Breaking Down Silos to Improve Your Revenue

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. 

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:

  1. How having a codified, replicable process will help deals close faster
  2. 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

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