Short introduction to RevOps

As your company continues to grow, departments and teams might lose sight of what’s important and start focusing on different goals and processes. And this is why RevOps was created.

According to a SalesForce 2021 report, almost 60% of executives admit that they do not completely understand what revenue operations is exactly, although 86% say that their company wouldn’t be able to survive without it. So what is RevOps? What are RevOps specialists’ responsibilities? What challenges do they face? And what does RevOps have to do with automation and service and integration? We answer these and other pressing RevOps questions in today’s article.

What is RevOps?

RevOps is called many things — a method, an operating model, a function, etc. We say it’s all of that and more. Essentially, it encompasses all the operations that could help drive revenue up and better connect departments. The ultimate goal is to align marketing, sales, and customer service teams across your organization’s processes, platforms, and people.

To achieve these goals, the revenue operations model centralizes tech stack management and data governance outside of IT. All of this is done with one matter in mind — revenue. RevOps teams view revenue as a reflection of the supply chain, rather than as a fortunate byproduct. According to them, it’s a pipeline that requires the most efficient of procedures and platforms.

The RevOps framework includes the following four key components:

1. Data — proper data extraction and transformation are key to making data-driven decisions regarding company revenue.
2. Processes — design, management, and tracking of every marketing, sales, and customer service process;
3. People — the heart of any RevOps department. The framework’s implementation is the responsibility of both leaders and RevOps experts;
4. Technology — revenue operations professionals require the latest software not only for dealing with data but also for automating workflows and integrating apps required for RevOps execution. To learn how to manage and optimize these processes, visit AINSYS, a platform for automation and service integration.

What are RevOps professionals responsible for?

First of all, RevOps experts take care of tech stack management. They decide which no-code or low-code tools to use in order to create the right infrastructure. Also, while RevOps professionals are not supposed to manage any budgets, more and more organizations ask them to track the ongoing and new costs of operations software.

Secondly, data governance, namely management and distribution of data assets inside of the company. This might include a wide range of use cases, such as controlling how data flows through funnels and administering digital asset management (DAM) solutions for distributing sales collateral.

Last but not least, security. Since RevOps teams are the primary keepers of data, as a result, they often have to deal with data security as well. Data security measures include formal business certifications, such as SOC 2, or more-specialized regulations such as GDPR and HIPAA (for healthcare).

Since RevOps is a relatively young framework, it’s often the professionals from marketing, sales, or customer service that believe RevOps could positively affect the company and choose to transition into the role. Let’s look into what operations RevOps experts can help you take care of.

Marketing operations

• Lead Lifecycle Management. The entire process of evaluating, segmenting, qualifying, and routing leads to your sales team. This also includes uploading new lead lists into the system, completing missing lead info, lead-to-account matching, and properly tagging the most important leads;
• Marketing metrics and analytics, including using software to measure and visualize marketing campaign performance;
• Promotion and advertising. Promoting marketing campaigns and assets through paid and organic channels, as well as moving leads through conversion rate optimization (CRO) or lead form strategy and incremental testing.

Sales operations

• Quote to cash. Converting closed-won deals to revenue through contract processing contracts;
• Building consensus and approvals for non-standard sales deals among teams;
• Forecasting future sales by analyzing team capacity and pipelines;
• Enabling sales with appropriate collateral.

Customer operations

• Responding to customers;
• Prioritizing communication with the right customers;
• Logging customer calls and emails.

There are plenty of issues that RevOps teams run into while dealing with these operations and other departments. AINSYS has become the best helping hand to them. Our developers will help any revenue operations expert to solve the problem of choosing the appropriate software for handling operations. We know that locating the best software for fitting a specific business need and closing skills gaps can be challenging. But we can help you with that.

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