The RM should be an integral part of the decision making process and provide direction and strategy based on facts, data, and analysis. Their expertise should not simply be in managing the various systems (CRS, PMS, RMS, third party extranets, etc.) but in synthesizing data and making sound business decisions to positively affect results. The challenge becomes shifting the role of revenue manager to one of an influencer and decision maker. This is not to downplay the role of the General Manager or Director of Sales in the process, or to wrestle "control" away from other leaders, but to add a level of expertise and specific viewpoint on maximizing revenue potential as well as nourishing a revenue management culture. This article highlights some steps that can be taken to elevate the role of revenue management and that of the RM, from the perspective of the RM, DOS, and GM. Get the full story at HSMAI