RevOps: Laying the Revenue Operations Framework for 2022

It’s not easy to create a revenue operations framework and the team that will implement it.

I saw my role develop from sales enablement to operations as we learned more about the wide range of roles that rev ops is in charge of.

The key to a successful revenue strategy is focusing on the most important factor, which is driving revenue.

With more and more companies focused on diversity, the question is how to start? What is rev ops?


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  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
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  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
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What is revenue operations?

It can be difficult to define the role of a revops meaning because it’s not clear what they do for their company.

So, let’s talk about transitions to revops, what it is and why it’s so important.

In most organizations, departments are silos. The revenue department is responsible for bringing all functional areas together to get a full view of an organization’s revenue stream.

The revenue ops department is responsible for this.

When you combine marketing, sales, and customer success into one department with unified strategy, process, messaging data reporting – it dismantles silos between departments. This way of operating is good for business because there are more efficient processes that lead to better results.

The drawbacks of segregated departments

Each company typically has its own, independent operations team.

For example, marketing operations is in charge of all the marketing systems and reports exclusively to the Head of Marketing. And sales operations deals with everything related to selling a product or service and answers only to the Head of Sales.

When departments are divided, they don’t consult with one another.

The traditional model of hiring and promoting based on experience and credentials can be frustrating, confusing, and time-consuming.

Revops Meaning Explained

It’s tough to find a consensus on what RevOps is, even if you ask ten different people.

Some people think of sales as a job title, but it is also related to other responsibilities such as selling support and administration.

Others think of revenue operations through a marketing lens, which includes many aspects of the job including technology and marketing.

The reality is that it’s both and more.

RevOps is a business framework that unifies marketing, sales and customer success. It gives them the same targets, data and tools to maximize revenue.

Operational effectiveness within RevOps is more important than efficiency. Unlike traditional operations, it reports directly to the organization’s top leadership.

RevOps is a way to bring unity among traditionally siloed departments.

The advantages of RevOps Framework

An effective RevOps team is process-oriented and has the technical knowledge to create systems that allow sales and marketing functions to run smoothly. It gathers user data for your organization, which helps identify prospects who are most likely customers.

What is Rev ops?

RevOps is a new approach that analyzes marketing, sales, and customer success. It has the ability to give feedback on what’s working or not before you do it.

RevOps teams come up with plans to help customers build trust and improve their implementation.

RevOps is present throughout the purchasing process to make sure that both customers and employees are satisfied.

Get Started With RevOps Playbook

In order for a RevOps department to be successful, the following six steps need to happen: 1. Consistency in communication and information sharing among all partners.2. Understanding of which data is important and how it will be used by each partner.3. Agreement on who owns what responsibility4. Clear responsibilities assigned to individuals that can execute them independently without guidance from others or a manual with instructions.5 Creating an effective team environment where people feel safe taking risks .6 Ensuring necessary resources are available when needed

Identify who owns RevOps

The right RevOps model for your organization depends on where it fits in with the rest of your company’s departments.

If you generate most of your leads through marketing, the revenue operations should be owned by them.

On the other hand, ABM-driven companies should let their sales department run RevOps.

There are a lot of things to consider when it comes to team structure. I need to know what teams need support, how many people will be on the team, and who should own refining the strategy.

Assess your customer journey

One way to test the revenue side is by looking at it from a customer’s perspective.

List the steps your customers take to find a solution and their relationship with you.

You can ask your current customers about diversity and how it might be helpful to them. You could also offer incentives for taking the survey.

  • What made you decide to apply for our company?
  • How easy is it to find what you’re looking for on our website?
  • What was your preferred way of communicating with us?

Next, you want to track all of the places your customers are interacting with you. This could include social media sites and your website, but also any webinars, events or guest posts

The point of this is to identify where your customers first start their journey and how that changes as they interact with you more.

Lastly, examine your company’s processes to see how customers are treated when they become prospects or actual clients.

What happens when a marketing person is transferred to sales?

How is that transition happening?

What is the best way to interview someone for a job over Skype?

Look for any gaps in the customer experience, especially where they are likely to get frustrated with your product.

By analyzing the data, you can see where your focus needs to be and what areas need improvement.

Unify your data

RevOps is a way for departments to work together and maximize revenue potential.

Data unification is important to achieving this.

Unifying revenue data will help you identify the strengths and weaknesses within your business, which is important for forecasting.

One way to unify data is by getting all of your revenue department onto a single customer management software. That way no lost data, and any findings are accessible by anyone.

When you’re looking for the right CRM, make sure it can integrate with other programs in your company. This will help everyone on your team get set up and still keep all of their data organized.

The real challenge with data migration is that all teams have been working in different programs. There will likely be a lot of redundant information and lots of errors as well.

Clean up the data as much as possible before you start working with it. Remove outdated information, redundancies and errors.

It’s a good idea to use automation tools, but be sure that you double check everything.

Eliminate software redundancies

It’s important to have a unified system for data and tools.

If you’re already using a single CRM system, then your team is well on their way to being efficient.

The different teams here might not like this idea. Let them help so they understand the goal is to make everyone’s lives easier, not harder.

Have each team categorize the tools they use as essential or not so much.

Get rid of any tools that are unnecessary, and replace those with an equivalent if they don’t integrate well with your CRM.

You can save a lot of money and help departments work more smoothly by eliminating redundancies.

Establish growth goals

The point of RevOps is to unify the efforts, and you can’t do this without a goal.

After looking over the analytics, you might see that retention is low so you decide to set a goal of improving it by X amount.

Now that you have set the goal, discuss it with heads of marketing, sales and customer success to develop specific strategies for achieving those goals.

For instance, marketing can improve their ICP and qualification criteria to keep employees happy. Sales should work on improving the messaging of offers they have available, as well as any other aspect that would be a benefit for potential customers. Customer success may also focus on continual support in order to retain its current customer base.

When every department is on board with their role, the company can grow much faster.

Constantly Improve

RevOps is about ongoing improvement. And that means your job will never be done.

Check your revenue operations infrastructure to see if you can improve it, and set new goals for growth.

To do RevOps, you need to set the stage by building relationships with other teams and having communication.

If you want to improve your revenue operations, then this RevOps Audit tool is a great place for tips and tricks.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Editors Note:

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Justin McGill
About Author: Justin McGill
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