In practice, revenue operations (or RevOps) aligns marketing, sales, and customer success teams through the customer lifecycle in order to drive revenue growth. It’s about the technology, processes and strategy of creating a revenue machine.
Traditionally, each department within a business has its own operating function and they each report to the head of their division. This means sales operations report to the Head of Sales, marketing operations report to the Head of Marketing, and so on. Each team has their own set of goals, tools and priorities and, for the most part, it works. The challenge with this way of working is that each division is separated. The goals and priorities are all different and this makes coordination and alignment a lot harder to implement. The incremental improvements are falling through the gaps.
Through better collaboration and visibility, RevOps provides focus on closing gaps in the customer lifecycle through improved operational efficiency. These gaps span across people, data, processes, technology, and team accountability.
Since 2019, there’s been a 300% increase in RevOps-related roles on LinkedIn. In addition, we’ve seen a 57% increase in companies implementing RevOps strategies or building RevOps teams.
Here are some additional statistics that speak to its impact:
Marketing ops, sales ops, and go-to-market teams may already have an operations person assigned to their specific silo, and the results for the business may already be satisfactory. So, why bring all of these teams together?
Now, picture an orchestra. When you start to think about what makes a good RevOps function in a business, think of it like building an orchestra from scratch. The end goal is to get everyone to play their part of the same song, at the same time.
So, how do we get to this state of optimal growth?
We will work with you to understand the entirety of your customer journey and ensure that all aspects of your business are aligned and pointed in one direction, revenue growth.
Short answer, It’s not easy and requires an in-depth examination of your entire business focussing on what is working effectively, what is just barely working, and what is not working at all.
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