What is Revenue Operations?
What is RevOps and how can you make it work for your business?
RevOps is a relatively new term, so there’s no consensus on a definition. Here are some resources that shed some light, including our:
RevOps Definition
RevOps Framework
RevOps Maturity Model
RevOps Playbook
Hyperscayle defines Revenue Operations as a holistic approach to the design and execution of Go-To-Market processes and systems across the lead-to-cash lifecycle.
The RevOps Framework
The Five Categories
Our view of an ideal RevOps function is NOT like silos bolted together, but rather as steps along a unified process.
To us, Revenue Operations includes marketing operations, sales operations, customer success operations, channel operations, and finance operations.
The categories in our RevOps Framework cover all facets of a holistic RevOps program, and we use this framework to organize our efforts and prioritize accurately the work for our clients. Read the article.
RevOps Maturity Model
How mature are your RevOps capabilities?
Our RevOps Maturity Model describes how an organization’s RevOps maturity evolves as they scale.
As the complexity of the go-to-market (GTM) motion increases, the Revenue Operations team supporting them must mature as well. This means growing across all the categories of RevOps, from the increasing complexity of systems to the size of the RevOps team itself.
While it is certainly true that a larger organization will probably need a more mature RevOps function, the real driver is the complexity of the GTM motion, not the number of dollars coming through the door each year.
The right answer depends on the nature of the business and the market you are in. Read the article.
RevOps Maturity
The Foundation Guide
A comprehensive, pragmatic guide for RevOps leaders, including a deep dive into the five areas of the RevOps Framework, and an overview of the RevOps Maturity Model.
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Make sure your RevOps team is equipped to be a force multiplier for your leadership team’s strategy. This starts by ensuring GTM efforts are guided by a well-formulated operating plan that is revisited throughout the year, including accurate reporting structured in a way that’s actionable for making decisions about the business. Read the article.
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We believe in “Process First.” This is one of the most important principles for Revenue Operations and (unfortunately) one of the most forgotten. Companies often try to solve problems by buying new technology or adding team members without first ensuring their business process is set up correctly. It’s one of the most common mistakes we see people make. Read the article.
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Decide how large a team you need and whether they report to the CMO, CRO, or IT leader. Will you build out a complete RevOps team and keep all work in-house, outsource your RevOps function entirely, or something in between? The correct answers will change as you grow. Consider what core skills you need in your in-house team, and then outsource projects that require more specialized skills. Read the article.
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The technology stack you’re using today likely consists of multiple categories of tools. It’s important to make the right technology choices for your stage and company type, and that you have the right mix of tools without paying for redundant functionality. Marketing automation and CRM are important, as well as Data Enrichment, Data Orchestration, Sales Enablement, and Middleware or Integration software. Read the article.
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The state of your data, and whether you have an agreed-upon single source of truth is one of the most fundamental requirements for any company. If you have a data problem but don’t address it, your operations team probably spends hours crafting and correcting basic reports every week, and it gets progressively harder to add new functionality and update systems as you grow. Improve your data foundation before launching into other projects. Read the article.
RevOps Maturity: Self-Assessment Survey
Please complete this survey to measure your organization’s RevOps Maturity.
The survey has a total of 25 questions and should take less than five minutes to complete.
How to accelerate growth at all stages?
Watch the presentation by Nick Rose and Ben Mohlie at the MOPS-APALOOZA event in 2023 with key takeaways for your organization:
Framework for how to optimize RevOps in any scaling company
Key principles to consider as you build your capabilities
What good looks like for RevOps at each stage of growth
Common pitfalls to avoid when building a RevOps team
How to evaluate the current RevOps maturity of your organization
Problems We Solve for GTM Teams:
INVESTMENT REQUIRED
Hiring your own RevOps team is expensive. At a minimum you’ll need a director, and three analysts covering marketing, sales, and finance operations. These skills are hard to find, and so these headcount will not be cheap. Counting benefits, the fully weighted cost of building such a team can easily be $600k a year.
INSUFFICIENT specialized EXPERTISE
Most scaling firms only have a couple of beleaguered analysts working hard to keep the lights on, but do not have the expertise to architect best-in-class systems across the tech stack. Nor to update systems as the company grows to have a solid tech stack, with marketing automation, CRM, and ERP, requiring certified expertise for each tool.
LACK OF BANDWIDTH
If you have already made the investment in your own RevOps team, odds are still good there is a growing backlog of projects they can’t keep up with. You need additional help but don’t have approved budget for it
TECHNOLOGY DEBT
Years of poor maintenance of systems lead to messy data, convoluted and contradictory automation, and workflows that no longer match business processes. If not addressed, this problem grows with a company and hinders growth.