This article comes from Jen Bailin’s insightful talk, ‘Sustainability Strategy: The Keys to Incorporating Sustainability Into Business Goals’, at our 2022 San Francisco Chief Revenue Officer Summit.

Update: Jen is currently VP of North America Sales at Red Hat

Are you ready for the next big wave in business growth? It's not a new technology or a revolutionary product. It's sustainability.

I've spent the last 25 years in the industry, working with giants like Microsoft, Salesforce, Cisco, and AWS, and throughout my journey, I've witnessed seismic shifts in how businesses operate and grow. But none quite like what I'm seeing now with sustainability.

You might be thinking, "Sustainability? Isn't that just about being eco-friendly?" Trust me, it's so much more than that, and if you're in revenue operations, it's about to become your new best friend.

In this article, I'm going to show you why sustainability is the next big business opportunity, how it's reshaping customer expectations, and most importantly, how you can leverage it to drive growth for your company. 

We'll look at real-world examples, explore emerging trends, and I'll share insights from my own experiences working with some of the world's biggest brands.

So, let's dive in.


The evolution of sustainability in business

Remember about 15 years ago when everyone was talking about "the cloud"? 

Companies knew they needed to make the move, but many weren't quite sure what it meant. We're at a similar point with sustainability right now.

We hear a lot about "climate doom," but sustainability is so much more than just environmental concerns. It's about how products are created, transparency in pricing and profitability, and the overall impact a company has on the world. 

Just like the cloud revolution, this shift towards sustainability is creating massive opportunities for businesses that are paying attention.