Before RevOps
Marketing Ops | Sales Ops | Customer Service Ops |
Data | Data | Data |
Technology | Technology | Technology |
Process | Process | Process |
And the issue isn’t just the siloing of data. It also creates at least three clear friction points for the customer as they pass from one function to the other as they move through the sales process.Historically, most organizations separate their Marketing, Sales, and Customer Success departments as per the diagram above. But as you can see, this often leads to siloed data sets, tech stacks, and processes. You must begin breaking down these silos for the benefit of your company and your customers.
Now let’s explore the same journey from a RevOps position:
After RevOps
Marketing Ops | Sales Ops | Customer Service Ops |
RevOps | ||
Data | ||
Technology | ||
Process | ||
As you can see, once RevOps is at play in the go-to-market arm of a business, it’s easier to recognize sales, marketing, and customer success as a single function with a clear alignment between data, technology, and processes.
Existing Roles and Responsibilities
VP MARKETING | VP SALES | VP CUSTOMER SUCCESS | |||
Demand Gen | Marketing Ops | Sales Staff | Sales Ops | Customer Support | Customer Ops |
Product Marketing | Marketing Tools | Sales Process Management | Sales Tools | Customer Success Managers | Customer Tools |
Corp Comms | Business Analyst | Lead Management | Sales Enablement | Professional services | Customer Marketing |
Now let’s see how Marketing, Sales & Customer Service can be better connected through RevOps.
RevOps Model
VP MARKETING | VP SALES | VP CUSTOMER SUCCESS | |||
Demand Gen | Marketing Ops | Sales Staff | Sales Ops | Customer Support | Customer Ops |
Product Marketing | Marketing Tools | Sales Process Management | Sales Tools | Customer Success Managers | Customer Tools |
Corp Comms | Business Analyst | Lead Management | Sales Enablement | Professional services | Customer Marketing |
VP RevOps | |||||
Operations Alignment | Customer Journey Alignment | Tool Alignment | Data Alignment | Insights Management | Unified reporting |
It’s important to note RevOps doesn’t sit above or below the existing VPs of Sales, Marketing, or Customer Success. The role acts as a unifying entity to ensure the tools and processes of each are best aligned for maximum results. You will have successfully accomplished breaking down the silos in your company.
By having an overview of all departments, RevOps can spot and fix the numerous friction and drop-off points that siloed growth functions often have.
The 5 Main Benefits of RevOps
From | To |
Time wasted comparing info | Data-driven decision-making and better collaboration |
Tension created in hand-offs with “it’s not me, it’s them” attitude | Complete visibility and accountability across all teams |
Individual reports and processes | Single source of truth shared by everyone |
Subjective forecasting and many “make or break” months | More consistent and predictable pipeline and business growth |
Everyone working for themselves in isolation | Better customer experience leading to higher win rates and faster sales cycles |
In short, think of these benefits as:
- Making better decisions faster
- Getting the right data in hand to make those decisions
- Building trust and predictable pipeline
But selling a fresh idea as bold as RevOps to skeptical colleagues or a resistant board isn’t easy. Change can be hard work and a ‘No’ is always easier to get than a ‘Yes’ when it comes to asking for extra budgets for fundamental business change.
With is in mind, there are two key points you should try and remember to communicate when approaching your go-to-market teams with the idea of RevOps:
- How having a codified, replicable process will help deals close faster
- How RevOps will help the organization build a consistent approach to scaling
Ready to create your own RevOps strategy? Download our RevOps eBook!
Source: HubSpot
