RevOps is founded around three pillars: Process, Platform, and People. Each pillar is a foundational building block upon which the next pillar is built. When you have each pillar adequately defined, you can achieve focus, clarity, and accountability throughout your organisation.
RevOps means that revenue does not simply happen by chance but becomes predictable. According to Boston Consulting Group, B2B companies investing in RevOps have experienced 10-20% increases in sales productivity in the last few years. Tighter alignment between disconnected teams (for example, sales and marketing) produces even more tangible results:
Historically, sales, marketing, and customer success would focus on meeting departmental goals, working in their technology stack with their budgets and resources. This led to siloed, disconnected data and activities that didn’t match up. Revenue Operations teams use a single source of truth to measure and analyse the entire funnel, reduce friction between go-to-market teams, and make decisions to achieve joint goals.
Listen to Nick Watt, Director of Client Operations at Demand Exchange, explaining the importance of having an aligned team.
You operate like a well-oiled machine when you have a strong revenue operations team. This has a positive domino effect—consistent tech stacks, clear customer expectations, happier customers, more sales, and predictable growth.
When your go-to-market teams aren’t aligned, it may seem like you’re on the same page, but you speak a different language. In disconnected groups, marketing can be meeting one set of goals (number of people at an event, webinar attendees, eBook downloads etc.), but if sales aren’t hitting revenue targets, achieving those goals won’t mean much in the bigger picture. Alternatively, if marketing is delivering what they believe are qualified leads according to plan, but sales are not working those leads, the entire revenue organization is at risk. This is what disconnection looks like.
The data shows that companies that align their departments and functions outperform those that don’t. Public companies with RevOps functions saw a 71% higher stock performance than those without, according to research by Forrester in 2019. Forrester also concluded that companies using RevOps principles saw a 19% growth increase and 15% higher profits than those who continued with a more traditional business model.
In a separate study by Dun & Bradstreet, 94% of business leaders agreed that aligning sales and marketing had gained prominence. However, according to the Pedowitz Group and Ascend2 study, only 29% of the surveyed professionals said their teams were fully aligned. About 21% of customer success professionals said their fully aligned, while 32% of sales and 36% of marketing professionals felt they were fully aligned.
As Forbes put it, “Revenue operations was created as an “end-to-end process of driving revenue, from the moment a prospect considers a purchase (marketing) to when you close the deal (sales) to their renewal and upsell (CS). The result of this orchestration is faster growth and more profit.”
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