How RevOps promotes goal responsibility throughout the revenue stream

Siloed departments are no longer in fashion. Simply put, if your marketing and sales teams are not yet aligned, then your business is outdated. What’s more, if your marketing and sales teams are aligned but your customer success department is lonely in the left field, then your strategy is outdated. Regardless of where your company may currently find themselves, it is time for teams to share goal responsibility along their top line.

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RevOps aligns teams to achieve revenue objectives

Any B2B or B2C company will agree that when teams are aligned and firing on all cylinders, it is more probable that revenue goals will be met. An aligned team is one that has the same vision and understands the goals promoted along the revenue stream. However, what makes RevOps different from other alignment strategies that are focused on improved productivity, performance, and communication is that the lonely department out in the left-field is now included in the same agenda.

Aligning teams by through goal responsibility.

Marketing, sales, and customer success teams make up Revenue Operations. I’d argue that, just recently, companies have gone against the traditional practice and found a way to align Marketing and Sales. This explains why companies with tightly aligned sales/marketing functions have experienced 36% higher customer retention rates and 38% higher sales win rates. Now it’s time to fit customer success teams into the picture—or at least it might be a great idea since 90% of a customer’s revenue lies in customer success. The trick is to align teams around one single business view while sharing the same revenue targets. Under the RevOps framework, the customer is in the center and all customer-facing teams are cycling around them. In other words, teams are aligned to address the customer journey at every stage. Now everyone involved in the revenue engine can respond to customer expectations and more importantly, following the business view. RevOps tears the walls down.

 

RevOps = Free-flowing data between teams

Data never lies. Organizations that make data-driven decisions are putting customers first. It’s a personable, tailored approach to becoming customer-centric implying that business decisions are being made strategically. Data in RevOps plays a similar role. The only difference is that it’s free-flowing and accessible to everyone in the revenue engine.

Free-flowing data through RevOps alignment.

Free-flowing data is crucial for the success of a RevOps framework. Essentially, data is made available to marketing, sales, and customer teams to better serve your customers at every stage of the customer journey. Put it this way—the goal is for all teams to have access to data from different departments that would otherwise be siloed in favor of the revenue engine; data can be combined, shared, and used to score a complete view of each prospect and customer to better understand how teams can work together to fix the kinks that are in the way of maximizing and increasing revenue. Remember, teams aren’t using the data for their own sake but are using it for the overall business view that your company is focused on.

 

RevOps will make your technology stack more efficient... but change may be needed

If companies aren’t efficient then their approaches and strategies are anything but aligned. Luckily with the RevOps framework, connecting business and activity data across technology stacks is seamless—and also very important if a company hopes to run efficiently.

RevOps enables data sharing—everyone uses the same tech stack.

The tools and software that allow a company to operate make up the technology stack. When the top lines of success operate independently, each team has a set of tools that are meant for different functions. A marketing team may be using an automation tool for email lists while the customer success team may be using a CRM tool to track contacts. With a RevOps strategy in place, approaches change. Because this framework ties marketing, sales, and customer success teams together, an organization must make sure that their current technology stack is capable of enabling teams to initiate revenue goals and manage channels for sharing information and data. If a company’s current tech stack can manage, then buckle up and start operating!

 

Organizations must leverage data—not only is it important to leverage but to use it as an indicator to alter processes that are underperforming and capable of derailing teams from achieving goals. It’s safe to say that data makes the world go round in Revenue Operations. On the bright side, teams shouldn’t worry if their tech stack can’t leverage data effectively—yet. There are plenty of applications and software built to ensure a smooth RevOps transition and get organizations going on the right track.

 

Goal responsibility will boost the revenue engine

Remember playing the finger-pointing game? Well, when goals are shared and they’re meant to work together to drive revenue the finger-pointing game will not take place.

CRM, HubSpot, customer success, and customer data.

The reason why RevOps is meant for company goals to work together and around the same idea is that it promotes collaboration. Everyone has worked to accomplish their individual goals whether it was to wipe out the task section on their agenda or to get their supervisor off their neck. Regardless, it’s an individualistic, selfish way to meet goals that are not guaranteed to help the company grow. On the flip side, RevOps solves this individualistic pain by promoting goal responsibility. According to Zylotech, a B2B AI platform, when revenue team goals work together, the company will be more successful. This is because teams aren’t siloed, data is being shared from team to team, and goals can work for other goals. All these factors keep the revenue engine running, making RevOps a recipe for revenue growth.

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