In our experience, efforts to align marketing and sales have been around for some time. However, this integration alone is no longer synonymous with growth and profitability. Increasingly, support, service, or customer success areas need to be on the same integration path. Only then will your company be even more successful.
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RevOps: What are a company's 'revenue operations'?
Within a company, Revenue Operations (known as RevOps) is responsible for aligning the processes, responsibilities, and operations activities that support the sales, marketing, and customer service departments . In theory, they should prioritize delivering amazing experiences for their customers.
The concept is relatively new, but many companies are france companies email list quickly. According to the B2B Revenue Trends In 2020 study by Lean Data, 58% of companies have already adopted or are in the process of implementing dedicated RevOps teams. Of these, 63% have up to 6 professionals involved (State of Revenue Operations 2022, Open Prise). Furthermore, in 2018, Director of Revenue Operations positions surpassed Director of Sales Operations by 68% on LinkedIn.
While the goals and tactics of a company working in Revenue Operations may vary depending on its objectives and needs , here are some of the key metrics that help measure the success of RevOps operations:
Annual Recurring Revenue
Customer Lifetime Value (LTV)
Customer Turnover Rate
Sales Cycle
Win rate
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Why are Revenue Operations becoming increasingly important?
The goal of RevOps is to ensure accountability and synchronicity between the goals and activities of the areas responsible for generating revenue for the company, which typically occurs between sales, marketing, and customer service.
Social Media - RevOps March
Alignment between these business units (if we can call it that) is very important for B2B companies. Across all segments, consistent revenue growth is a challenge for 78% of B2B companies. A well-executed Revenue Operations strategy can help (and a lot) in generating recurring and sustainable revenue.
We must be very careful not to mix up or confuse marketing and sales integration with Revenue Operations. There are many differences, let's take a look at them:
How Revenue Operations Impact Sales and Marketing
Essentially, sales and marketing alignment comes down to communication between the different areas. When marketing and sales have a clear alignment of work and fluid communication driven by complementary efforts, much of the business's success is guaranteed.
It is also worth highlighting here the importance of having a good SLA and detailed integration between processes, goals, indicators and responsibilities , which always aims to send correct marketing leads at the ideal time to the sales team - and vice versa, that is, the return of unqualified leads to sales.
<H2> There's something missing there, isn't there?
In the LeanData State of Revenue Operations report, it is clear that:
95% of B2B companies agree that delivering a positive, consistent and continuous experience across the entire customer lifecycle – before, during and after the sale – is key to increasing revenue.
This means that delivering a good and complete customer experience is essential, and the customer service area is co-responsible for this delivery within the strategy. In other words, your company needs to operate on a business model based on the Flywheel .
HubSpot Flywheel and Hook
According to the SiriusDecisions study , the biggest areas of misalignment are between sales and customer service . There is also a lack of connection between marketing and customer service. This shows a disconnect between how companies need to operate to keep their customers happy and how they are currently operating.
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There is a huge gap, which causes friction, lost money and, most importantly, a direct impact on the customer experience.
via GIPHY
RevOps efforts integrate these areas and provide effective support and advocacy for the adoption of unique and integrated processes in the same direction. While sales and marketing alignment focuses on the communication required to attract and convert customers, revenue operations focuses on optimizing the entire customer lifecycle to increase revenue potential.
Implementing a Revenue Operations strategy can be an effective way to ensure that a company’s customer lifecycle is optimized to the maximum.