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What Is RevOps & How Can I Leverage It For My Business?

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RevOps Can Be Confusing, Let's clear The Air!

Liz Quintana | May 23, 2022 | 10 min read

What is RevOps?

If you’ve been seeing the trending term “RevOps” floating around but are confused with the meaning, you’re not alone. Revenue operations, also known as “RevOps,” is so much more than a fancy business buzzword. It is the strategic integration of sales, marketing and service departments to provide a better end-to-end view to administration and management, while leaving day-to-day processes to their selected departments. Simply put, RevOps is a business function that aims to maximize an organization’s revenue potential. So now that you have a better understanding of the term, let’s talk about how you can leverage this process for your business.

Think about the RevOps function like you would if you were booking a flight for vacation. To get passengers from place to place, all departments within the airport need to be a fine tuned machine. The job of RevOps is to coordinate and optimize every stage of that journey. From the advertising and marketing (sales), to the travel experience (customer success), and ensuring all airplane mechanics are in working order (systems).

When used for your business, a RevOps strategy will balance the needs of the customer and keep the departments aligned so they’re working in harmony towards one ultimate goal: revenue generation!

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.”

Don’t make the mistake of thinking about RevOps as just a title or organizational structure. It’s more a way of thinking to help a company optimize all the parts of their unique customer journey. And always with the ultimate goal of increasing revenue. 

The Benefits of RevOps

The Rise of RevOps

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If you’re wondering why RevOps is now coming into focus, remember that it was born from a few core consumer needs not being met:

  1. Marketing Technology – this has become increasingly important in the business landscape.
  2. The management of operations across Marketing, Sales, and Service – this area needed to be more efficient and unified.
  3. The customer experience – customers’ needs evolved and started demanding more connectivity and more personalization at scale.

“Revenue Operations (or RevOps) is a business function that aims to maximize an organization’s revenue potential,” according to the RevOps experts at Ramp Revenues. “How can you leverage it for your business? RevOps drives full-funnel accountability through the alignment of Marketing, Sales, and Service across your organization’s process, platform, and people.”

The overall structure of RevOps is founded around three pillars: Process, Platform, and People.

1. Process

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Having the right processes in place is crucial for creating a culture of collaboration, which is what a RevOps strategy needs to be successful. By implementing uniform processes, you will create accountability and trust within your organization. From there, your teams can collaborate to convert prospects. Additional benefits will start to appear, like shorter sales cycles, improved retention and higher upselling opportunities

2. Platform

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Keeping and having accurate information is the key to success in any situation. Within your business you must connect your technology to provide clear and accurate data around your revenue pipeline. By providing this, individuals can hold themselves accountable for how they directly and indirectly impact the pipeline.  Ramp Revenues recommends leveraging a unified marketing automation and sales CRM platform such as HubSpot, as a single source of truth, across the organization.

3. People

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The third and final pillar is the people responsible for bringing together and managing your process and platforms. Some companies find success creating a specific RevOps team while others delegate the responsibilities among their existing team members.

As these needs emerged, businesses needed a way to solve the gaps in customer experience, operational inefficiencies, and clarify opportunities for revenue generation in the business.

As with any business function, understanding the RevOps term is one step, but implementing it can be a challenging step without the right plan. Just like the definition of RevOps, there is no set guidebook for implementing a RevOps strategy, but there are some practical steps you can take to get started. To learn more contact Ramp Revenues and find out how to get started!

If you’re interested in hearing more, contact Ramp Revenues today for an initial consultation.

Interested in learning more about HubSpot?

See the links below to learn more about HubSpot products, plans, bundles, and pricing: Free CRM ToolsMarketing HubSales HubService Hub,  CMS Hub, and Operations Hub.

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