The Levels of RevOps Intentionality
An intentional revenue operations organization prioritizes work based on gaps they’ve identified. These can be intuition-based, experience-based, or customer-based:
However, this isn’t something that happens overnight. From the moment a team starts examining their buyer experience holistically and speaking the RevOps language, there is progress being made. A team that knows their operational initiatives are most intuition-based and has the desire to be more customer-focused is already maturing.
The Impact of RevOps Comes in Layers
As your RevOps function matures, you can work on fixing internal gaps, too. This includes things like org restructuring, optimizing meeting styles to increase efficiency, and improving cross-functional collaboration.
This internal work on your organization happens alongside the customer-based operational work, strengthening your team’s ability to create the seamless buying experience necessary to increase the LTV of your customers.
A Real-World RevOps Analogy
If something happens along the way that adds friction to that buying experience, you might head to the checkout line earlier than you would have otherwise. Sure, you’ll still spend some money on whatever is already in your cart, but whatever you would have spent if you’d made it all the way through the store is left on the table.
When companies don’t think they need RevOps because they’re already making money, it’s usually because they don’t realize that they’re missing out on substantial increases in LTV—just like the cashiers at the metaphorical Target have no idea whether what they’re ringing up isn’t as much as it could have been.
Measuring RevOps Progress
The four core capabilities of RevOps—strategy, tools, enablement, and insights—are comprised of many individual skills that allow us as operators to perform key functions like durability testing, 3VC analysis, and roadmapping.