The Future of RevOps

Staff WritersB2B technologyForecasting & Performance ManagementPrice Optimization & Revenue Management

By STS Staff Writer On May 6, 2022

RevOps, Revenue Operations is the talk of the town. Not to mention that it has become the fastest-growing title in tech…

RevOps is gaining momentum, but it is still a new role in the typical sales environment. Further, sales leaders are taking time to understand the term and its usefulness in sales. If you are also sailing in a confused boat, we have your back. In the following section of the article, we will try to cover:

What is RevOps?
What are the top RevOps trends to watch
Top RevOps leaders in the market.

What is RevOps?

Revenue Operations is different from sales operations, and here is what you need to know.

All the teams operate differently in an organization, but they work for the same goal. Each team has a leader and for most of the parts, it works. The challenge here is, each function is siloed. When each team has a different leader, each leader will have different goals, incentives, and priorities. In the long-run, these distinctions interfere in a company’s growth.

RevOps was developed to solve this puzzle. It is a centralized function consolidating all the historically-siloed business functions. It is a single team serving all revenue-generating business units including sales operations, marketing operations, customer service operations, and systems.

The tasks of RevOps

The RevOps function is responsible in streamlining all the systems, processes, and data that clients use every day. Whether the work is around administration or implementation, design or documentation, the operations team takes care of building the tracks and keeping all the trains running on time.

Top RevOps trends to Watch in 2022

If you have already put forth a RevOps team or are thinking of building one, you would need a few main points to keep in mind. Here we walk you through the top RevOps trends from some popular forward-thinking experts. Here is what they quoted:

Increasing demand for RevOps professionals and new tech stack

Josh Alhat, Operations Manager, Sales at QuestionPro quoted in an article that as there is a boom in the tech start-ups, it is natural that companies will bring in new roles to solve newer problems. As we saw the emergence of Sales Enablement, we will soon witness an upward curve in RevOps. In the current company set-up, RevOps. It solves a major problem by segregating the functions of marketing, sales, and customer success.

Some of the titles to be taken are Director of Revenue Operations, VP of Revenue Operations, Chief Revenue Officer, and the like.

Streamlining Processes with automation and integration

In the words of Candice Gervase, Commercial Technology Manager at Metabolon and Rajesh Kandula, Senior Advisor, Solution Architect at Ciena, a RevOps team can only work amidst robust integration and automation backup. Modern organizations need to think beyond the traditional tech stack and bring a makeshift towards an innovative mindset, which helps in orchestrating processes across all applications.

A unified tech stack will make the RevOps team more efficient, bring transparency to the processes, help to better allocate resources, and increase a collaborative flow of work for the RevOps team. RevOps will lean on automation and integration completely.

More Technical Focus on the RevOps Role

Borys Aptekar, Senior Manager, RevOps at Instabase believes that we have ample opportunities and technologies in the RevOps space. He reinstated that there is a general lean towards solving the systems, but integrating disparate tools and getting consistent data flow shall require automatic excellence. Organizations must build scalable data structures, manage design, development, release cycles and avoid any tech debt.

RevOps to offer valuable insights throughout the entire customer life cycle

In the words of Lauren Sanborn, Director of Revenue Operations at CallRail, a prospect begins his journey with a brand as an anonymous visitor. Over time, the same prospect becomes an acquaintance and later a valuable customer. However, it does not end here as brands expect this customer to come again. RevOps has a crucial role to play in this entire customer life-cycle. The RevOps team stitches the journey together to offer valuable insights into sales, marketing, and customer success.

95% of the RevOps professionals have accepted that the new tools and technologies help in delivering a consistent and seamless customer experience. RevOps has proved to be a revenue driver in B2B organizations.

Final Word

Organizations need robust, centralized operations functions to experience a profound effect on the overall company revenues. Well-run RevOps will, undoubtedly, become a competitive advantage for the early adopters in terms of coordination, focus, and incentives.

Not to mention that companies with a strong RevOps team will have a massive advantage in their industry in the long-run.