Everybody is talking about RevOps — or at least it seems that way. But, as a marketer, you may be wondering “What is all the buzz about?” Translation: What can RevOps do for me? The answer is plenty.
Early reports point to multiple significant benefits when companies deploy revenue operations capabilities — from breaking down silos to helping meet customer expectations.
RevOps is a key component of innovative businesses that is focused on driving predictable revenue through the alignment of marketing, sales and customer success. RevOps involves four core pillars — people, processes, technology and data.Although relatively new on the scene, Gartner predictsthat 75% of the world’s highest growth companies will deploy RevOps by 2025
RevOps Benefits for Marketers
Here are five of the leading benefits marketers can gain when organizations deploy a RevOps function.
Break down communication silos between marketing and sales
For decades, organizations have tried to break down marketing and sales silos with gimmicks: renaming teams, reengineering business processes and adopting complicated tech stacks. Sometimes improvement is seen; most times, things get more disparate.
A 2021 research study found that nearly 50% of the respondents said their organizations lacked alignment. What’s more, revenue growth is 73% more likely to be found in businesses that report good alignment. The lack of alignment costs businesses revenue and growth opportunities. For one thing, disparate teams can’t collaborate effectively if they operate on their own isolated platforms and have no way to connect them.
But RevOps doesn’t work unless the silos are eliminated. For example, RevOps needs to tie the revenue success of every department together. When you breakthrough your silos, you can unify your tech stack and data,and align everyone around a single business goal and a single source of truth.This boosts overall efficiency and delivers better customer experiences.
Kuno Creative demonstrated how effectively synthesizing disjointed systems can positively impact a business’ bottom line in this case study.
Leverage leading-edge technological capabilities
Successful marketing outcomes depend on data-driven marketing strategies. Without them, it’s difficult to conduct marketing programs primed for success. In particular, marketers need access to advanced targeting, forecasting and tracking technologies.
These technologies are the backbone of successful RevOps functions. Marketing can leverage them to achieve a variety of objectives, including:
- Forecasting with greater accuracy
- Developing a company marketing data strategy
- Tracking conversions along the buyer’s journey
- Checking analytics to measure marketing campaign impact
- Reporting results to upper management
Ultimately, these outcomes result in higher success rates and shorter sales cycles, which translates into higher revenue and growth for the organization. The technology selected is as important as the partner who onboards your team with that new technology. Whether you select HubSpot, the leading inbound marketing, customer relations and sales platform or another tool, everyone needs to understand how and why they are using it.
Help meet customer expectations along the buyer’s journey
Where is the divide between marketing and sales in the buyer’s journey? It’s a trick question: technically, there should not be a divide. That’s not how people buy now. And there isn’t a division when an organization adopts a RevOps function. There’s no handoff in the middle of the funnel.
Today, both sales and marketing are responsible for the entire customer journey. This is where the right technology plays a role – your software should be a symbiotic partner with your teams to ensure workflows are hitting the right marks at the right time in the customer journey.
What’s more, the customer is the key player in his or her journey. They are more informed than ever and demand a better experience when interacting with brands. This has undeniably impacted the buyer’s journey. It’s not long, linear or even necessarily like a funnel.
A customer may enter the ‘sales funnel’ prepared to buy. Or a customer may travel well past the typical point of purchase and need ongoing nurturing. As a result, both sales and marketing must be prepared to respond based on each customer’s preferences, needs and progress wherever they are in their journey. In this way, the company will be prepared to better meet customer expectations and generate results.
Enable scalable personalization
Speaking of customers, by now we all know that every message must align with a specific target audience — in other words, include personalization. You must ensure your customers feel like your organization understands and values their specific needs.
The key to being able to deliver personalization is having the right technologies. Because RevOps allows organizations to integrate disparate systems, marketers gain access to previously unavailable insight into relevant customer activity. For example, when the company’s Enterprise Resource Planning (ERP) solution, eCommerce solution and content marketing system are tied together, they can pull actionable reports, such as, on which customers purchase specific products or services. Again, this is where software like HubSpot makes sense to help everything emanate from one place. That data can be used for new nurture and sales outreach campaigns — giving them greater insight and greater precision.
Expand target audience data and insight to know audience better
With better technologies and processes — and a clear focus on revenue — you’ll be set up to gather more customer data from a variety of sources. This insight means you’ll be prepared to create more targeted campaigns that should yield better results.
Having access to so much high-impact customer data gives you the opportunity to ask critical questions and get trusted answers, such as:
- Where do most of our quality leads originate?
- How did they initially access our website?
- Which content did they consume first?
After they become customers, you can drill down into the details to help inform campaign updates and new campaigns. You can get clear answers to questions such as:
- Which products and solutions did the new leads purchase?
- How did they rate their experience with our organization?
- Have they shared feedback with our customer success team?
Some marketers might view RevOps as just another buzzword but it brings wide-ranging value to initiatives. By delivering sophisticated tools and processes, it enables marketers to act on data and accelerate revenue performance.
This is critical in today’s marketplace, which is more competitive, complicated and demanding than ever. To meet the demands and generate income organizations expect, companies need RevOps. It’s the one process that has finally allowed companies to overcome the age-old problem of silos — and opened up the opportunity to unite sales and marketing in the shared goal of generating profits.
Kuno Creative can help you supercharge your RevOps
Want to talk more about RevOps? If you’re struggling to get the most out of your existing tools to accelerate your revenue operations process and growth, consider employing a team like ours at Kuno Creative. We have been at the forefront of HubSpot, revenue operations and sales enablement for more than 20 years.
Ready to connect? Schedule a consultation where we can discuss your RevOps needs.