An Intro to Revenue Operations
For the Love of SaaS
If you’re new (or new-ish) to the world of RevOps, consider this your introduction. In this post, we’ll talk about exactly what revenue operations is and why it’s fast becoming the way B2B SaaS companies operate.
Before revenue operations, ops teams were siloed and governed by their respective department heads. This means that instead of prioritizing the work that would most impact revenue, they were focused on the respective priorities of the heads of marketing, sales, and customer success.
This not only causes internal friction, but it also shows up in the customer experience.
Here’s how we define revenue operations: A methodology for operating businesses that merges marketing, sales, and customer success operations into one strategic team. The function of this new team (the RevOps team) is to align the revenue engine around the goal of identifying and closing gaps in the customer experience.
A RevOps Roadmap
The RevOps team should create an operational roadmap that will drive growth based on gaps along the customer journey. To find those gaps, analyze your pipeline to see where you are underperforming, then prioritize, plan, and execute initiatives to close them.
As your revenue operations function matures and becomes more intentional, more and more of the gaps being addressed will be customer-based.
Below is an example of a prioritized roadmap, with work categorized by theme.
The Skills of Revenue Operations
A solid, well-functioning RevOps team has four core skills: Strategy, Tools, Enablement, and Insights. Everyone on the team should have experience in two or more of those skills–generalists get more done.
The logic behind revenue operations is actually pretty straightforward: When individual teams within your company are siloed, they’re all working towards separate goals, instead of measuring their successes against metrics that impact the growth of the company as a whole.
The Value of Revenue Operations
Revenue operations allows you to consistently improve the experience you’re delivering to your customers. Useful data throughout the customer lifecycle can be easily shared between teams and used to help personalize the journey and generate more revenue.
Through proactive and retroactive gap-finding, your team will always know what work needs to be done and how to prioritize the highest-impact gaps.
Taking a holistic approach to problem-solving is really the only way forward, especially for fast-growing companies. Silos inhibit growth, making them a kiss of death for SaaS companies.
Interested in diving deeper?