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ARTICLE #55
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Revenue Operations: How does it create value?
Rev Ops
Sales Ops
Revenue Growth
Revenue Strategy
Revenue Optimization
Rev Ops
Sales Ops
Revenue Growth
Revenue Strategy
Revenue Optimization
Written by:
8 min read
Updated on: July 12, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
So, you are aiming for sustainable revenue growth, but your sales, marketing, and service departments often feel like they’re living on different planets. Sound familiar? That’s exactly the type of challenge Revenue Operations (RevOps) is designed to fix. By creating strategic alignment across sales, service, and marketing, RevOps offers a clear view of the entire business—without poking its nose into every tiny detail of each department.
This comprehensive approach breaks down barriers, promotes smoother collaboration, and encourages strong business performance. Unsurprisingly, more leaders are starting to recognise the importance of RevOps. Let’s explore the many facets of RevOps, share ways to implement it, and discuss why it’s quickly becoming a preferred strategy for forward-thinking organisations.
So, you are aiming for sustainable revenue growth, but your sales, marketing, and service departments often feel like they’re living on different planets. Sound familiar? That’s exactly the type of challenge Revenue Operations (RevOps) is designed to fix. By creating strategic alignment across sales, service, and marketing, RevOps offers a clear view of the entire business—without poking its nose into every tiny detail of each department.
This comprehensive approach breaks down barriers, promotes smoother collaboration, and encourages strong business performance. Unsurprisingly, more leaders are starting to recognise the importance of RevOps. Let’s explore the many facets of RevOps, share ways to implement it, and discuss why it’s quickly becoming a preferred strategy for forward-thinking organisations.
What is Revenue Operations?
What is Revenue Operations?
RevOps is all about creating consistent revenue growth by bringing together the marketing, sales, and support teams around shared objectives. In other words, it ensures everyone pulls in the same direction, using accurate data and transparent processes. The aim? Streamlined collaboration that boosts margins, minimises revenue loss and spots new income opportunities hidden in your customer data.
RevOps is all about creating consistent revenue growth by bringing together the marketing, sales, and support teams around shared objectives. In other words, it ensures everyone pulls in the same direction, using accurate data and transparent processes. The aim? Streamlined collaboration that boosts margins, minimises revenue loss and spots new income opportunities hidden in your customer data.
Why do we need Revenue Operations?
You may already see where RevOps fits into the big picture, but how do you know if your business genuinely needs it? Here are a few signs:
You crave honesty and ownership at scale: From the boardroom to the front lines, it helps to have everyone focused on shared goals. This isn’t about micromanagement—it’s about guaranteeing accountability and predictable outcomes.
Your metrics aren’t lining up: Sales might have one set of KPIs, while marketing chases different targets. RevOps unifies the data so everyone operates from the same source of truth.
There’s persistent infighting: Misaligned priorities can create mistrust and sap morale. By introducing a RevOps team, you can foster an environment built on clarity and collaboration.
You may already see where RevOps fits into the big picture, but how do you know if your business genuinely needs it? Here are a few signs:
You crave honesty and ownership at scale: From the boardroom to the front lines, it helps to have everyone focused on shared goals. This isn’t about micromanagement—it’s about guaranteeing accountability and predictable outcomes.
Your metrics aren’t lining up: Sales might have one set of KPIs, while marketing chases different targets. RevOps unifies the data so everyone operates from the same source of truth.
There’s persistent infighting: Misaligned priorities can create mistrust and sap morale. By introducing a RevOps team, you can foster an environment built on clarity and collaboration.
What does Revenue Operations do?
RevOps acts as a connecting point among sales, marketing, and customer success, keeping the overall revenue strategy crystal clear for everyone. Along the way, they maintain essential systems (such as CRM software and marketing automation platforms), manage financial reporting, and address issues that often emerge from siloed departments.
Ensure accountability for revenue
They handle financial reporting processes, maintain revenue-related tools, and keep data accurate.
