RevOps (short for Revenue Operations) is the latest buzzword every sales, leadership and marketing blog is talking about. To create a RevOps team, a company has to remove any operational silos that currently exist in individual departments to make way for a centralised team dedicated to operational efficiency.
Although it sounds difficult to achieve, there are plenty of reasons why you should consider switching to a more streamlined operational approach. These include:
- Drives growth and saves time
- More robust, consistent tech stack
- Happier customers, clearer expectations
- More streamlined sales
- Promotes predictable revenue
- Positions you as a forward-thinking organisation
1. Drives growth and saves time
Removing the silo mentality from your organisation yields many surprising benefits. Firstly, it encourages growth by empowering individuals to make widespread changes to tool stacks, processes and projects. Secondly, it saves time by setting the same rules for everyone.
With a dedicated operations team, it doesn’t take months to fix an efficiency problem, days to transfer data or hours to decode a conversation.
Instead, RevOps teams make company-wide decisions on behalf of every department giving everyone more time to tackle their workload.
2. More robust, consistent tech stack
Creating a robust, consistent tech stack makes sense from every angle.
It enables quicker, clearer team handovers. It creates a more convenient, consistent customer experience. It’s kinder to an organisation’s operational budget.
RevOps teams make sure all departments use the same programmes to gather data, organise workflows and communicate. All while conducting more in-depth competitor research, challenging software functionality and periodically reviewing the market to search for a better deal.
3. Happier customers, clearer expectations
A more harmonious marketing and sales relationship benefits both internal and external affairs. For customers, their experience is enhanced by having clear, consistent interaction across each stage of their buyer’s journey.
Plus, staff are better equipped to help customers. Customer success teams are suddenly able to answer questions they may never have known using traditional operational methods and sales teams can improve pitches with quick data retrieval. All in all, this helps to set realistic expectations from the outset. As a result, customers are happier, eager to return and recommend to others.
4. More streamlined sales
As sales and marketing become ever more intertwined, the sales process becomes increasingly streamlined.
Using intelligence from marketers and vice versa, sales managers can continually improve and expand the buyer personas that sales executives lean on during sales calls. Personas become rich with detail, honing in on key objections, motivations and pain points. Ultimately, persona packs evolve to include sub-personas and secondary sales tactics.
The sales process becomes streamlined, yet it also becomes more intelligent. With this newfound knowledge, sales can quickly identify between an SQL and an MQL building effective ways to cater to each audience.
5. Promotes predictable revenue
It’s in the name: Revenue operations. Building a centralised team is all about controlling, measuring and automating revenue so you don’t have to leave business success to chance.
From deciding performance metrics to ironing out processes, RevOps teams can keep a close eye on capacity, the sales pipeline and its performance.
Using a RevOps team in this instance removes petty competition and demerits single person credit. In reality, it doesn’t matter who's responsible for an increase in revenue or a surge in lead, it’s just important that it happens. RevOps teams understand this, humbly working to create a predictable revenue stream and align teams to aim for the same end goal.
6. Positions you as a forward-thinking organisation
For all its efficiency, communication and monetary benefits, RevOps also has more superficial rewards.
Right now, RevOps is rising in popularity, being rolled out by new organisations and adopted by established firms. People are starting to see its strategic value by taking the plunge as others curiously watch from the sidelines.
Adopting a RevOps approach early on positions you as a forward-thinking organisation that’s not afraid to take risks or rock the boat to make obvious improvements. So, while RevOps protects revenue as its primary function, it also commands respect, proving to be somewhat of a superpower for those trying to reinvent their image, polish their reputation and gain a competitive advantage.
Make RevOps your reality
Switching from operational silos to a single, overarching team is simpler than it sounds. Sure, there will be a shift in your organisation’s structure and some physical changes to make. But much of the initial transition relies on getting buy-in from your entire team.
First, you’ll need to:
- Align incentives to find common ground, cut internal competition and spark lasting interest in operational change
- Agree on a tech stack that works for every team, in every scenario while enhancing and never inhibiting the customer’s experience
- Get everyone involved including marketing, sales, customer success and leadership teams
So long as people are willing to adapt and be optimistic about operational change, the rest is easy. To better understand RevOps and take the final few steps to operational freedom, read our playbook So...you want to get started with RevOps.
In it, you’ll find information about what RevOps is, who should adopt it and when, as well as a step-by-step implementation guide. Click the button below to download the playbook today and get access to the tactics.