Imagine you’re running a grocery. The sales team is the cashiers, the marketing team is the people who stock the shelves and put up the signs, and the customer success team is the people who help customers find what they need and maybe help with their bags. RevOps is the manager making sure that all of these teams are working together to make the store run smoothly and generate more revenue.
Not a perfect analogy but it helps.
The manager’s job is to coordinate the activities of the sales, marketing, and customer success teams so that they are all working towards the same goal: increasing sales. The manager also needs to make sure that the store has the right products in stock, that the prices are competitive, and that the store is clean and well-organised.
Image: Bunch of vegetables. Photo © nrd, Unsplash
In the same way, RevOps, or Revenue Operations, is responsible for coordinating the activities of the sales, marketing, and customer success teams to generate more revenue for the business. RevOps also needs to make sure that the business has the right products and services in place, that the prices are competitive, and that the customer experience is excellent.
Examples of possible RevOps in a grocery
- Develop and implement new processes to improve efficiency and profitability
- Analyse data to identify trends and opportunities
- Work with the sales team to create sales goals and incentives
- Work with the marketing team to develop marketing campaigns that drive traffic to the store
- Work with the customer success team to develop programs that increase customer loyalty and satisfaction
Although a fairly new term, RevOps has been evolving as a discipline for some time. As businesses adopt tech advances, like cloud CRM software, they are gaining the potential to more effectively coordinate marketing, sales, and customer success teams. In small businesses, RevOps is often handled by one person or a small team. But in large businesses, RevOps can be a complex operation involving hundreds of people. Either way, the discipline is being formalised as a function in businesses regardless of size or industry.
By coordinating the activities of the sales, marketing, and customer success teams, RevOps can help businesses generate more revenue, improve their customer experience, and become more profitable.
Contact Williamson to discuss how we can develop and/or support your small business RevOps.