Maintain Tools and Systems
By assigning central ownership of tech stacks, they make sure each department’s data flows properly into a master system.
Solve Common Challenges
From mismatched data to inefficient processes, RevOps helps untangle the operational knots that hold teams back.
Typical challenges Revops tackles include:
Data gaps: Multiple tools across departments often lead to conflicting insights.
Messy processes: Outdated or repetitive workflows that drain time and resources.
Clashing incentives: When separate teams chase different rewards, they can work against each other.
Hidden performance: Traditional structures might hide vital metrics from leadership.
Tech overload: Too many software tools that don’t play nicely together.
Patchy customer experience: Inconsistent handoffs between departments can frustrate clients.
Limited growth: Without scalable systems, it’s hard to expand efficiently.
Ultimately, RevOps encourages a customer-focused culture by fusing data and strategy, so marketing, sales, and support move towards shared revenue goals.
RevOps acts as a connecting point among sales, marketing, and customer success, keeping the overall revenue strategy crystal clear for everyone. Along the way, they maintain essential systems (such as CRM software and marketing automation platforms), manage financial reporting, and address issues that often emerge from siloed departments.
Ensure accountability for revenue
They handle financial reporting processes, maintain revenue-related tools, and keep data accurate.
Maintain Tools and Systems
By assigning central ownership of tech stacks, they make sure each department’s data flows properly into a master system.
Solve Common Challenges
From mismatched data to inefficient processes, RevOps helps untangle the operational knots that hold teams back.
Typical challenges Revops tackles include:
Data gaps: Multiple tools across departments often lead to conflicting insights.
Messy processes: Outdated or repetitive workflows that drain time and resources.
Clashing incentives: When separate teams chase different rewards, they can work against each other.
Hidden performance: Traditional structures might hide vital metrics from leadership.
Tech overload: Too many software tools that don’t play nicely together.
Patchy customer experience: Inconsistent handoffs between departments can frustrate clients.
Limited growth: Without scalable systems, it’s hard to expand efficiently.
Ultimately, RevOps encourages a customer-focused culture by fusing data and strategy, so marketing, sales, and support move towards shared revenue goals.
Revenue Operations team structure
Each organisation’s RevOps team looks a bit different. According to the State of Revenue Operations Report 2023:
44.4% of RevOps pros work in teams of two to four.
22% handle RevOps solo.
About 19.5% have five to nine team members.
17.1% work in teams of 10 or more.
A common setup features a Director of Revenue Operations reporting to the Chief Revenue Officer. Managers then oversee individual areas—Sales Operations, Marketing Operations, Customer Success Operations, and Systems Operations—each with their own analysts who study performance and propose improvements.
Each organisation’s RevOps team looks a bit different. According to the State of Revenue Operations Report 2023:
44.4% of RevOps pros work in teams of two to four.
22% handle RevOps solo.
About 19.5% have five to nine team members.
17.1% work in teams of 10 or more.
A common setup features a Director of Revenue Operations reporting to the Chief Revenue Officer. Managers then oversee individual areas—Sales Operations, Marketing Operations, Customer Success Operations, and Systems Operations—each with their own analysts who study performance and propose improvements.
How do you implement Revenue Operations?
A rising number of companies now rely on RevOps to steer revenue growth, but it’s not always straightforward. Research by Forrester suggests that while 86% of decision-makers say RevOps is crucial for reaching company goals, only 41% feel they fully understand it. Below is a step-by-step approach to get you started.
1. Evaluate four pillars of RevOps
RevOps rests on four main pillars: Technology, Data, Process, and People. Ask your team questions such as:
Technology: Which systems do we currently use, and who has access? Where can we increase automation?
Data: Who needs data access, and is it easy to get? Are our insights accurate enough to steer decisions?
Process: Are we spotting recurring workflow slowdowns? Where do customers usually run into problems?
