RevOps is the newest and hottest trend in marketing. Its a lot like Sales Ops, but it aims to be much more specific.

We asked the Sales Hacker community what they thought about each of these terms, and heres what we found.


Rev ops vs Sales ops- The Ultimate Difference?

With RevOps, all the operations teams are under one roof. It allows each team to have a unified goal and helps with communication between departments.

The focus for Sales Operations (Sales Ops) is to support and enable sales reps. They provide clear processes, automate time-consuming tasks, deploy methodology

Adithya Krishnaswamy, the Head of RevOps and Growth at Everstage says that when people realized it wasnt just sales who needed operations anymore, they created a new position called RevOps.

But there is a difference in rev ops vs sales ops.

Asia Corbett, RevGenius Head of Sales Operations and Community Ops explains that the job is all about territory planning, deal desk activities, opp reporting. It also includes commissions and comps for SDRs and AEs as well as managing tools like Outreach or Salesforce.

Sophia Francis, Director of RevOps at Dooly, believes that RevOps can be defined differently. I like to think of revops as the apex or top part of a table. Each leg has a specific area to bear weight on and if one is missing it makes the whole table wobble.

If youre trying to figure out which operations team is for you, Crystal Grainger from Kandji recommends defining your epicenter first. For us at Kandji, that epicenter is the customer. Then think about your internal customers teams like marketing and sales solutions who support our focus on serving customers.

RevOps is about the big picture

One of the things that RevOps does is prioritize operational stability and iterates on efficiency. They keep an eye out for profitability, which helps them to know what they should be doing.

Sales Ops is just one part of the revenue strategy for some companies, while RevOps balances operations across every team that generates money.

When marketing and sales work together, it is easier to create a seamless process.

The problem is that when teams are siloed, they have mismatched metrics and data. This leaves each department to defend its choices.

RevOps is a difficult thing to do without coordination, so Johnathan Warren at Spiff sees it as more of a mindset and behavioral model. In an ideal state, he says, theres a RevOps team to support different functions.

Sales Ops is there for sales reps

Sales Ops is focused on making the lives of their sales reps easier by providing a tech stack, reviewing order forms and advising them in negotiations, and helping with approvals to close deals.

This team analyzes data to help with strategy and best practices. They may even create incentive plans or plan for sales territory alignment.

Kris Holmes, a marketing representative at Proofpoint Marketing says that there is a tactical approach to sales performance with Sales Ops. They focus on the reps development both personally and professionally.

For startups, they typically need to focus on sales first. Ping Del Giudice started with a Sales Operations position at Chainalysis and then evolved her job into Revenue Operations.

How are they connected?

Many of our RevOps leaders argue that Sales Ops usually comes before the line between it and sales is blurred, but we cant be sure because historically theyve been called Sales Ops. Amber Marsh from Logic Monitor agrees.

But if you are starting from scratch, it is best to start with a junior role that has global responsibility but focuses on Sales Operations.

Krystal Diel, the Director of Revenue Operations at Capacity says that RevOps oversees marketing and customer operations as well as sales while Sales Ops only handles tech stack and processes. Regardless of which team comes first, ultimately both teams oversee different aspects.

Other teams within the revenue organization that are just as important include business analysis, customer operations, and any other department. If you dont bring together insights from each of these departments there will always be choppy handoffs between them.

RevOps is really a way of working together. It provides the framework to align everyone with the same goal, which makes it more successful than other programs.

In the past, companies have relied on separate teams for sales, marketing and customer success. However it will be difficult to integrate these departments if they are not started with a RevOps strategy. It is better to start this way as it creates a much stronger foundation.


 

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Justin McGill
About Author: Justin McGill
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