Are you moving your revenue strategy to a comprehensive RevOps model?
In a poll of the economy’s highest-growing companies, 75% plan to adopt a RevOps business model by 2025.
While popular, RevOps is more than an idea; it’s a process that requires focused attention and specialized leadership. For RevOps to operate effectively, it shouldn’t rely on the Head of Sales or your CMO to manage. Both leaders will undoubtedly prioritize their respective teams.
The natural response would be to add revenue operations to your COO’s already-heaping plate to ensure reporting reaches the CEO. But how can you be sure? Moreover, does the CEO have the capacity to prioritize RevOps issues?
A RevOps Leader ensures that all revenue-generating teams—sales, marketing, customer success, and finance—are aligned under a single strategy. Since misaligned teams can potentially cost a company up to 25% in lost revenue, this alignment is crucial for driving consistent revenue growth while avoiding the pitfalls of siloed processes.
Here are five unique qualifications that show how a dedicated RevOps Leader can effectively manage dynamic GTM conditions and relay strategic insights to the executive team.
1.Maintain Alignment across Revenue Functions
A RevOps Leader ensures that sales, marketing, and customer success are working in sync toward common revenue goals, eliminating silos, and enhancing collaboration. Although 46% of companies currently have a chief revenue officer, a study by Revenue.io found only 10% have the CRO responsible for the Go-to-Market functions of marketing, sales, and customer success.
That’s unfortunate, considering that 21% of companies that hired a revenue operations leader saw improvements in alignment and productivity across their Go-to-Market teams.
According to Forrester, companies that aligned people, processes, and technology across their sales and marketing teams achieved 36% more revenue growth and up to 28 percent more profitability. This alignment is critical for driving cohesive strategies and achieving sustainable development.
2. Strategic Focus on Revenue Optimization
A RevOps Leader can analyze and refine revenue processes to lead all the RevOps teams toward maximum efficiency across the entire customer journey. This means faster sales cycles, higher conversion rates, and improved customer retention, which ultimately boosts revenue.
Fullcast can help optimize revenue through a comprehensive suite of features to enhance sales performance and strategic planning with no spreadsheets and messy integration hassles. Some of those features include:
- Dynamic quota management allows real-time adjustments to sales targets based on evolving market conditions.
- Territory design and management ensure that sales reps are strategically placed in areas with the highest potential.
- Market segmentation capabilities enable precise targeting of high-value opportunities.
- Performance analytics provide deep insights into sales trends and effectiveness.
With automated resource allocation and incentive compensation plans, Fullcast aligns sales efforts with revenue goals, and the AI-supported forecasting and pipeline management tools enable accurate revenue predictions.
3. Engage in Data-Driven Decision-Making
Fullcast integrates with your CRM system to leverage existing data. With a chief revenue officer calling the shots, GTM teams can leverage this data more effectively to drive intelligent and collective strategic decisions. The result is more accurate forecasting, better resource allocation, and unique agility to manage dynamic market changes.
Revenue.io found that less than half (41%) of companies don’t have RevOps and lack plans for it in the future. Early adoption could give companies a competitive edge under a focused Revenue Operations Leader who follows the data.
4. Monitor Scalability and Operational Efficiency
As companies grow, the RevOps Leader ensures that processes and systems scale effectively without losing efficiency. This prevents bottlenecks and supports smooth, continued growth and consistently positive customer experiences.
Salesforce reports that 76% of customers expect a consistent experience when interacting with different departments within a company. Even then, 54% of customers often feel they are engaging with entirely separate entities when dealing with various departments. The solution is clear accountability and process ownership.
5. Dedicated Accountability and Ownership
A commitment to RevOps, albeit super trendy, will undoubtedly need a shift in executive duties. Most companies don’t consider that change. For instance, only 11% of Fortune 100 companies report having a Chief Revenue Officer—a position primarily in charge of managing every branch of RevOps—in their C-suite.
Unlike operations adhering to sales or marketing influences, the RevOps Leader should own the entire revenue process. This accountability drives performance and ensures that all teams are aligned with revenue goals and working toward common objectives.
This also enhances customer satisfaction, loyalty, and lifetime value, directly impacting the bottom line. “If you look at the makeup of a real CRO, holistic with revenue, they should be the right hand of the CEO,” says Mary Grothe, host of the House of Revenue podcast. “A great CRO can solve so many revenue problems because most revenue problems inside of an organization are caused by having department heads and not a holistic leader.”
“A CEO needs to be visionary, run the company, and not be the Head of Revenue,” Grothe added. “It may work for a certain point, but there is a tipping point when you need a CRO, and that CRO is not your VP of Sales.”
Your revenue operations need expertise. A RevOps Leader that answers to the executive team can help bridge gaps between strategy and execution by applying focus and expertise that can drive sustained revenue growth and ensure that companies meet goals with precision and agility.
