Business & Startups

What Is RevOps?

RevOps vs. Sales Ops and Marketing Ops

Explaining what revenue operations is not can help explain more about what it actually is. RevOps is not:

  • sales operations;
  • customer success operations,
  • marketing operations; or
  • finance operations.
RevOps vs sales and marketing ops

Now, there are a lot of elements of those specific ops functions that can be part of RevOps, and oftentimes RevOps people are well-versed in those topics. But RevOps is very much focused on the entire buyers’ journey and the entire revenue process, whereas you traditionally see sales ops and customer success ops roles focus more internally. For example, sales ops is going to be really focused on things like commissions.

There are, however, a lot of similarities between marketing ops and RevOps. Marketing ops is the operational arm that actually designs and executes how you communicate with your customers from a strategic perspective, and RevOps often does that as well.

Core RevOps Tools

Key revenue operations technologies include:

  • customer relationship management (CRM) systems;
  • marketing automation platforms; and
  • revenue engagement tools.

CRM, marketing automation and revenue engagement play important roles in GTM, but they can easily bog down businesses that don’t have the expertise to use them properly. RevOps takes away this stress from sales, marketing and customer success teams so they can focus on their areas of strength.

Benefits of Revenue Operations

RevOps can help businesses:

  • reduce technical debt;
  • increase revenue and decrease costs; and
  • improve internal processes.

Reduce Technical Debt

A question we get asked a lot is, “When should my company start thinking about RevOps?” Our first answer is, yesterday. Our second answer is, right now.

Businesses naturally acquire technology before acquiring the people with the expertise to fully take advantage of it. This is perfectly normal, but things can start to go wrong when there’s no plan in place to either hire those people eventually or engage with a company who can help advise and manage that tech.

When you don’t take the time to design your key systems with a clear vision on how they will be used by their teams, or what data they will need to store, or how to surface that data properly, it ends up leading to poor execution. This can have a compounding effect and increase your technical debt over time.

Increase Revenue and Decrease Costs

Going back to our earlier point about buyer-centricity, one of the ways that we often illustrate that is by saying this: You don’t want to be shipping your org chart.

What that means is, your buyer doesn’t care who the director is, or whose territory it is, or what the lead is attributed to. What they care about is that you’re able to solve their problem or give them an opportunity to generate more revenue or drive more growth.

RevOps enables businesses to start making decisions that orient themselves around meeting buyers’ needs, solving buyers’ problems and creating a smooth, logical journey for them to go through from start to finish. And when you do that, you not only directly contribute to increased revenue, but you also increase the odds that you’re not going to overspend on poor leads.

Improve Internal Processes

Sales stages are not a to-do list, although we see a lot of organizations treat them this way. Send documents, send follow-up, update field. Those stages don’t matter to the buyer. What matters is what they’re going through.

When you align your GTM processes with what the buyer is thinking, you can create sales stages that provide value throughout the journey. And this value is compounding, for both the buyer and for you.

Every time you get a little bit further in that process, you’re learning something. You’re learning that buyers of your product resonate with X, or they don’t resonate with Y. And as you learn more and more, you get really good at aligning yourself with what that particular buyer experience is, and that’s what really starts to drive things forward.

To learn more about what revenue operations is, watch our video on Fuel.

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