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Revenue growth was once only a top concern of business leaders with individual business units focused on channel performance and metrics. This isolation has historically limited growth for many organizations and in 2021, Forrester uncovered that many teams were exploring different ways to approach revenue operations across all teams.

Enter the growth of revenue operations.

So, what is Revenue Operations?

Revenue operations (RevOps) weaves together sales, marketing, and service teams and aligns them to revenue streams. This unified approach offers a comprehensive view for management and stakeholders while ensuring seamless day-to-day operations in each department. 

rev ops with sales marketing and customer serviceHow RevOps Can Drive Growth

Organizations that are operating in silos face a tough uphill battle when trying to hit growth goals. By aligning and focusing on shared goals and processes, RevOps give B2B teams the ability to achieve a more predictable pipeline. 

B2B tech companies with better alignment across go-to-market (GTM) business units experience 19% faster growth and a 15% boost in profits.

Here’s how.

RevOps creates alignment between GTM teams

It’s no secret that many GTM teams are operating independently from each other. LinkedIn recently surveyed B2B professionals to measure the gap across sales and marketing teams and what they reported is that the average alignment across these units is 16%.

If you felt that gut punch, you’re not alone. 

Besides a misunderstanding across teams, a lot of the reasons why silos exist is due to the systems and how data is shared across teams.

RevOps aims to push that number up by creating shared objectives, processes, and definitions across the entire GTM team. The best way to do this is by involving all relevant stakeholders in the strategic planning process when determine what KPIs and outcomes you need to focus on to reach your revenue goals.

RevOps leverages data & sets realistic goals

It’s a lot easier to make your case when you base your decisions on data rather than intuition. But if metrics and definitions are not common knowledge or easily understood across business units, you’ll be stuck trying to make your case until your face turns blue.

To that point, here are some hard numbers:

  • 47% of organizations have separate funnels for sales and marketing (Data Source: Gartner)
  • 50% of organizations say one of the biggest challenges facing GTM alignment is a lack of accurate or complete data (Data Source: InsideView)

RevOps aims to align sales, marketing, and customer success teams to a shared goal based on agreed upon data, metrics, and definitions. This means consolidating your existing data from all the departments into a singular view to give a more holistic view of the true customer journey and what drives it.

RevOps consolidates & streamlines your tech

Besides not aligning across business units, tech stacks can wreak havoc on revenue generation.

According to a recent Optimizely Survey, 72% of marketing leaders acknowledge that their tech stacks don’t function as seamlessly as they should. Not only is this alarming to your sales and marketing budgets but it further creates a wedge between the GTM team.

So why is this number so high?

  • 43% of companies site that leaders (or teams) are unwilling to adapt to new technologies
  • 39% is due to disrupted rollouts

This is especially common in growth-stage companies who often have high turn-over in leadership and, as a result, experience instability in their processes and tech stacks.

Revenue leaders need to focus on technology that has a clear-cut path to revenue, which should align to their customer journey. The right set of tools can help you drive your team’s productivity and help with achieving overall efficiency. 

RevOps can ensure that these technologies are optimized, integrated, and rolled out appropriately across the entire GTM team.

RevOps develops a culture of continuous improvement

At its core, RevOps is focused on creating efficiencies through being dynamic and data driven. This creates a perfect environment for identifying areas of improvement both from an internal function as well as determining revenue drivers.

Since RevOps leaders own the processes and technologies, including the adoption and usage, it creates a perfect opportunity for determining what to do next.

From implementation to execution, RevOps helps identify which teams and processes require additional training. This applies to both new technologies and existing technologies as they roll out new product features.

In addition to usage, RevOps enables leaders to review and refine strategies based on revenue performance data (KPIs) and feedback from a single source of truth. This creates agility within GTM organizations and helps drive growth.

Is Investing in RevOps Right for You?

If you’re part of the 84% of B2B organizations that are experiencing misalignment and it’s effecting your ability to hit revenue goals, now may be the time to jump into revenue operations.

This can show up in many ways within your organization including:

  • A lack of transparency, accountability, and predictability across GTM teams
  • No shared revenue targets across sales and marketing
  • Misalignment on key objectives and metrics
  • Prevalence of ‘finger pointing’ and mistrust, especially between sales and marketing (hint: if you’re looking at “inbound” vs. “outbound” leads, this means you)

RevOps Implementation: What to Avoid

Revenue operations is complex. Not just because it requires a deep knowledge of the technological landscape but because it needs to be able to align those processes and technologies to revenue in a way that is actionable. 

The most common hurdles include:

  • Poor-quality training resulting in lack of adoption and misuse
  • Choosing lower-tier technologies for the cost but not adjusting your strategy or expectations based on its capabilities
  • Applying a one-size-fits-all revenue operations framework
  • Not defining clear roles and responsibilities across GTM teams

Revenue Operations Support

Ready to make the shift towards a revenue-focused organization? RenderTribe’s full stack RevOps team works with B2B companies to help establish and optimize revenue operations frameworks. 

Let’s talk RevOps.

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