Nowadays, the “Ops” is ultimately proving to be both operations and optimization. And what B2B doesn’t want revenue optimization?
At its core, RevOps is creating a process that points your sales, marketing, and customer success or support teams toward the common growth goal. Think of RevOps as the bridge connecting these teams where the data streams are finally flowing into that one big revenue driver. It’s documenting your growth goal, aligning your teams on the strategies to support it, and creating transparency with regular reporting.
So, is your organization in need of RevOps? Of course.
But don’t take my word for it. There are signs all around. You might have a handle on some of these, but if you want true revenue optimization, it’s time to tackle these signs with a comprehensive Revenue Operations strategy.
OK, so this is a given. But it does need to be said first and foremost. Whether sales have slowed, stalled, or just aren’t where they should be, monitoring this progress will take a dedicated eye.
Additionally, organizations looking to scale up must take this approach for a clear path forward. Having a RevOps strategy ensures that marketing, sales, and customer support are effectively and efficiently moving in the same direction toward the same goal. Internal processes are honed to maximize results — people, processes, and profits.
When did your marketing, sales, and customer success/support team last meet to discuss a campaign? Ever? Are they even on the same page with basic messaging?
Over the years, we have talked a lot about bridging the gap between marketing and sales, but ultimately communication is only the first step toward removing silos. Shared priorities with a documented strategy mean everyone is speaking in the same language about the same goal. Conversations become a one-way street toward revenue.
In fact, according to LXA, companies with strong alignment achieve a 20% annual growth rate, while those with poor alignment experience a 4% revenue decline. So ultimately, if your marketing, sales, and customer support/process seem like they are on different paths, a well-defined RevOps strategy allows them to become an integral part of the same team.
So, now you have your teams aligned, but are they efficient? They are moving in the same direction, but are they doing the right things to get there? After all, wasted time and sullied processes directly impact your revenue.
By having the teams focused on the same KPIs and metrics, attention turns to mapping out how to get there. Improvement takes time, analysis, and adjustments, but ultimately, through a consistent feedback loop, the processes are optimized, where growth starts to take place and build momentum. Inefficient business strategies are replaced. Responsiveness becomes accelerated. Redundancies become eliminated.
It’s all about creating that well-oiled machine we so often hear about.
Are you doing an annual audit to know what technologies you are paying for? Are you using the right tools, too many tools, not enough tools? Who knows?
For most organizations, there is a big chance you are paying for technology that you aren’t effectively using or using at all. A RevOps strategy will help maximize usage and drive the adoption of the right platforms, all while streamlining the number of tools you use. This, of course, will lower costs while optimizing your tech stack, putting your teams in a better position to make better data-driven decisions to benefit the whole organization instead of just one department.
What is the single source of truth for your organization? And when it comes to data, just how truthful is it for your organization?
Now that you have your tech stack in place, it’s important to make sure systems are correctly integrated and feeding into each other. Just like your teams must be aligned, your technology should also be. These integrated tools should help better manage, report, and bring transparency into your unified process.
But part of any conversation around integrations must turn to data integrity as well. Any one feed can skew your insights and guide an organization down the wrong path. A solid RevOps strategy should include a regular review and analysis of your data streams. Ultimately, no organization wants to face a completely preventable “garbage in/garbage out” experience.
Let’s be clear: revving up for a RevOps approach in your organization isn’t easy. Whether a B2B enterprise with an entire team or a growing SMB just getting started, RevOps is a significant shift in mindsets and processes.
However, by developing a documented, workable RevOps strategy, your organization will be better positioned to be aligned on a common goal and, most importantly, ready to strategically optimize revenue for your organization as it scales.