RevOps, or revenue operations, is a term that neatly groups a set of functions that are becoming increasingly prevalent in businesses who have adopted digital processes. RevOps describes the team and work geared toward improving often siloed marketing, sales, and customer success functions. Gaining efficiencies in these operational areas promotes revenue growth, hence RevOps.

The following is a scenario that describes some RevOps work:

The challenge

A company providing financial services to small businesses was struggling to keep up with the demands of its growing customer base. Growing the team would only be a realistic solution once growth was consolidated. In the interim, the delays were resulting in service delivery failures, customer dissatisfaction, and more time spent repairing relationships, i.e. putting out fires.

The solution

A RevOps (Revenue Operations) team was put together to streamline operations and improve customer service. They identified manual tasks carried out by staff in service delivery roles that could be automated and sped up. Improvements where implemented allowing staff to focus on more complex tasks, i.e. delivering services and managing client relationships. The changes included:

The results

The company was able to increase availability for customer engagement, reduce the time it took to deliver services, and so improve customer experience. In the process, the RevOps team identified new revenue opportunities within the existing client base.