Mid-sized companies typically add roles like operations, enablement, insights, and tools to their go-to-market teams for better collaboration and focus.
While not all roles may be feasible, they're a good starting point for RevOps alignment.
Yet, without a dedicated RevOps leader, there is less collective accountability. Consequently, functions and RevOps-specific roles might lose direction without central oversight.
Large companies with ample resources can fully reorganize under the RevOps umbrella. But... there is one objective to make it work.
RevOps needs to be an independent function sitting next to sales, marketing, and customer success leaders, not behind them.
Otherwise, the Revenue Operations team becomes an order-taker and system admin, not a strategic advisor, and business partner.
As you can see, an independent Revenue Operations team centralizes all RevOps responsibilities under one leader, promoting maximal alignment.
We positioned the RevOps team in the organizational structure. Now, let's look at the key objectives of a Revenue Operations team in a company.
RevOps as an independent function sees sales, marketing, and customer success as its internal customers.
It seeks to replicate and repeat revenue growth by optimizing the customer experience (among other things).
As a result, RevOps provides visibility into the full customer journey. That allows for:
Increasing customer retention & reducing churn rate.
Before you jump into building the Revenue Operations team, you need to gain a comprehensive understanding of your current revenue-generating operations.
Otherwise, you lose resources on bad hiring and focus on initiatives that don't solve the most pressing business issues.
To do that, asses your operations in 6 key areas based on our Revenue Excellence Maturity Model:
Build a RevOps team structure with a RevOps leader on top overseeing 4 core roles.
You need to determine how to distribute these responsibilities based on company needs and resources.
RevOps leader oversees all revenue operations roles in the company. The right person for the job needs to:
Pretty impressive scope, huh? In reality, it's really hard to find a person with such skills and seniority inside the company.
This is why a RevOps leader is usually an external hire.
Operations management focuses on providing sales and marketing with the necessary resources and handles:
RevOps enablement assists sales, marketing, and customer success by streamlining their daily processes and removing unrelated tasks. It includes:
Insights gather and convert data into actionable intelligence, performing tasks similar to data scientists or business analysts. They're responsible for:
This role oversees the technology used by the team, including understanding necessary solutions, managing the tech stack, and having technical know-how.
The person responsible for that role should be familiar with your:
And have the ability to build a robust tech stack as well.
Example of workflow for up-sell and renewal deals that streamlines sales and customer success process.
Example of sales - customer success handoff playbook that streamlines cooperation between sales and customer success.
Example of won/lost deals analysis dashboards from HubSpot that gives actionable insights into why deals are lost.
Tech stack integration map that shows tools essential at every stage of the customer's purchase path.
When building Revenue Operations teams, you can start by evaluating and training current employees.
But... that approach has its limitations, especially when it comes to skills, time, and in-depth expertise.
In this case, hiring a RevOps agency offers several advantages over training current employees:
1, Ready to implement frameworks
RevOps agencies specialize in Revenue Operations and have extensive experience working with different organizations.
They bring best practices and industry insights that can accelerate the implementation of Revenue Operations strategies.
2. Objectivity
The agency brings fresh eyes. It can identify gaps, inefficiencies, and areas for improvement that might be overlooked by employees who are too close to the operations.
3. Time and efficiency
Training current employees for Revenue Operations functions is time-consuming. It often requires significant investment in resources and training programs.
Hiring an external agency allows you to tap into their existing expertise and resources immediately, saving time and accelerating the results.
4. Scalability
RevOps agency has a dedicated team of specialists who can quickly scale their efforts based on your company's needs.
5. Cost-effectiveness
While hiring an external agency comes with a financial investment, it can be more cost-effective in the long run.
Additionally, agencies typically offer flexible engagement models, allowing you to tailor the scope and duration of their services to align with your budget.
If you want to learn how MAN Digital can help implement revenue operations in your company:
Book a strategy call and let's talk RevOps.