You’ve heard the term “RevOps” tossed around in meetings, and you may even work for a company touting its revenue operations as the secret to its success. But what does RevOps really mean, and do your company’s processes embody the ethos of revenue operations?
Let’s break down some of the questions surrounding RevOps.
First things first…
What is RevOps?
Revenue operations align revenue-generating teams across the entire customer lifecycle. The goal is to drive growth through smart, efficient operations and revenue accountability. Research shows that by 2025, 75 percent of the highest-growth companies in the world will launch a revenue operations model. What’s the appeal?
Rather than separating teams with siloed processes, RevOps breaks down department silos and drives a holistic, dynamic approach to lead generation and revenue growth. It streamlines processes, reduces redundant workflow, and keeps every department informed.
If your company has RevOps, which teams take part in making decisions about revenue strategies?
Most revenue operations models include sales, marketing, customer success, and finance. In a company using RevOps, each department should have equal representation in decision-making and defining business objectives and goals. If sales is the only department making these decisions, you’re not using RevOps.
If you have a VP of RevOps, how do other department leaders collaborate with them? What are their responsibilities? Who do they report to?
Your VP of RevOps is the main source for revenue strategies, which should include heading up strategic decision-making processes related to revenue generation, operational efficiency, and business growth. They oversee the collaborative revenue-generating functions across departments like sales, marketing, and customer success, fostering seamless communication. They also dedicate time to improving revenue-generating processes and allocating resources.
This should be a leadership position that answers directly to the CEO. If your RevOps VP answers to a marketing or sales VP, guess what? Your company isn’t RevOps.
Do your sales and marketing teams work together to define SLA standards?
These formal agreements that outline expected service levels and the accompanying metrics define the expectations and responsibilities between these two departments.
The driving force behind RevOps is better alignment among your revenue-generating teams. Studies show this model can pay off. When teams align their goals and objectives, 72 percent of those surveyed believe it positively impacts job performance.
However, if sales and marketing have mismatched objectives, have inconsistent lead routing, or lack clearly defined metrics or targets on which both teams agree, your company isn’t in the RevOps game.
If sales and marketing teams use separate systems that don’t integrate well, that’s a sign that RevOps isn’t in play. And if disjointed customer service leads to customer churn—the blame game and finger-pointing that will likely commence are another indicator that RevOps doesn’t live here anymore—if ever.
How about establishing ICP?
The same risks also apply to defining the ideal customer profile (ICP). When sales and marketing aren’t aligned, the results are often conflicting views on customer characteristics and messaging and poor lead handoffs, which are frustrating for both teams.
Are you building territories all of the time?
Well, that’s just sad. Yes, you’re using RevOps, but there’s an easier way to build territories.
As your business evolves, so do your sales territory needs. In the early stages, a simple model may suffice. But growth brings complexity, and with a sales team of a specific size, zip codes alone won’t cut it. It’s time for metrics that matter: account numbers, revenue potential, and geographical boundaries that make sense.
Read More: Territory Management Made Easy with SmartPlan
The need for more precision is the crux of why we developed SmartPlan Maps—to create territories that are not only geographically contiguous but also balanced by metrics that align with your business needs.
SmartPlan Maps provides a simple user interface, prompting you to input the criteria to carve balanced, geographically contiguous territories. In a matter of minutes, you can create balanced territories with as few as seven clicks.
How does Fullcast fit into a RevOps strategy?
Today’s revenue teams are being asked to do more with less. A GTM record of truth is a simple yet powerful tool that improves revenue operations efficiency and company profitability. Companies that automate these processes avoid disputes that sap the energy and motivation of sellers and dollars from the bottom line.
Read More: How to Stop Overpaying Commissions to the Wrong People
Finance will love it because it tracks more accurate commissions. Your marketing team will see qualified leads acted on quickly. sales will appreciate the transparency a single source of truth provides for territory management. Customer success will like the automated reporting from sales to ensure a seamless customer experience and reduce churn.
Fullcast works with your existing systems.
Connecting Fullcast to your existing Salesforce accounts (or any of our current integration partners) is easy. With Fullcast’s two-way integration, any changes within Salesforce will also be sent to Fullcast, so you can confidently plan your strategy, knowing that you’re working with the most up-to-date sales data possible.
Fullcast Provides Multi-Plan Functionality
Many of our customers use Fullcast’s Multi-Plan functionality with terrific results. “While the sales and marketing teams have been using Fullcast for its automated go-to-market planning and operations, other teams are typically still stuck with highly manual versions of the same processes,” says Ashley Kim, director of customer education and engagement at Fullcast. “Bringing additional plans into the app allows you to drive the same Fullcast benefits for other areas of the business.”
Read More about Multi-Plan Strategies
Imagine a seamless handover from sales to customer success where accounts flagged for imminent closing are automatically assigned to a customer success rep to ensure continued service with no delays. Using a system to align sales to verticals and customer success to product mix means sales can use Fullcast to create territories based on company size and vertical and use product mix primarily to make customer success territories.
Not sure you are getting the most value from RevOps? We can help!
Fullcast was built for RevOps leaders by RevOps leaders to bring together all of the moving pieces of our clients’ sales go-to-market strategies and automate their execution. We seamlessly connect go-to-market planning activities with tactical sales execution, enabling your operations, sales, finance, and customer success teams to make continuous adjustments in response to real-time strategy changes. From territory management to performance tracking, we operate with speed, agility, and AI-powered automation.