People: Who are our early adopters of change, and who might need extra support or training?
2. Define goals and create revenue milestones
Work with your executives to set a unified vision, then establish specific targets for each sales channel. Ensure these are measurable and transparent, making it easier for teams to see progress. Also, organise critical information related to products, contracts, invoices, and payments in one place.
3. Build a team structure
You’ll need a well-defined hierarchy that suits your company size and budget. Look for people who excel at communication, analytics, and technology. SalesOps, CXOps, and MarketingOps specialists often join forces here, each bringing a unique perspective.
4. Visualise and understand the customer journey
Once your RevOps team is set, map out your customers’ entire experience—from the first interaction to the final purchase and beyond. Identify any stumbling blocks and set up a process for frequent reviews. Focus on:
Customer personas: What challenges do they face, and how do you solve them?
Crucial touchpoints: Which interactions most directly affect a sale or renewal?
Recurring issues: Where do customers get stuck or lose trust?
5. Build a RevOps implementation checklist
Use insights from the Four Pillars to craft a clear to-do list for your team. This might include clarifying data governance rules, confirming which tech systems your teams need, and refining how you measure marketing and sales results.
6. Design RevOps workflow
Lay out a detailed end-to-end revenue process—prospecting to purchase—and align your sales and marketing activities within it. Make sure your data is centralised and easy to visualise with graphs or dashboards. The ultimate objective? Present the right product, to the right customer, on the right channel, at the right time.
A rising number of companies now rely on RevOps to steer revenue growth, but it’s not always straightforward. Research by Forrester suggests that while 86% of decision-makers say RevOps is crucial for reaching company goals, only 41% feel they fully understand it. Below is a step-by-step approach to get you started.
1. Evaluate four pillars of RevOps
RevOps rests on four main pillars: Technology, Data, Process, and People. Ask your team questions such as:
Technology: Which systems do we currently use, and who has access? Where can we increase automation?
Data: Who needs data access, and is it easy to get? Are our insights accurate enough to steer decisions?
Process: Are we spotting recurring workflow slowdowns? Where do customers usually run into problems?
People: Who are our early adopters of change, and who might need extra support or training?
2. Define goals and create revenue milestones
Work with your executives to set a unified vision, then establish specific targets for each sales channel. Ensure these are measurable and transparent, making it easier for teams to see progress. Also, organise critical information related to products, contracts, invoices, and payments in one place.
3. Build a team structure
You’ll need a well-defined hierarchy that suits your company size and budget. Look for people who excel at communication, analytics, and technology. SalesOps, CXOps, and MarketingOps specialists often join forces here, each bringing a unique perspective.
4. Visualise and understand the customer journey
Once your RevOps team is set, map out your customers’ entire experience—from the first interaction to the final purchase and beyond. Identify any stumbling blocks and set up a process for frequent reviews. Focus on:
Customer personas: What challenges do they face, and how do you solve them?
Crucial touchpoints: Which interactions most directly affect a sale or renewal?
Recurring issues: Where do customers get stuck or lose trust?
5. Build a RevOps implementation checklist
Use insights from the Four Pillars to craft a clear to-do list for your team. This might include clarifying data governance rules, confirming which tech systems your teams need, and refining how you measure marketing and sales results.
6. Design RevOps workflow
Lay out a detailed end-to-end revenue process—prospecting to purchase—and align your sales and marketing activities within it. Make sure your data is centralised and easy to visualise with graphs or dashboards. The ultimate objective? Present the right product, to the right customer, on the right channel, at the right time.
What are the benefits of Revenue Operations?
RevOps can grant your company a noticeable edge by aligning people, processes, and technology to strengthen revenue outcomes. Here are some tangible perks:
Improved business performance
By organising workflows and fostering consistency, you can anticipate growth and adapt more quickly.
Increased revenue efficiency
RevOps helps unify marketing, sales, and support from the very start of a campaign to any post-sale needs.
