The Definition
Revenue Operations (RevOps) is an integrative device that drives strategic and operational alignment, integration, and collaboration across Go-To-Market (GTM) functions using data and insights, processes, systems and enablement to deliver the desired business impact and customer experience.
Let’s look at each elements on its own.
Integrative Device
RevOps reason to exist is to integrate GTM functions. Don’t confuse this with technical integration. That is one part of it.
Strategic & Operational
RevOps is strategic and operational. Which differs dramatically from other Marketing Ops, Sales Ops or Success Ops which are only operational.
Alignment, integration, & collaboration
As an integrative device, RevOps creates value through alignment, integration and collaboration.
Go-To-Market (GTM) Functions
RevOps impacts all your GTM functions.This can be marketing, sales, support, legal, product, finance, channel, etc.
Whatever is relevant for your GTM.
The Four Pillars
The four pillars Data and Insights, Processes, Systems, and Enablement.
Enablement: Is the process of empowering Revenue Teams with content and training
Process: Is the execution of the GTM strategy.
Systems: Making process more effective with tools, automation, and administration.
Data and Insights: To improve the GTM strategy with data governance, story telling and reporting.
Business Impact
RevOps will make your business more efficient.
Leading to:
Revenue Growth
Cost Reduction
Improved EBITDA
Higher Share Price
Customer Experience
Finally, RevOps is improving the customer experience.
A customer sees a company as one. Not as separate departments.
RevOps as an integrative device makes your business one.
