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: