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Revenue Operations
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Scaling a business with revops

Saahil Dhaka
Saahil Dhaka,CEO at Clientell
6 mins read
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The goal of revenue operations, or RevOps, aims to keep all teams focused on revenue while aligning sales, marketing, and customer success operations throughout the customer life cycle. This comprehensive approach is designed to break down silos between departments to work for a common goal of revenue growth.

31% of organizations have now fully automated at least one internal function, according to a 2020 survey by McKinsey.

Effective management of all divisions is required to increase income as businesses move quickly toward automation for productivity. This is the origin of revenue operations, a function that has evolved into a control function for a company's revenue funnel. RevOps encompasses a variety of divisions, features, and resources. RevOps now manages assets and tools that were previously standalone.


Businesses need to evolve to keep up with the accelerating market processes constantly. They need to work on their strategies and update them regularly. RevOps acts as an umbrella and unifies all the teams to create new techniques and training materials. Your GTM teams will have more streamlined processes through RevOps, which allows them to be more attentive to customer needs. Of course, the customer experience is enhanced and ultimately leads to higher customer retention.

Companies often face the problem of having too many tools for their operations. RevOps incorporates tools' acquisition, implementation, and management in a single team. This helps your corporation make lots of money. Implementation of RevOps allows each representative to generate more revenue, resulting in overall revenue growth with the same level of resources. The accuracy and consistency in measurement by RevOps enable you to predict your company's revenue growth. You may plan new approaches and evaluate their effectiveness, from optimizing enterprise search marketing to investing in new areas. How to ensure your RevOps team is successful

B2B brands' reliance on natural growth to increase revenue doesn't always prove effective. For this reason, companies institute the RevOps team to optimize the process. The focus of revenue operations is sales-related objectives. Therefore, it makes sense that this would heavily emphasize sales. However, marketing is crucial for advancing the pipeline's first stages. As a result, any RevOps team should consider marketing operations essential.

Here are five balanced steps for building revenue operations teams.

1. The RevOps Management Structure
Operations management, Enablement, insights, and tools are the four primary responsibilities involved. To make this strategy work, all four must be covered. You can choose how to divide up these duties, however. Your team's size will have the most significant impact on this choice. You might wish to give one person numerous roles, give each one position, or group several people together.

2. Hiring or Training for Revenue Operations
It needs a certain kind of person who can work well with others while remaining independent, highly proactive, and responsible for developing a revenue operations team and achieving collaboration successfully. Core traits and skills include:

  • Technical level: everyone has to pull their weight and achieve results.
  • Collaborative: Look for individuals that are cooperative, respectful, considerate, and effective communicators.
  • Open to learning: Everyone on this team should be willing to attempt new things and be open to learning new things.
  • Ownership: Members of the RevOps team are expected to assume accountability for and ownership of their work.

3. Evaluate Current Revenue Generating Operations
Get a clear picture of your existing revenue-generating operations to understand how things function, your processes, any inefficiencies, what's doing well, and what needs improvement. This means evaluating your:

  • Marketing funnel
  • Sales cycle
  • Deal pipelines
  • Workflows
  • Internal processes
  • Current tech stack performance

Questions, spreadsheet analysis, KPI evaluations, or analytics reports can be used for this. Conduct a thorough analysis of your marketing and sales to identify any weak points, performance gaps, and missed or lost opportunities.

4. Align the team on Goals, Targets, and KPIs
Your RevOps team's priorities should have been determined in the previous phase. It's time to align the RevOps team on actual sales and marketing objectives.
Cross-functional collaboration is RevOps. Even when team members are working independently, nothing should occur in isolation. Everyone on board should be aware of the goal they are pursuing and reach an agreement on what matters most and where things are headed. Aligning cross-functional or interdepartmental teamwork begins with this.
Utilizing tools and technology, you may promote cross-functional team alignment. However, effective teamwork can only happen when all team members are on the same page, and everyone's contribution is valued.
Due to a propensity to just pay attention to sales activities, RevOps team leaders frequently make mistakes in this particular area. Remember that sales drive the last phases of the funnel. The RevOps team will need to rely on reliable marketing operations if you want to reach revenue growth targets routinely.

5. Eliminate Silos
Collaboration between departments is frequently encouraged in a successful company. However, the idea of organizational silos might make it difficult for different groups to engage and communicate. Organizations and employees can flourish if silos are understood and the steps you can take to remove these obstacles. You can use the following steps to break down silos within the organization:

  • Incorporate the organization's vision
  • Frame common goals
  • Provide incentives
  • Promote cross-departmental collaboration

Scale Through Revops

While RevOps is a relatively new concept, it has quickly gained acceptance among companies in just a few years. This is because the market conditions have grown infinitely more challenging for companies, and making a go-to-market structure coordinated between all customer-facing teams is critical for success. Here are some key Revops metrics of that help companies scale-

  • Revenue: Revenue is a crucial metric that needs to be tracked, given RevOps' emphasis on revenue development. By monitoring their revenue, companies can better understand their numerous income streams and how their firm is affected. Depending on the market and industry they are in, businesses might decide to measure revenue across periods, clients, goods, regions, and projects. For companies to understand the percentage of income coming from new clients vs existing ones, tracking expansion and new revenue streams separately is also crucial.

  • Revenue Retention: Attracting new revenue is not the only critical issue for subscription-based revenue models. Maintaining current revenue streams is equally essential. However, research indicates that executives are more interested in acquiring new customers than in keeping existing ones.

  • Churn Rate: To a certain extent, customer churn cannot be prevented. However, the vitality of a company's sales operations is also strongly correlated with the churn rate. A company can learn what it is doing well or poorly, why consumers are unsatisfied, and how to keep them satisfied by looking at its turnover rate. Tracking churn rate is a crucial RevOps indicator that acts as a gauge of the success or failure of customer success as part of the revenue chain because such happiness or discontent frequently directly translates into revenue won or lost.

  • Customer Acquisition Cost(CAC): Customer Acquisition Cost is a crucial indicator for assessing the effectiveness of RevOps' alignment efforts. The process of gaining new clients becomes more cost-effective when efforts to do so are well-streamlined across all go-to-market tasks, boosting the revenue margin and enhancing profitability and growth.

  • Pipeline Velocity: While trailing metrics like revenue and win rates are crucial, it's also vital to acquire insight into the various phases of customers' interactions with the business. Companies can monitor the development of their revenue processes and spot any significant friction areas by measuring their pipeline velocity.

  • Conversion Rate: Similar to pipeline velocity, tracking conversion rates enables businesses to assess how successfully prospects are being converted into customers and pinpoint any adjustments required to enhance customer journeys.

  • Customer Experience/Satisfaction: Customer centricity is critical in driving revenue generation. To assess customer health holistically, RevOps should also monitor customer experience and satisfaction levels at various points in the customer lifecycle.

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