The Rapid Rise of Revenue Operations (RevOps)
Posted: Wed Dec 04, 2024 8:25 am
Revenue is the lifeblood of any company.
It is the connective tissue that glues businesses together. After all, a company is only successful if it is generating revenue that exceeds its expenses.
For decades, the primary stewards of this revenue growth were nurse database marketers and sales professionals. Marketers grew awareness for the business and generated leads that sales would use to close new deals. Those are the positions that likely would first come to mind.
But behind your marketers and sales professionals in modern organizations is a team of people that make their work possible. They collect and analyze data from across the customer journey. They manage the internal tech the company uses to execute their strategies. They build out processes. These teams are commonly known as marketing ops and sales ops teams.
Ops were, until recently, underutilized and underappreciated in many organizations. They often do the heavy lifting. Strong operational resources are a necessity for companies that want to grow reliably.
A Data-Driven World
With the amount of data that organizations collect growing exponentially comes added capabilities and complexity. Collecting more data enables companies to put themselves in a position to optimize processes and deliver more effective marketing and sales initiatives, growing revenue while providing a better experience to consumers.
But the fact is that marketing ops and sales ops teams were designed to serve their departments. Overall revenue is an adjacent focus of those teams. Marketing ops teams work to improve their marketing — that is, to grow awareness for the brand and the number of leads the team generates.
The success of sales operations teams are more tightly connected to revenue, but their concerns are still broader than straightforward revenue generation. Their goal is to serve and improve sales initiatives.
In a data-backed world, this has left organizations with a large skill gap. Even in companies where marketing and sales alignment is a prime concern, the ops teams still lack the singular focus on revenue that they need to tie these teams together toward a common goal.
It is the connective tissue that glues businesses together. After all, a company is only successful if it is generating revenue that exceeds its expenses.
For decades, the primary stewards of this revenue growth were nurse database marketers and sales professionals. Marketers grew awareness for the business and generated leads that sales would use to close new deals. Those are the positions that likely would first come to mind.
But behind your marketers and sales professionals in modern organizations is a team of people that make their work possible. They collect and analyze data from across the customer journey. They manage the internal tech the company uses to execute their strategies. They build out processes. These teams are commonly known as marketing ops and sales ops teams.
Ops were, until recently, underutilized and underappreciated in many organizations. They often do the heavy lifting. Strong operational resources are a necessity for companies that want to grow reliably.
A Data-Driven World
With the amount of data that organizations collect growing exponentially comes added capabilities and complexity. Collecting more data enables companies to put themselves in a position to optimize processes and deliver more effective marketing and sales initiatives, growing revenue while providing a better experience to consumers.
But the fact is that marketing ops and sales ops teams were designed to serve their departments. Overall revenue is an adjacent focus of those teams. Marketing ops teams work to improve their marketing — that is, to grow awareness for the brand and the number of leads the team generates.
The success of sales operations teams are more tightly connected to revenue, but their concerns are still broader than straightforward revenue generation. Their goal is to serve and improve sales initiatives.
In a data-backed world, this has left organizations with a large skill gap. Even in companies where marketing and sales alignment is a prime concern, the ops teams still lack the singular focus on revenue that they need to tie these teams together toward a common goal.