RevOps? What is that? Is it yet another business fad that people swear can magically help your business? We can definitely understand the confusion that comes with what feels like yet another potentially unknown term. Yet, RevOps is the shortened name for Revenue Operations. So, Revenue Operations is a department that is part of a business, just like yours. The main goal of the people who make up the department is driving revenue for the business.
In this post, you’re going to learn more about how people in RevOps can help your business…even if you don’t have this particular department within your own business. (Spoiler alert: Because just like any other piece of your business, you can outsource revenue operations to the right people!) Some key points we’ll discuss include:
The process and platforms involved in implemented RevOps
What the people in RevOps do
What RevOps leadership teams do
Examples of what RevOps leadership charts look like
Where you can learn more about how people in RevOps can help your business
Those who work in revenue operations provide an invaluable service to the business they work with. The power isn’t just in the revenue generation they bring. It’s in who they are as people. If you don’t have the right people working within this operations team, you won’t get the same results. So, no matter what you learn from reading this post, that’s the true takeaway: the power of any organization and what it can accomplish is found in its people.
Revenue Operations or RevOps: Platforms and Processes for the People!
So, in simple terms, RevOps is a system that places all of the focus on the customer journey during the revenue cycle. It works to align all of the departments within the business with the goal of increasing revenue growth. All of the people in RevOps work across the board with sales ops and marketing ops to develop the proper customer journey.
Why? Because happy customers spend more money. Let’s look at how this happens.
Business Processes for Your RevOps Team
There are many online platforms that can unite all of your operations teams to improve the customer journey. However, the best practices remain the same. We are going to look at this from the perspective of HubSpot because of how all of its hubs work together.
HubSpot has a Sales Hub, Marketing Hub, CMS Hub, Operations Hub, and a Service Hub. When we think about the customer journey (which is the true purpose of the people in RevOps), it takes all of these pieces of the business puzzle working together in a smooth nature so that the customer journey is the best possible experience that it can be.
For a good start in revenue operations, it is important that:
Sales ops, RevOps, and marketing ops agree on the metrics. If this isn’t done in the beginning, it will be impossible to understand goals and metrics in the future.
Trust. There must be trust between the teams that are involved.
Tech stack. The ownership of the tech stack must be defined.
Management. There must be a defined change in management. Everyone must be clear in who will manage what. This keeps confusion to a minimum.
Documentation matters. Create and keep documentation where everyone has access to it.
Good, common sense best practices can make bringing in a RevOps team easier for you and your business.
How Teams Use the Platform
In HubSpot, the Operations Hub is the home for people in RevOps. It allows the team to work in a more unified way and gives the team all of the tools they need to provide an improved customer experience while also assisting with internal issues such as improving functional processes between other hubs. The RevOps team can also determine whether the current way the hubs operate between each other contributes to the customer journey in a positive way or if there’s a downward trend. If there’s a downward trend, the people on the team can then take the appropriate measure to create a new plan to fix the issue.
The team can also access and analyze data from across the entire platform to implement better workflows. The purpose of this is to learn each process that comes into contact with the customer and how each of those processes can be improved to provide a more personalized touch regardless of how many customers your business has now or in the future.
These tools make it much easier for your entire team to continue to do their jobs in a more manageable way while also improving customer care.
What Do Managers of RevOp Teams Do for Your Business?
There can be different types of managers on a RevOp team. So, what can they do for your business?
But let’s look at the general duties:
Create and implement a strategy for better alignment between the teams that impact customer touchpoints.
Prepare a comprehensive forecasting report.
Become the leader of cross-functional operations.
Create and manage a revenue engine.
Encourage everyone across the teams working together to create and maintain a better customer journey.
Those are just a few of the general duties performed.
What Does a RevOps Team Look Like?
Functional or departmental are the two main approaches to a RevOps team. Let’s take a look at each so that you have a better understanding and can decide which is right for you.
Functional is a type of RevOps team that is broken down by function. There are four core skills:
Those on the revenue operations team involved in strategy.
Those on the revenue operations team involved in tools.
Those on the revenue operations team involved in enablement (such as sales enablement).
Those on the revenue operations team involved in insights.
A functional RevOps team is often found in a mid-sized company. This type of team is flexible. It involves a lot of collaboration. It also involves a lot of people involved in decision making. However, because there are a lot of people involved in decision-making, it can also cause problems when it comes to making those decisions.
Next we have a departmental RevOps team. Just like its name, it works like a department. You have a head. Under the head, you have marketing ops, sales ops, and the actual revops team. There’s generally an admin of each department, an analyst, and another person as well (depending on the needs of the business).
A developmental RevOps team is often used in smaller companies since it doesn’t require as many people to run. It’s adaptable, but it can cause informational breakdown if people are keeping information to themselves and not passing it along.
There’s good news, though, if you’re looking to implement a professional RevOps team without starting a department on your own. You can get professional help to get the process started.
Learn More about People in RevOps and How They Can Help
RevOps doesn’t have to be overwhelming or confusing. You can learn more about RevOps and explore what the process can look like for your business by going through the buttons below:
Ashley Quintana is a co-founder of Bridges. In her role, she develops, leads, and executes digital marketing strategies for the company’s growing client base, including a Fortune 500 subsidiary and an NBA basketball team. Ashley’s work can be found in the Hispanic Journal of Behavioral Science, and she is an OKC.biz 40 Under 40 honoree for her leadership in business and community. She frequently speaks at universities, churches, and conferences on marketing, diversity, and business.