A typical day in the boardroom hosts various interests and perspectives, each influenced by departmental objectives and individual goals. A common scenario that can occur is outlined below:
1. The head of marketing wants to increase brand visibility by launching a major social media campaign and influencer partnerships.
2. The head of sales wants to invest in additional training and resources to handle increased volume and convert the growing number of leads into sales.
3. The chief financial officer reminds both leaders that there are budget constraints.
4. The chief technology officer voices concern that the company’s infrastructure may need help to handle the surge in traffic and wants to explore scalable solutions.
5. The customer success director agrees with the CTO but wants to invest in software that creates a seamless customer experience to reduce churn.
Although the CEO stands impartial among these departments, I believe a second impartial role needs a seat at the executive table to help navigate these special interests: director of revenue operations (RevOps).
As one of the fastest growing roles in the U.S., the director of RevOps focuses on harmonizing sales, marketing, finance, product, and customer success to drive seamless revenue generation and bring an impartial, holistic view to the table.
Many companies rely on a variety of titles to drive Go-to-Market initiatives. However, companies that hire a RevOps leader experienced a 21 percent increase in team alignment and productivity across GTM. By 2025, 75 percent of the world’s highest-growth companies will launch a revenue operations model.
The RevOps leader routinely makes decisions that transcend departmental silos to ensure the organization’s success as a cohesive unit. RevOps leaders can drive more effective and efficient revenue operations by leveraging their specialized skills and dedicated focus.
As part of the executive team, a RevOps leader can develop and oversee an integrated revenue strategy that encompasses sales, marketing, and customer success. When viewed as part of the executive team, it becomes the RevOps leader’s job to ensure that revenue operations align with the company’s strategic goals and vision through efficient operations, accountability, resource allocation, and performance metrics. Here’s how:
They Foster Operational Efficiency
You need to know where the puck is going. Armed with valuable data insights and analytics from each department, the RevOps leader can drive informed, data-supported decision-making across the entire organization.
Think of the RevOps leader as the company wheel’s hub, with all revenue operations branches meeting at the center. The result is a streamlined, collaborative process that breaks down department siloes. This provides the RevOps leader with a comprehensive view of each angle of the RevOps team.
They Build Revenue Accountability
While the CEO focuses on high-level strategic decisions and high-profile opportunities to promote the logo, the RevOps leader has one thing on their mind: revenue. RevOps leaders possess in-depth knowledge and experience, specifically in sales, marketing, and customer success, which a CEO might have yet to gain.
That priority holds them accountable for the company’s revenue performance, promoting transparency and responsibility. The buck stops here—literally.
They Allocate Resources Equitably
With so much at stake and limited resources, it’s natural for the head of sales, customer success leader, or the CMO to rally for their agenda to take the lead.
The RevOps leader can influence resource allocation decisions with strategic collaboration among executive peers. This ensures that revenue-generating functions are adequately supported and drive revenue growth with cohesive and unified business strategies.
They Monitor Performance Metrics
What is a RevOps Leader’s superpower? Data. Data that influences decisions and also provides visibility on continuous performance metrics to help the executive team stay agile and responsive to market dynamics.
Partnered with an ownership mentality, the unbiased nature of the RevOps leader’s role means they can be empathetic to team interests while also sustaining the company’s long-term vision. You can listen to everybody, but you can also push back and test some of it. But ultimately, you’re going to make the best decision for the company.
RevOps leaders bridge the gap between departments and foster cross-functional collaboration. Their presence on the executive team enhances accountability and resource allocation and ensures scalability and adaptability in a rapidly changing market.
With a RevOps leader at the executive level, organizations can better align their strategic goals, drive sustainable growth, and maintain a competitive edge in the industry.
Listen to my full interview with on the Go To Market podcast here.
