In today's competitive landscape, marketing plays a crucial role in driving revenue, especially in the B2B SaaS industry. Companies like Gong, Spendesk, or Loom are prime examples of brilliant marketing, succeeding despite having equivalent and cheaper alternatives. This success is often attributed to their Revenue Growth Strategies and alignment with Revenue Operations (RevOps).

A Holistic View on Revenue: Breaking Down the Silos Series

Too often, Revenue Operations focuses excessively on the sales side of the business. This blog is the first in a series called "Breaking Down the Silos," where we explore a holistic view on revenue. By fostering collaboration between various departments, including Marketing, Sales, Customer Success, Products, Legal, or Finance, a business can increase its revenue. We'll look into strategy, operations, systems, and insights, providing actionable tips for your organization.

Strategy

True Revenue Operations has the advantage of being connected across the organization. Including RevOps professionals in strategy conversations can align marketing campaigns with sales strategies and customer success. This alignment can decrease knowledge gaps and identify grow opportunities that else would had been overlooked! In short, involving your Revenue Operation leader in your Marketing Strategy can enhance your Revenue Growth Strategies.

Operations

Marketing's impact on revenue is vital, but often too much emphasis is put on metrics like views, clicks, conversions, or MQLs. While important, the focus should be on increasing revenue by focusing on the one key KPI: marketing revenue attribution. Revenue operations can help optimize the organization to support marketing in focusing on this goal.

Systems

Tracking marketing revenue attribution requires smooth integration from all lead magnets to your marketing system, and then to your #CRM.

Look beyond new business! Understand how revenue from renewals relates to marketing. This emphases the need to nurture existing clients. Revenue Operations can support by designing the systems required to facilitate collaboration.

Insights

Marketing Insights is more than Google Analytics and conversation rates. Like highlighted before it is important to understand how marketing is driving pipeline directly and indirectly. It's impact on the renewal is crucial. Remember, in SaaS we are in the recurring revenue business. Ask yourself how can marketing impact renewals? Lastly, what role does marketing play in product adoption? RevOps can help in all of these domains to gain better insights that drive revenue!

Closing Tips for Better Collaboration

One challenge is that Revenue Operations often struggles to collaborate with marketing. Increasing collaboration can be achieved through:

• Revenue goals as the north star matrix to follow.

• Weekly meetings and close collaborations.

• Have fun, grab a drink, maybe even record a TikTok together!

Aligning Revenue Operations with Marketing for Success

Breaking down the marketing silo is essential for achieving success in Revenue Operations. By aligning strategies, operations, systems, and insights, organizations can create a cohesive approach that drive revenue.