Revenue operations (RevOps) is currently one of the most trending terms for B2B companies. In simple terms, B2B RevOps is a single function that combines customer success, marketing, and sales with a common vision — revenue growth.
Some B2B companies still have different teams such as CustomerOps, MarketingOps, ProductOps, and SalesOps, led by different departmental heads. However, each team has its own set of challenges, perspectives, and visions that they bring to the revenue operations team.
And, often, these teams are not aligned. In some cases where the goals and vision of some of these teams overlap, they have different approaches and solutions based on their expertise and skills.
This is where B2B RevOps comes in. It helps in breaking down silos and aligning the teams to meet the revenue-growth goals of the company.
Research suggests that well-aligned marketing and sales teams can generate 200% more revenue from marketing campaigns. Also, B2B companies with aligned marketing and sales teams can generate up to 38% more sales and gain up to 36% more customer retention.
Therefore, if you want to align your customer success, marketing, and sales to ensure better revenue growth, B2B RevOps may help you build the alignment.
Why B2B RevOps Is So Important
The most successful B2B marketing and sales strategies are not only targeted at generating leads; they also focus on generating customers and ensuring a steady growth of revenue. That’s why a framework to align both functions is a critical need.
The simple solution for this requirement is revenue operations. It is especially important for B2B companies as they face consistent revenue growth challenges. Per research by LeanData, across all industries, consistent growth in revenue is a challenge for 78% of B2B companies.
Revenue operations’ role is to ensure responsibility and synchronization among the activities and goals of a B2B company’s marketing and sales teams that are responsible for boosting and driving revenue.
According to a report by the Boston Consulting Group (BCG), other benefits of revenue operations for B2B companies are:
- 100% to 200% growth in digital marketing ROI
- 30% cut in go-to-market expenses
- 15% to 20% increase in overall customer satisfaction
- 10% to 20% growth in sales productivity
- 10% surge in lead acceptance
Per Forrester, B2B companies adopting revenue operations are witnessing approximately 71% better stock performance.
How to Determine If RevOps Is Right for Your Company
Even though revenue operations come with a host of benefits for a majority of B2B companies, it may not be a good fit for yours.
If you feel your company has multiple tools that don’t integrate with one another, it can be a good decision to adopt revenue operations to align your tools and tech stack into a centralized platform that can help all your business functions.
With customer expectations, your business also needs to evolve. If your business is operating on broken and old processes and methods, you need revenue operations to build a team of resources that can keep processes updated per the current requirements of your customers.
How RevOps Helps in Establishing Alignment Between Marketing and Sales
The foundation of alignment between marketing and sales function is “communication.” When both functions communicate with one another clearly and frequently, their efforts combine to increase a B2B company’s revenue. There is synergy between their processes and teams, which results in a streamlined flow of leads from marketing to sales.
While strong alignment between marketing and sales is one direction to grow your B2B company’s revenue, it’s equally important to focus on great customer experience.
Per another research by LeanData, 95% of B2B companies agree that the ability to ensure a positive and smooth customer experience throughout the customer lifecycle can help in growing revenue.
Revenue operations help in solving all the above-mentioned challenges by:
- Bridging the gap between marketing and sales
- Developing strategies to enhance customer experience and optimize the complete customer experience lifecycle
- Providing effective cross-functional support
How a RevOps Function Structure Looks in a B2B Company
Here’s an example of what a typical RevOps function structure looks like:
Level 1: CXO
Level 2: Reporting to the CXO: Head of RevOps, Head of Marketing, Head of Sales
Level 3:
- Reporting to the Head of RevOps — Head of MarketingOps, Head of SalesOps, Head of SystemOps
- Reporting to the Head of Marketing — Marketing Team
- Reporting to the Head of Sales — Sales Team
Level 4:
- Reporting to the Head of MarketingOps — MarketingOps Analyst
- Reporting to the Head of SalesOps — SalesOps Analyst and Sales Enablement Team
- Reporting to the Head of SystemOps — SystemOps Analyst
The CXO is typically a Chief Revenue Officer (CRO). A CRO is typically responsible for a wide range of activities, all of which are focused on revenue generation. Their responsibilities generally include:
- Improving marketing segmentation
- Boosting sales performance
- Building pricing strategies
- Enhancing customer satisfaction
If your company needs to align your teams and grow your revenue, we’d love to meet with you to discuss ways we can help.
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