Particularly in the SaaS industry, there’s always a lot of talk about “the future of” various things. We’ve seen it with remote work, AI, and pretty much every revenue-generating role in a business. As it happens, we’ve also been asked several times to talk about what we see as the future of revenue operations, which is why we jumped at the chance to partner with HubSpot and RevOps Squared on the just-released report, Revenue Operations by the Numbers.

 

There are a lot of great reports out there that provide a window into the current state of Revenue Operations in the B2B SaaS industry. They tend to collect data from leaders and operators at leading companies—unicorns in hypergrowth and those already well on their way. But what about the smaller, early-stage companies who are seeing the value of RevOps and figuring out how to leverage it within the context of their business right now?

Revenue Operations Today

 


Over just the past year or so, the sheer volume of RevOps messaging has exploded. As more and more B2B leaders gain a deeper understanding of how the methodology fits into their businesses, they’re able to share their challenges, wins, and perspectives on what it takes to make the transition to Revenue Operations.

This increase in messaging and content has a way of making it seem like absolutely everyone is out there doing RevOps. However, that’s not exactly true.

A significant majority of those who participated in our research (67%) indicated that their company does not currently have a Revenue Operations function. When asked if they had plans to build one, 42% said ‘no.’

Is this because RevOps doesn’t work? No. We know it does.

However, we also know that to be successful, the function needs to work for the inflection point. Silos form as companies grow, so it makes sense that those in the seed/series A stage aren’t feeling the same pains as a company in series C or D.

 For those smaller companies, RevOps doesn’t look like a whole designated team and a company reorg. Instead, it’s about applying the frameworks and concepts that make RevOps so impactful to their current business. That way, as they scale, they will be equipped to handle those inevitable growing pains and will have a strong foundation for a more robust RevOps function in the future. 

 

RevOps, Undecided

When asked if they were planning to implement RevOps in 2021, 28% of respondents were undecided. While that may seem like RSVPing ‘maybe’ to a party (remember parties?), it indicates something interesting to us here.

 

While we’re not mind readers, we can apply our experience working with SaaS companies of various sizes, at various stages, and point out a couple possible reasons for this response.

1. Trouble Defining Revenue-Based Goals

 

One thing we do with all our customers before we start any hand-on-keyboard work is identify the gaps in their buyer journey. We do this by using our 3VC framework to analyze their pipeline for negative trends and by doing durability tests to find gaps before they show up as trends. 

Once we have that initial list of gaps, we are able to create a roadmap that prioritizes the highest impact work. That roadmap becomes an invaluable tool for operational planning and setting goals that are revenue-based and centered around the customer experience. 

 2. Uncertainty Around RevOps as a Function

As we mentioned above, RevOps looks different for pretty much every company. It’s not about who rolls up to whom or whether you even have a designated team. The value of RevOps is in transforming the way operators look at the buyer journey and increasing the LTV of their customers by improving that journey.