9 min read
Are you constantly struggling to hit your sales targets and drive sustainable growth?
I'm Carol Chen, SVP of GTM Strategy and Operations at Billtrust, and I've been in this game for over 10 years – so trust me – I know the challenges you face all too well!
During that time, I've seen firsthand how revenue operations can be a game-changer for organizations of all sizes, from scrappy startups to industry titans.
So, in this article, I'll take you on a journey through the world of RevOps and show you how it can help your sales teams achieve their targets and drive sustainable growth.
We'll explore everything from the key metrics to measure, strategies for planning success, to the data-driven insights that can transform your business.
Let's dive in!
The shift from Sales Ops to Revenue Ops
Back in the day, the term was "sales operations," but increasingly, we're seeing a shift towards "revenue operations" as a more holistic approach. So, what's the difference?
Well, RevOps takes the traditional Sales Ops functions and expands them to include Marketing Ops and Customer Ops as well. It's all about looking at the entire customer lifecycle, from lead generation to retention and renewal.
You see, the customer journey doesn't start when a sales rep picks up the phone or sends the first email. It begins much earlier, with your marketing efforts to attract and nurture leads.
It also doesn't end when the deal is closed – it's crucial to ensure that your customers are happy and continue to renew their contracts with you.
By bringing these different functions under the RevOps umbrella, we can create a seamless, data-driven approach to driving revenue growth. It's not just about hitting your sales targets; it's about optimizing every step of the process to maximize efficiency and profitability.
Alysson Pehoski
The RevOps vision and model
So, what does a RevOps team actually do? Let me break it down for you:
📈 Operations: This is the backbone of the team, handling everything from RFPs and proposals to lead management and budgeting. It's all about ensuring the smooth running of the entire revenue-generating machine.
🔍 Analysis: Imagine having a single source of truth for all your sales data – that's what the analysis function is all about. We make sure that the numbers you're looking at, whether it's pipeline, forecasts, or goal attainment, are consistent and reliable across the organization.
🛠️ Tools: RevOps is responsible for evaluating, implementing, and optimizing the technology stack that supports your sales, marketing, and customer success teams. We ensure that these tools are integrated, providing a seamless user experience and maximum ROI.
🧠 Enablement: This is where we really help your sales reps excel. We develop onboarding programs, continuous training, and content strategies to equip your team with the knowledge and skills they need to close deals and delight customers.
💰 Compensation: The sweet spot – making sure your sales reps are properly incentivized to sell in alignment with your company's goals. We work closely with finance to design comp plans that drive the right behaviors and keep your team motivated.
By focusing on these five key functions, RevOps can help improve revenue, increase efficiency, and enhance forecasting accuracy. It's a holistic approach that brings together the various moving parts of your revenue engine.
Of course, the specifics of the model may vary depending on the stage and needs of your organization. But the underlying principles remain the same: to optimize every aspect of the revenue generation process and set your sales team up for success.
Melissa Murray Bailey
Revenue operations alliance insider
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