Your In-Depth Introduction to RevOps
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, what has fueled its meteoric rise, and what you can expect from your own journey to RevOps.
While there are some variations of the definition of revenue operations, the core of it is undisputed: Revenue Operations is a methodology that calls for the unification of the go-to-market ops functions into one RevOps team. This team drives strategy for the business, prioritizing initiatives that will improve the buying experience and increase revenue.
Before revenue operations, teams were largely governed by the agendas of their respective department heads. Instead of looking at the business holistically and prioritizing work that would actually improve the buying experience and impact revenue, they were focused on team-based KPIs that often didn’t reflect the true needs of the business.
Those inconsistent incentives, coupled with the fact that teams weren’t effectively working cross-functionally, resulted in a customer experience full of gaps that negatively impacted LTV and overall revenue.
The RevOps Roadmap
One key function of a RevOps team is to create an operational roadmap that will drive growth by closing costly gaps throughout the buyer journey. The RevOps team should be consistently analyzing your pipeline and performing durability tests in order to identify existing gaps and determine their impact. From there, you can prioritize the highest-impact gaps and plan work to close them.
As your RevOps function matures and becomes more intentional, you’ll be able to map most of your operations initiatives back to the gaps that made them necessary. You’ll also have a much clearer picture of the impact of the work your teams are doing, as well as an ability to validate and explore suspected problem spaces in the future.
Below is an example of a prioritized roadmap, with work categorized by theme.
The Capabilities of Revenue Operations
A solid, well-functioning RevOps team has four core capabilities: Strategy, Tools, Enablement, and Insights. Everyone on the team should have experience in two or more of those skills–generalists get more done.
By operating across all these key areas of the business, your RevOps team is able to drive a more holistic strategy–one that’s aligned to your big-picture revenue goals.
The Value of Revenue Operations
The revenue operations methodology is all about consistently and intentionally improving the experience you’re delivering to your customers. Customer lifecycle data can be easily shared between teams and used to help personalize the journey , which will mean higher LTV per customer.
Through proactive and retroactive gap-identification, 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.
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