Many people talk about RevOps leadership, but only some fully understand what that means. You may be surprised to learn that the VP of Revenue Operations title has soared over 300% in recent years, despite 23% of RevOps leaders holding the position for over a decade.
While it’s easy to toss around buzzwords and industry jargon, truly grasping the role of a revenue operations leader requires a deeper dive.
During a recent interview with Not Another Podcast with David Politis, Fullcast CEO Ryan Westwood flipped the script on the stereotypical CEO role of providing answers and shared details about his experience reaching out to over 60 RevOps leaders with questions. Ryan wanted to understand their unique management and leadership skills, challenges, goals, unconventional work hours, and how they see their organizational role.
He discovered a specialized group of unsung heroes who work tirelessly behind the scenes, integrating sales, marketing, and customer success to drive sustainable growth. Their unique blend of data-driven insights, cross-functional collaboration, tech-savvy expertise, and change management skills sets them apart. So how can companies leverage this superpower?
Ryan uncovers three factors that define the real essence of successful RevOps leadership and why it’s crucial for your company’s success.
1. A RevOps Leader’s Success Is Often Behind The Scenes
When companies hit the revenue mark, the CRO usually gets the credit. Moreover, when efficiency and dogged determination help to hit the EBITDA mark, the CFO gets the accolades. But the RevOps leader is the one who’s putting together the strategy.
Companies that recognized the strategic advantages of a dedicated RevOps function saw a 71% higher stock performance than those without.
2. A RevOps Leader Performs Best When Part of the Executive Team
RevOps leaders perform best when part of the executive team because they bring a holistic view of revenue generation that is essential for strategic decision-making. Your company’s revenue potential depends on an empowered and informed RevOps leader who can seamlessly integrate insights from sales, marketing, and customer success into the broader business strategy.
Did you know 82.9% of RevOps pros are looking to take the next step in their careers within the next year, with 35.4% of them looking elsewhere if they can’t progress in their current organization?
RevOps leaders will maximize their skills as part of the executive team. In this role, they have the authority and visibility to drive cross-functional initiatives, align departments toward common goals, and ensure that data-driven insights back every decision. This executive presence enables them to champion efficiency, innovation, and growth, ultimately unlocking the full revenue potential of your organization.
3. RevOps Leaders Want Technology To Reinforce Data-driven Insight and Expertise
RevOps leaders want technology to reinforce data-driven insight and expertise because leveraging precise, actionable information is the key to their success. The term “reinforce” is crucial; it means that technology should support and enhance their analytical prowess, not overshadow it.
If your company hasn’t yet invested in AI-driven digital transformation, now is the time. Huge announcements from Salesforce, Microsoft and Hubspot on their Generative AI offerings elevate and empower RevOps with advanced tools and platforms to ensure solid data-back decisions to optimize processes, predict trends, and make informed strategic choices.
These technologies act as a backbone, providing the robust support needed to transform raw data into powerful insights and amplify their ability to drive revenue growth and operational efficiency.
Salesforce data shows that 81% of sales teams are either experimenting with or have fully implemented AI, and 83% of sales teams with AI saw revenue growth this year compared to 66% without AI.
By breaking down silos and fostering collaboration, RevOps leaders ensure every department works toward common goals to maximize revenue potential. Their expertise in leveraging technology and AI transforms raw data into powerful insights, driving informed decision-making and continuous improvement.
Celebrating the value they bring is essential, as their behind-the-scenes efforts are the backbone of a thriving, agile, and competitive organization. RevOps leaders propel the company forward and lay the foundation for long-term success.
Listen to the full interview here.