Stronger customer experience
A coordinated focus on service leads to better long-term retention—and more glowing reviews.
Smarter decision-making
When everyone uses the same data, leadership can make better calls on resources, budgets, and product strategies.
RevOps can grant your company a noticeable edge by aligning people, processes, and technology to strengthen revenue outcomes. Here are some tangible perks:
Improved business performance
By organising workflows and fostering consistency, you can anticipate growth and adapt more quickly.
Increased revenue efficiency
RevOps helps unify marketing, sales, and support from the very start of a campaign to any post-sale needs.
Stronger customer experience
A coordinated focus on service leads to better long-term retention—and more glowing reviews.
Smarter decision-making
When everyone uses the same data, leadership can make better calls on resources, budgets, and product strategies.
Revenue Operations vs Sales Operations
Sales Operations typically revolve around helping sales teams be more effective—think commission structures, lead allocation, and workflow tweaks.
Revenue Operations, on the other hand, crosses departmental boundaries to weave marketing, finance, and sales into a single, well-tuned machine. Although people once used the terms interchangeably, RevOps is now an established discipline that directly impacts how modern businesses grow.
Sales Operations typically revolve around helping sales teams be more effective—think commission structures, lead allocation, and workflow tweaks.
Revenue Operations, on the other hand, crosses departmental boundaries to weave marketing, finance, and sales into a single, well-tuned machine. Although people once used the terms interchangeably, RevOps is now an established discipline that directly impacts how modern businesses grow.
How does Revenue Operations create value?
By aligning and fine-tuning a company’s go-to-market (GTM) functions, RevOps ramps up performance in measurable ways. In the tech sector, Boston Consulting Group found that companies employing RevOps reported:
10% to 20% higher sales productivity
100% to 200% boost in digital marketing ROI
15% to 20% jump in internal customer satisfaction
10% increase in lead acceptance
30% lower GTM costs
By aligning and fine-tuning a company’s go-to-market (GTM) functions, RevOps ramps up performance in measurable ways. In the tech sector, Boston Consulting Group found that companies employing RevOps reported:
10% to 20% higher sales productivity
100% to 200% boost in digital marketing ROI
15% to 20% jump in internal customer satisfaction
10% increase in lead acceptance
30% lower GTM costs
Frequently Asked Questions
What is the revenue operations flow?
It’s a strategy beginning with marketing and flowing through sales to ongoing support. The overall aims include raising revenue and lowering costs, although each team pursues these aims in slightly different ways.
How does revenue management differ from revenue operations?
Revenue management zeros in on pricing and market dynamics. Revenue operations put those pricing insights into practice across customer interactions, data analysis, and streamlined workflows.
Final Thoughts
Revenue Operations is a powerful approach for achieving consistent, predictable growth. By uniting sales, marketing, finance, and customer success around shared goals, it clarifies how every campaign and contract ties into the bottom line. Once implemented, RevOps often leads to higher sales productivity, stronger marketing ROI, and a more cohesive customer experience. In today’s competitive arena, that’s a formula for long-term success.
Frequently Asked Questions
What is the revenue operations flow?
It’s a strategy beginning with marketing and flowing through sales to ongoing support. The overall aims include raising revenue and lowering costs, although each team pursues these aims in slightly different ways.
How does revenue management differ from revenue operations?
Revenue management zeros in on pricing and market dynamics. Revenue operations put those pricing insights into practice across customer interactions, data analysis, and streamlined workflows.
Final Thoughts
Revenue Operations is a powerful approach for achieving consistent, predictable growth. By uniting sales, marketing, finance, and customer success around shared goals, it clarifies how every campaign and contract ties into the bottom line. Once implemented, RevOps often leads to higher sales productivity, stronger marketing ROI, and a more cohesive customer experience. In today’s competitive arena, that’s a formula for long-term success.
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Click to copy
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