Sustainable business growth depends on reliable revenue generation. More and more businesses are turning to a RevOps strategy to create a foundation for predictable growth. In part one of our RevOps series, we outlined what exactly RevOps is and how it can benefit your organization. RevOps teams achieve scale and grow revenue faster than siloed organizations can because of the alignment of the traditionally disparate sales, marketing, and customer service departments.
In part two, we’re looking at the GROWL-approved method for developing a RevOps strategy to fit your unique organization.
RevOps Strategy for Growth
All services aligned with revenue—such as marketing, sales, and customer success—are working toward the same goal. RevOps strategies lay a solid foundation to create a more unified and comprehensive customer journey—and happy customers mean more revenue.
So, how do you develop a RevOps strategy for your business? Depending on the business model, revenue goals, team size, and needs, all companies have different RevOps frameworks. As you implement a RevOps framework, you’ll find your unique business needs will shape the final product. However, GROWL recommends this simple method to get started: Prioritize the duties of each department—sales, marketing, and customer service—by integrating the responsibilities related to RevOps. This is the easiest way to introduce the left hand to the right hand, as all departments will be working together instead of thinking of each other as different entities with different goals.
Developing a RevOps Strategy
Step 1 Outline Current Objectives
The first step in aligning your department’s goals and processes is outlining the perceived objectives each team has been working on. For example, perhaps your marketing team is focused on automating lead generation while your sales team prioritizes optimizing the sales process. Calculate how these goals can fundamentally align to prioritize the customer while driving growth. Be prepared to find some objectives that don’t align with your RevOps goals or disagreement among your teams regarding who your primary customer is. Think of this step as an internal audit—clearing out elements causing friction to lay a clean, solid foundation.
Step 2 Structure Your Team
The next step is structuring your RevOps team. Since RevOps is a reasonably new structure, there’s not a universal rule to define who from which department owns RevOps functions. If there’s room, you could create a new role and hire for Revenue Operations Manager. A more straightforward solution is to analyze which department—sales, marketing, or customer service—generates the most business. For example, if most of your business is generated from outbound sales and this aligns with your new RevOps goals, sales should own RevOps.
Step 3 Identify Performance Metrics
Every strategy needs performance metrics, and implementing a RevOps strategy is no exception. Performance metrics help keep your RevOps on the right growth track. Despite how tedious it may be to develop and monitor, it’s crucial to leverage the appropriate metrics to determine and achieve success.
A great way to align your department’s goals is a Service Level Agreement or SLA. SLAs are ideal for outlining company goals and crafting an agreement between your teams. Additionally, it establishes the key performance metrics your team will use to measure success and determine the level of service provided to your customers.
Automation and RevOps
As your RevOps method develops with practice, consider looking at processes that would benefit from automation. Further simplifying mission-critical processes will free up energy and resources for your team to focus on a delightful and frictionless customer journey. The RevOps teams that are seeing the most impact on revenue growth are the ones leveraging sales and marketing automation. In part 3 of GROWL’s RevOps series, we’ll look at how your organization can leverage automation to create a more agile RevOps strategy.