Sales operations supports sales teams. Marketing operations supports marketing teams. But who's looking across all customer-facing teams to make sure processes are smooth? That's where revenue operations (RevOps) comes in. RevOps is an iterative discipline that works to align customer-facing teams through process improvements.
This involves reviewing how tools and teams work together. It includes, but isn't limited to:
RevOps is an extension of other operations teams, not a replacement. Sales ops reports into the sales department, and focuses on their challenges. Marketing ops focuses on the challenges of the marketing department. RevOps looks to coordinate work done by other operations teams and ensure that they're aligned. This includes the different categories outlined below:
|Marketing teams||Sales teams||Support/service teams|
|Marketing operations||Sales operations||Support operations|
Support processes that cut across teams, such as lead handoff, sales and marketing SLAs, ABM orchestration, onboarding/handoff, additional team integration, target account support, cross-departmental reporting, full-funnel and attribution reporting, upsell sales motions, land and expand sales motions, lead passbacks from sales to marketing, platform support, integration support, data maintenance and governance, back office integration support, and more.
Marketing departments are generally focused on executing campaigns and discrete ongoing programs. If robust reporting capabilities aren’t in place, the results of these efforts may be poorly understood by other teams, making it challenging to see marketing’s contribution to the revenue process. A RevOps team can partner with marketing to ensure that its results are properly captured and that the necessary actions (such as lead assignment) all happen as intended.
Marketing Operations are focused on the specific needs of the marketing department, which can often include automation, integration, reporting, and tracking needs. Revenue Operations can be focused on the ways marketing intersects with other departments, such as sales and marketing alignment, handoffs, customer marketing, cross-departmental marketing and back office integrations.
Sales departments are focused on closing new business, but often have integration and optimization needs around their platforms that are beyond the bandwidth of the internal sales ops team. For teams without an internal sales operations role, there can also be reporting, data integrity, governance, and permissions needs, among others.
An internal sales operations team often supports the sales team for its primary operations needs, such as reporting, data requirements, integration and automations. A Revenue Operations role can be more focused on integrating sales within marketing and support to ensure that marketing gets the right feedback on lead quality, and that support is set up for success based on what’s captured in the sales process. If possible, sales should be generating a lot of data for both teams.
Customer support teams may need help automating assignment logic and ensuring that the proper routing is in place so that customers are getting the appropriate level of support, and so that the support team is operating at optimal efficiency. This can extend to SLA development, implementation, and reporting. Additionally, RevOps can help identify, create, or maintain necessary support resources, such as a customer knowledge base.
If there’s an internal support operations team, they’re often focused on the primary requirements for the support team. A Revenue Operations team is able to look at how the support function should be feeding the entire revenue department. This can include incorporating cross-departmental reporting, monitoring and improving the new client handoff process, building out an onboarding process that is automatically driven by sales, integrating support resource forecasting into sales forecasts, and more.
The best candidates for our RevOps services are midsize to large companies with aggressive growth goals. If you have multiple teams and no one responsible for all of them, it can be difficult to coordinate processes, adding friction to a contact’s experience of working with your company. A revops function responsible for the whole customer lifecycle can help keep teams at rapidly-growing companies from becoming siloed.
Our revenue operations services are for teams that need strategic support on how to maximize their platforms to hit their KPIs. Whether you’re adjusting to a growing team, evaluating your current tech stack, or need support on HubSpot so your teams can stay focused on what they do best, RevOps may be what you need to make progress toward your revenue goals.
RevOps is an ongoing discipline, whether it’s being handled internally or externally. We structure our engagements around roadmaps and backlogs. The roadmap is where we map out target initiatives for up to a quarter at a time, and the backlog is where we keep track of future improvements that we want to pursue.
To start, we will work with you to identify points of friction in your existing processes. These may come from an existing internal list of problems your teams are looking to solve, but if you’re unsure of which specific issues you need solved initially, we are able to perform an initial audit to identify a starting list of backlog items. From there, we’ll work with your teams to prioritize these so that the highest-impact solutions are handled first.
Once we’ve identified a point of friction to solve, we’ll assess the impact of the problem, and also understand who is impacted by the issue. These are the people who will need to be consulted on a proposed fix, and they can also help us understand the importance of it.
After we fully understand a problem, this is when the solutions phase begins. We’ll propose a fix for the chosen process and share with the stakeholders, who can share any relevant feedback that might affect the outcome of this proposed solution.
After we’ve gotten buy-in on the proposed fix, we’ll move forward with actually staging a fix, testing it, and eventually taking it live.