Revenue Operations, a discussion, and decision for companies

1. Revenue
Operations
a discussion

2. Definition
Revenue Operations is the flattening of
the silo’s between sales, marketing,
finance, and customer success
operations, that keep all teams
accountable to Customer’s, Revenue
and Profitability.
This role is responsible for the metrics
and SOP’s for the entire customer
lifecycle and creates and manages
consistent growth through operational
productivity.

3. Mandate
RevOps mandate is to drive revenue,
breaking down internal silos, alignment
of all revenue departments across the
Customer Lifecycle.
 Provides unified metrics, tool
ownership and change management for
the entire revenue funnel.

4. Responsibility
RevOps is responsible for standard
operating processes for:
Marketing
(awareness/consideration),
Sales (pre-sales/acquisition)
Customer Success
(onboarding/expansion/retention)
Finance (customer acquisition
cost, consistent accurate
measurement)

5. Standard Operating
Procedures
RevOps is tasked with strategic business
objectives and tactical program design
and execution.
Documenting and enforcing GTM
activities across the entire revenue
cycle.
Ownership of metrics from cradle to
grave, providing unified insight for all
stakeholders including Finance, Product,
and the Executive team.

6. Enablement
Remove conflict and redundant and
disconnected process, between sales,
marketing and customer success, provide
predictability for finance.

7. Enablement
Marketing Enablement
 Strategic Planning
 Budget Management
 Production Management
 Data Management
 Campaign Management
 Lead Management
 ROI Metrics
 Reporting/Analytics
 Conversion Tracking
 Customer Marketing

8. Enablement
Sales Force Enablement
 Sales Process Development, Process
Adoption and Compliance
 Sales Development, and Training
 Sales Force Communications Management
 Sales Metrics
 Sales Forecasting
 Proposal/Contract Development
 Incentive Sales Compensation Plan Design
 Territory Analysis and Definition
 Sales Force Capacity
 Initiative Change Management

9. Enablement
Customer Success Enablement
 Customer Lifecycle Process Development,
Process Adoption and Compliance
 Customer communication (email nurture,
customer touch points)
 Customer engagement model (Onboarding,
Upsell, Renewal)
 Customer Sale Metrics (Renewal, Upsell, Cross-
sell, downsell, churn)
 Customer Sales Forecasting (Opportunity
identification)
 Tools management (gainsight, Totango, Natero)
 CSM team capacity planning
 Customer risk management model

10. Analysis
Analysis – Agreement on metrics and
definitions: create a level of trust and
creditability for all Stakeholders.
Remove the “gut feel” and harmonize
how different teams use the same metric
Eliminate the duplicate measurement
efforts and simply these to a single
cohesive strategy
Provides day-to-day insights as well
long-term strategic analysis based on
comprehensive data across all functions.

11. Awareness to Advocacy
RevOps provides alignment on metrics, credibility and trust
between teams.
• Marketing: involved throughout the customer lifecycle,
from awareness/consideration to expansion. Provide
customer marketing to support cross-sell, up-sell
opportunities, and churn prevention.
• Sales: involved all stages of the customer lifecycle, from
social selling activities and Sales-initiated campaigns.
• Customer Success: involved from initial contract,
reviewing and comparing new customers to active
customer, determining needs for success and expansion.

12. Awareness to Advocacy

13. Tools
RevOps increases efficiency
across the customer lifecycle
 Ownership of the tech stack used by Marketing, Sales, and
Customer Success.
 RevOps manages the relationship with IT to ensure tools meet
all key stakeholder’s requirements, as well as corporate
standards for data hygiene and security.
 RevOps consolidates the acquisition, operation, and
management of these tools under one team. Providing a holistic
view across the teams, and expands adoption of these tools,
with effective enablement and training.

14. Conclusion
RevOps steers growth through operational
efficiency across the customer lifecycle.
 Unifying and optimizing People, Processes,
Data and Tools
 Manages the cradle to grave revenue engine.
Provides alignment, accountability, creditability
and trust across the entire revenue team.
 Eliminates the marketing operations, sales
operations, and customer success operations
silo’s; combining into one team.
 Manages the operational aspects of Awareness
to Advocacy.