the sales network and still have nobody governing how those three talk to each other.
An example
Marketing brings in leads and measures them by volume, Sales judges them by quality, and neither measures how long it takes from the first signal to the signature. Revenue Governance starts from that measure, because it is the only one that belongs to both.
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