40% of people can't describe what RevOps does

I recently polled the No Nonsense Sales community about the RevOps function.

My question was simple.

What's the best way to describe what RevOps does?

40% of people couldn't put it into words.

To be fair, it's not the easiest thing to understand or explain.

Something about data? Operations? Alignment?

How does all of this tie into revenue?

Luckily, I've been speaking to the brightest minds in RevOps on the No Nonsense Sales podcast to get to the bottom of it all.

Using their insights, I've put together this ultimate RevOps FAQ:

What is RevOps?

Revenue Operations is the alignment of sales, marketing and customer success across the full customer life cycle to drive growth through operational efficiency and keep all teams accountable to revenue.

Rosalyn Santa Elena puts it like this:

“Revenue operations is the infrastructure that supports the end-to-end revenue process across marketing, sales, post-sales, customer success and partner channels."

My simple version:

RevOps aligns the revenue team through operational efficiency to drive growth.

What is RevOps responsible for?

RevOps teams are typically responsible for:

• Managing the tech stack
• Implementing data-driven processes
• Synchronising efforts across multiple teams
• Ensuring a seamless revenue cycle

As 📈 Jeremey Donovan says, RevOps should driving efficient growth:

What do RevOps teams focus on?

The truth is, a lot!

From the conversations I've had with leaders, it breaks down into three main areas:

• Alignment
• Data
• Strategy

Again, it sounds like buzzword bingo, but hear me out...

Without aligning your entire revenue function and using a data-driven strategy, your revenue team will be left behind.

Why is alignment important?

Misalignment is a revenue killer.

“I think that lack of collaboration and the lack of transparency leads the mistrust and miscommunication and just plain misalignment, which in turn leads to wasted time, wasted resources. And then also just potentially not doing the right things to help drive the business forward." Rosalyn Santa Elena

The revenue team goes way beyond sales nowadays.

RevOps serves as function to align the entire team.

How do you implement a data-driven strategy?

When Eddie Reynolds was on No Nonsense Sales , he shared the problem that revenue teams face when wanting to build a data-driven GTM strategy:

“The issue that I have with this is everybody wants data and everybody wants to analyse data, but nine times out of 10, at least the companies that we see, the companies that do not have mature RevOps in place already, don't have reliable and accurate data.

So when we go and run reports on whatever it is we're looking at, we don't have any sense of what's going on”

Everybody wants more data right?

But what should you ACTUALLY do with it?

Salesloft partnered with Union Square Consulting to put together a guide on how to build a successful RevOps roadmap.

Use this 5 step guide to build a roadmap that gets the most out of your data and helps you to achieve your strategic goals.

Learn more about how Salesloft can support your RevOps function here.

How can RevOps enhance the customer experience?

Finally, let's look at WHY ultimately RevOps is so important.

What's the key to revenue growth?

You guessed it... The customer.

A strong RevOps function should be built with the customer in mind.

Here's a snippet from a recent Salesloft article on building the best customer experience:

"As sellers, managers, and the revenue operations team experience heavier workloads, follow-ups can fall through the cracks. Handoffs fumble and fail due to lack of continuity. More time is spent managing tasks and sitting in catch-up meetings than customer interactions. 

The result? Customers are left feeling forgotten, frustrated, and confused. And when the customer is unhappy, the whole company pays the price through longer deal cycles, lost opportunities, smaller deals, and increased churn."

Read this article in full here

Want even more insights on RevOps? Use these resources:

Rosalyn Santa Elena on Aligning Sales & Marketing: Watch here

Eddie Reynolds on Data-driven GTM Strategies: Watch here

📈 Jeremey Donovan on Accelerating Growth: Watch here

Matthew Volm on Resourceful Revenue: Watch here

Revenue Orchestration Platforms Are Reshaping the Future of B2B Revenue Generation

Build a RevOps Roadmap

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