Marketing today is more customer-centric than ever before. The customer experience is now central to any sales and marketing strategy, with everything geared towards establishing, building, and nurturing ongoing relationships between brands and customers.
RevOps is a relatively new concept, but it’s really just a continuation of this trend. It’s a crucial part of successfully growing a business in the modern world, and something almost all businesses, big and small, can benefit from.
In this article, we’ll show you what RevOps is, the benefits it has for businesses, and how you can go about building it into your own sales and marketing operations.
What is RevOps?
At its heart, RevOps is all about the alignment of marketing, sales, and customer service around the customer journey.
It stems from the need to understand the customer journey as one connected, holistic thing. There are no siloed parts like a sales department or a marketing team — they’re all interconnected segments of the same whole.
RevOps is all about integrating all your existing tools, processes, and roles into one place, building one cohesive process that places the customer at the very centre of everything.
The benefits of RevOps
- It’s much more profitable. Research shows that more aligned businesses make more money and run more smoothly, due to eliminating inefficiencies and doing their jobs more effectively. In fact, businesses that successfully implement RevOps can see 100% to 200% increases in their digital marketing ROI.
- It helps you grow and scale. When your company becomes bigger and more complex this is mostly a good thing, as it means you’re growing and advancing. However, inefficiencies tend to arise as companies get bigger. RevOps can help reduce and eliminate those inefficiencies to help you scale much more successfully.
- It prevents messy, overlapping, and unnecessary tools and processes. Many businesses are using far too many tools and solutions than they need, costing money and resulting in clunky and slow processes. RevOps consolidates your tools and processes, tightening up your operations and eliminating anything that’s a waste of time and resources.
- Creates more cohesive teams, working together more productively and in a more aligned way
How to do RevOps the right way
Have the right processes in place and ensure they’re consistent across your entire organisation
RevOps is all about cohesion and consistency. It’s important to start by identifying a strategy and deciding which of your content aligns with your customers’ journey and any new content that will need to be created.
Next, make sure all your teams have the same processes for areas like content marketing, sales, and customer support. Everyone should be on the same page, regardless of their role in the organisation. Bring teams together and do everything you can to avoid the formation of siloes.
Never lose sight of the customer
RevOps is all about customer experience, and making sure everything is tailored to creating a better one. This means it’s crucial to understand your customers and their needs and make sure the entire sales process is all about them.
Audit your existing marketing and sales processes, and find out if they really align with your customers’ needs and their buying journey. Conduct detailed research to find out who your customers are, what they want, and the problems they want to solve. Then, build your processes around meeting those needs and make sure all your teams are aligned.
Make sure tech is aligned and integrated
All the tools and software you use should be working closely together to improve the customer experience and enable your strategy. Your CRM, CMS, analytics software and more should all be working together, and all your teams should have visibility into the overall operation.
There should be one source of truth with clear insights into the entire pipeline and everyone’s individual impact on it. In addition to this, any tools that are causing inefficiencies should be identified and removed.
Track the right metrics carefully
It’s important to identify, track, and measure all the relevant metrics for your pipeline. This gives you greater visibility into your processes, allowing you to act on insights and correct anything that may be holding you back. You can also then more easily communicate your findings across the entire organisation.
Change focus from one-off sales to lifetime value and repeat customers
HubSpot’s Flywheel approach changed the way many businesses thought about sales by shifting the focus from one-off deal closures to long-term, repeat relationships with customers.
This idea transfers well to RevOps. You should focus on building ongoing relationships with customers that continue long after they have made a purchase. Have a repeatable sales process that doesn’t simply end after the funnel is completed.
This should influence the content you produce, the channels you use, and the data you collect. Again, all your teams should be aware of this focus and be aligned on how to achieve it.
Consider hiring a CRO
Hiring a CRO (Chief Revenue Officer) can feel like a big step, but companies serious about RevOps can benefit greatly from this. A CRO is responsible for managing the customer from acquisition to servicing, and all the way through to repeat sales.
This person works closely with sales and marketing and ensures all teams, tools, and processes are tightly aligned. Of course, you don’t need to hire a CRO to successfully implement RevOps, and it can be done with just your existing teams.
RevOps can be an incredibly powerful philosophy when done the right way, allowing you to build a much more efficient and cohesive sales and marketing process, one that’s closely in tune with the demands of today’s customers.
To find out how Kongo can help you achieve this, and much more, contact us.
