The Role of RevOps in Scaling Business Processes: A Framework for Growth

Did you know that companies prioritizing scalability are 1.5X more likely to achieve above-average growth in their industry? This is simply due to the positive effect of synergy within a company. Ensuring that your sales, marketing, and customer success teams are on the same page elevates your business in many ways. This process is called Revenue Operations, or RevOps.

What is RevOps?

Well, we gave you the answer above: aligning a company’s marketing, customer success, and sales operations to generate more revenue. But how exactly does this work? Your company’s individual teams and departments are essential to its success, but just having these teams isn’t enough anymore. You need your teams to work together, eliminating silos to create a well-oiled machine that has one goal, one strategy, and one outcome. RevOps is critical in building scalable business processes by streamlining operations, improving data visibility, and enabling data-driven decision-making. 

The Challenges of Scaling Without RevOps

There are various challenges when attempting to scale your business without the help of RevOps. Although there are many, there are four main challenges worth noting:

Siloed Departments
Traditionally, sales, marketing, and customer success teams often operate in silos, which have been known to present miscommunication, inefficiencies, and inconsistent customer experiences. 

Data Invisibility
The data that your sales team has vs. your marketing team may show different data. This confuses the business and its operations and creates more work to determine what went wrong with which data set. This makes it difficult to track performance, identify bottlenecks, and forecast revenue accurately – leaving everyone confused and frustrated. 

Lack of Process Standardization
Having multiple processes for one main goal makes things messy and inconsistent. This leads to decreased efficiency and difficulty in replicating success. 

Missed Revenue Opportunities
Each of these challenges, siloed departments, data invisibility, and a lack of process standardization all lead to missed opportunities for revenue growth and ultimately hinder scalability. 

How Does RevOps Enable Scalability Business Processes?

One of the first ways RevOps enables scalability in business processes is through centralized data and insights. Aligning all three teams’ processes helps integrate data from various sources into a centralized area. This provides visibility to the data and insights, making it a more fundamental way to observe strengths and weaknesses and create a successful strategy.

360-Degree View
The benefits of having this 360-degree view of the customer journey are that it allows you to create a more tailored approach to your past customers’ interactions and preferences. Understanding this aspect will teach you how and where to send targeted messaging or enhance your customer support. You’ll be able to see if your customer service is performing up to par so you can improve the customer experience where you see fit. With this centralized area, you can perform more effective marketing, targeted campaigns, and optimized messaging and, ultimately, increase your sales. 

Tools & Technology
Tools and technologies like your CRM, marketing automation, and analytics platforms help you make data-driven decisions. Implementing deduplication rules and filters can prevent duplicate records from being created in one or both systems. You can also match records using unique identifiers like email addresses and consider using a data quality tool to clean and standardize the data. 

Streamlined Operations & Automation
RevOps automates key processes such as lead nurturing, sales forecasting, reporting, and more. This improves efficiency and reduces manual errors. Some beneficial examples of automation include lead scoring, deal stage updates, email campaigns, feedback collection, and alerts. 

• Automated Lead Scoring
  This automation process implements a point system to leads based on demographics, behavior, and engagement with your website or content. This helps your team prioritize leads with a high sales potential so you know who to follow up with. 
  
  
• Automated Deal Stage Updates
  Set specific triggers to update your deal stages, from sent proposals to signed contracts. This smooth automation provides the organization you need to keep the pipeline accurate and up to date. 
  
  
• Automated Email Campaigns
  You can set up an automation to send targeted email campaigns based on your audience's interests and behavior. These can be segmented to specific audience members based on what they’re looking for or are interested in.
  
  
• Automated Feedback Collection
  Feedback is great. It helps your team understand what works and what doesn’t, ultimately providing the information you need to improve your process. This automation sends surveys or feedback requests to your customers at key points in their journey, helping you secure that lead.
  
  
• Automated Alerts
  Your teams shouldn’t have to log in to different platforms every day to check on statuses. Automated alerts will notify teams when specific metrics reach certain thresholds. For example, your team will know if there’s a sudden spike or drop in website traffic, sales conversion rates, etc.  

Key Components of a RevOps Strategy for Scalability

A RevOps strategy for scalability has five key components. Each component has its responsibilities, but they all work towards the same goal: revenue growth. Let’s discuss each component in detail to understand better what your revenue operations planning should look like.

Defining Clear Goals and KPIs
At the start of your RevOps strategy journey, it’s important to set measurable goals and have the technology ready to track key performance indicators (KPIs). This will ensure that all your teams understand the goals and duties and are on the same page. Tracking the KPIs will also provide the data your teams need to adjust strategies to meet those goals. 

Mapping the Customer Journey
Visibility of the customer journey is crucial because it allows your teams to pinpoint where and how customers interact with your brand throughout the buying process. The map of this journey evolves from the customer’s awareness stage (seeing your ad, reading a blog post, etc.) to the consideration stage (checking out your website), to the decision stage (making a purchase, signing up for a service or newsletter), and to the post-purchase stage (involving a confirmation email, customer survey, etc.).  

Implementing the Right Technology Stack
As mentioned above, implementing the right technology helps your RevOps strategy and team complete tasks efficiently and effectively. The most important tech stacks include CRM systems, automation systems, analytics tools, and data integration platforms. 

Building a RevOps Team
Your RevOps team should be built with thought and strategy backed by a data-driven plan. You’ll need a RevOps manager to oversee the entire “machine,” ensuring alignment across teams; a data analyst to provide necessary insights, forecast trends, and decision-making support; a sales operation specialist to manage the sales processes and data to optimize sales performance; a marketing operations specialist to manage campaigns, lead generation, and the data to align with sales goals; and finally a customer success operations specialist who focuses on customer retention, renewal dates, and the customer experience. 

It’s Obvious… You Need a RevOps Strategy

The main teams that make up your business should not live in their own un-mergeable bubbles. Keeping your marketing, customer success, and sales teams siloed prevents your business from establishing measurable goals and important data, and most importantly, it prevents the collaboration between your teams – all working towards the same goals. If you haven’t already done so, it’s time to trust the process and get your well-oiled RevOps machine running for your success, your team, and your business. If you need help with your revenue operations planning, reach out.