Revenue Operations or RevOps is a new term that many business owners still struggle to understand. Without the right knowledge of what RevOps is and how it relates to its more familiar counterparts, Sales operations, and marketing operations, implementing it into your business will be challenging. 

In today’s article, we will define the three terms to help you clearly understand the meaning of each and how they are related. We shall also share what RevOps means for the future of business and why it is essential to implement it into your business. 

What is Revenue Operations?

Revenue Operations or RevOps refers to the business function that aims to maximize the organization’s revenue potential by aligning sales, marketing, and services operations. The goal of RevOps is to integrate the rest of the business functions to have a seamless connection between them. 

If well implemented, the impact of RevOps will be felt both internally (by the employees and other internal stakeholders) and externally (by the customers). When Sales operations, marketing operations, and your services department work as a team, your customers will get a much better experience, leading to more sales and revenue. That is what RevOps is all about – to create an integration between all customer-facing business functions. 

What is Sales Operations? 

Sales Operations or SalesOps refers to a business function that optimizes systems, technologies, and infrastructure that helps the sales team sell more effectively and efficiently. With SalesOps, the organization needs to ensure the Sales team has all the necessary tools to implement the day-to-day sales tasks seamlessly. 

Your team will need tools to effectively track all the sales activities and data about the various customers. Some of the tools required to implement an effective SalesOps strategy include; CRM, Automation, Data Analytics, Contract Management Forms and Templates, Client Engagement, and Outreach. Most of the time, one giant software will have all these tools integrated into one. 

What is Marketing Operations?

Marketing Operations is a business function that describes the people, processes, and technologies that empower an organization’s marketing strategy. In summary, Marketing Ops focuses on making your marketing team more efficient and effective. Some of the typical activities under Marketing Ops include email operations, systems analysis, customer data and marketing, user operations, and lead rotation.

So, the organization needs to build a team and give them all the necessary tools to implement these activities effectively. The marketing Ops team is focused more on making the customers know about your organization, why it exists, and what it offers in the market that is different from everyone else. 

How do Marketing, Sales, and Revenue Operations differ? 

As we have seen above, Marketing and Sales Ops focus on improving the efficiency of marketing and sales teams, respectively. The goal of marketing and sales Ops is to put together the right team and give them the tools they need to do their job effectively. However, there is a problem with this approach. When marketing and Sales work in isolation, a gap is created, which in the end leads to worse customer experience and a drop in revenue.

With RevOps, marketing, sales, and service operations work as one to create a better customer experience, hence leading to more revenue. RevOps eliminates the friction between marketing and sales. So, the thinking of “sales department need this software” or “marketing needs this data” doesn’t work with RevOps. With RevOps, solutions are integrated to ensure all departments benefit. 

Why RevOps is important

• More efficiency in all departments 

When Sales and marketing operations are in harmony, everyone in these departments will become more efficient at what they do. With RevOps, the tools and technologies chosen should work for both teams to enhance the seamless integration of data from both ends. That means sales teams can know what’s happening on the marketing side because it will affect some of the decisions they make. 

The need for an effective RevOps is even more necessary today than ever before due to the covid19 pandemic that has forced many organizations to embrace the culture of remote working. So, using tools and technologies that integrate sales and marketing operations is necessary to ensure seamless communication. 

• Reduced costs

One of the benefits of implementing RevOps is the reduction in costs. When marketing and sales teams are well integrated, they share technologies and all the other tools they need to do the work. In the end, this will reduce the costs of operations in both departments than when each of them works in isolation. 

• Better customer experience

With RevOps, all customer data is in one place and can be accessed by anyone in sales, marketing, or services. So, if a customer sends a message inquiring about something or places an order for a product, the response from the team responsible is always faster since they already have prior knowledge about him. 

• More revenue

The end goal of RevOps is always to boost the organization’s revenue. When sales, marketing, and services teams are well integrated, customers get the best experience which encourages them to support the business more. 

Conclusion 

RevOps has many benefits when well implemented. For the best results, any business needs to have someone to act as a RevOps admin. Their primary role is to oversee all operations in various departments and create better solutions for integrating them. This person needs to have a good understanding of the business and how things technically work across the entire organization.