What Is RevOps? And How Do CEOs Leverage it to Scale Revenue?

RevOps is a newer term and concept that corporations are starting to adopt.

To build your RevOps function, you first must audit your current tech stack, tech stack spend, tech stack usage by team member, tech stack alignment to your customer journey from marketing to sales to customer success, and the overall tech stack integration and ratio against optimal performance for each revenue department. This helps you see the gap between your current state and your desired future state.

The most common RevOps gaps are:

1. Misuse and underuse of technology by all revenue team members in your marketing, sales, and customer success departments.
2. Lack of integration between technologies, resulting in duplication of work and potential mistakes.
3. Overlap of functionality between technologies without clear SOPs of what is to be done in each system.
4. Lack of alignment between your customer’s buying journey and each revenue team’s behavior and involvement in their portion of the funnel and ongoing support.
5. No formal training or enforcement of tech stack usage by management.
6. Overpayment and wasted spend on unused licenses, expired discounts, and unnecessary technologies. 
7. No one “owns” the tech stack internally, resulting in the need for expensive consultants for customization and support.

After reviewing your gap analysis, your team should align on recommendations and create an action plan to enhance your existing tech stack, optimize it for maximum usage, and potentially implement new technologies or integrations.

Fun fact: every client we’ve helped with their RevOps function was over-paying in one way or another on their tech stack before we got involved. We have optimized their tech stack spend and brought forth substantial process improvements, improved automation, and lowered labor costs by eliminating hundreds of hours of manual work.

Your customer experience will forever be changed when you invest in RevOps. By aligning your tech stack with the operational workflow of your customer’s lifecycle, you increase each team member and revenue departments’ visibility into past conversations and key information used to progress the relationship with the prospect through the funnel and through their ongoing customer experience.

Lastly, when your RevOps reporting and dashboard functions are set up properly and operating fully, your leadership team will be able to view and understand the most important key data metrics required to make intelligent business decisions.