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  • Writer's pictureCorey Schwitz

What Do Revenue Operations Consultants Really Do?

In today’s competitive business landscape, driving sustainable growth and increasing operational efficiency is the holy grail for companies. But how can businesses achieve these objectives? Enter Revenue Operations (RevOps).


A strategic alignment of sales, marketing, and customer success operations, RevOps is a game-changer that’s making waves in the business world. And, at the heart of this transformation are Revenue Operations Consultants, the unsung heroes who streamline operations, drive growth, and help businesses thrive. Buckle up as we delve into the intricate world of RevOps and explore the critical role of RevOps consultants.


Key Takeaways


  • Revenue Operations (RevOps) is a cross-functional approach that enables data-driven decision making to optimize revenue operations and drive sustainable growth.

  • A RevOps Consultant fosters collaboration between sales and marketing, oversees data management, and implements/oversees a centralized system for smooth customer journey.

  • Engaging with qualified RevOps consultants can provide invaluable insights to businesses seeking improved efficiency, profitability & overall value of their enterprise.


What Falls Under Revenue Operations (RevOps?)



RevOps, or Revenue Operations, is more than just a buzzword. It’s a strategic alignment of sales, marketing, and customer success operations throughout the entire customer life cycle. Its primary objective is to drive growth through data-informed decisions and operational efficiency, creating a seamless customer journey and accelerating revenue velocity.


This cross-functional approach is rapidly gaining traction, especially among growing SaaS companies. The reason behind this prioritization is simple: RevOps offers actionable visibility that enables data-informed decisions driving sustainable revenue growth.


Key benefits of implementing RevOps include:


  • Improved collaboration and alignment between sales, marketing, and customer success teams

  • Enhanced visibility into the customer journey and revenue performance

  • Increased operational efficiency and productivity

  • Better data-driven decision-making

  • Accelerated revenue growth


By adopting a RevOps approach, companies can optimize their revenue operations and achieve long-term success.


You might be wondering who exactly benefits from RevOps, and how it influences the everyday operations of businesses. To answer these questions, we need to delve into further details.


Who Benefits from RevOps?


RevOps is not just about aligning operations; it’s about redefining how businesses operate. By enhancing collaboration among various departments within a company, RevOps facilitates transparent communication channels and establishes connections between departments, including the sales team.


But the benefits don’t stop there. RevOps also streamlines business processes by identifying bottlenecks, inefficiencies, and areas for improvement, utilizing automation to streamline manual work, and aligning revenue teams to ensure end-to-end visibility and seamless handoffs.


Possibly one of the most compelling aspects of RevOps lies in its ability to offer a unified perspective of the customer journey. Through the integration of data from diverse sources and teams across the organization, RevOps constructs a holistic view of customer interactions. This enables businesses to obtain immediate insights into revenue generation and comprehensively comprehend the customer journey from start to finish. And, when businesses understand their customers better, they can serve them better, resulting in increased customer satisfaction, loyalty, and ultimately, higher revenue.


The Responsibilities of a RevOps Consultant



RevOps consultants are the linchpins that hold the entire RevOps framework together. They play a pivotal role in ensuring alignment between sales and marketing through the development of a comprehensive strategy that promotes effective collaboration between the two teams to increase revenue velocity. They also enhance company operations by implementing or overseeing a centralized system for lead information, eliminating redundant data, and enhancing both the customer experience and employee satisfaction.


Furthermore, RevOps consultants manage data by understanding their client’s revenue generation process, ensuring a smooth data flow through the sales funnel. They need to be proficient in working with the business’s tools like Sales Cloud (CRM), Marketo (Marketing Automation), and Salesforce CPQ, without disrupting data flow. Now, it’s time to examine these responsibilities with a finer lens.


Aligning Sales and Marketing


When it comes to driving revenue, the alignment of sales and marketing teams is critical. This involves developing a comprehensive strategy and establishing effective collaboration between both teams to generate revenue throughout the customer lifecycle.


And this is where a RevOps consultant comes in. They employ strategies and methodologies to ensure aligned priorities, goals, and KPIs for both sales and marketing teams. They also focus on integrating and aligning the go-to-market activities of both teams, utilizing marketing tools to expedite revenue growth.


The advantages of this alignment are numerous:


  • A more comprehensive understanding of the customer

  • Enhanced customer experience

  • A strategy aligned with revenue

  • Accelerated growth and profitability

  • Eradication of overlap and friction through the use of technical solutions.


Ultimately, the role of a RevOps consultant is to comprehend the overarching objectives of their client’s business to effectively drive the strategy and changes they introduce, optimizing the revenue engine.


Sales Operations



Sales operations, an integral function within RevOps, encompass the optimization of sales processes, management of CRM systems, and implementation of sales enablement strategies to enhance the efficiency of sales activities. Sales Operations uses data from Closed Won opportunities to identify trends that can help sales representatives secure more deals. For instance, favoring technical demos has shown higher win rates.


At the heart of sales operations are CRM systems, which play a crucial role in monitoring and analyzing sales activities and outcomes. They’re invaluable in identifying trends and enhancing the sales process. The sales enablement strategies come into play when a lead qualifies as a Sales Qualified Lead (SQL) and is transferred to an Account Executive to commence the sales process, focusing on developing relationships and utilizing strategies to advance the deal.


Marketing Operations



While sales operations focus on closing deals, marketing operations are all about generating leads. They involve:


  • Managing marketing automation platforms

  • Aligning sales, marketing, and customer success teams

  • Implementing a shared technology stack

  • Streamlining operations

  • Improving data management

  • Utilizing automation software tools


One of the key elements of marketing operations is lead generation, which plays a crucial role in the marketing operations strategy. It emphasizes the optimization of processes to generate a substantial number of Marketing Qualified Leads (MQLs) through lead scoring mechanisms.


However, the focus isn’t solely on generating leads; it also includes monitoring the effectiveness of the strategies deployed for lead generation. Marketing operations monitor marketing performance by utilizing metrics and analytics tools to evaluate the efficiency of marketing strategies, which is crucial for enhancing lead generation and increasing revenue.


In a B2B organization, the Marketing Operations team is responsible for driving the Marketing Automation and Demand Generation strategy, aligning it with the organization’s revenue goals.


Customer Success Operations


In today’s customer-centric business world, customer success operations play a pivotal role. They focus on enhancing customer retention, minimizing churn, and maximizing customer lifetime value. How do they do this? By building credibility with customers, identifying high-risk customers, and proactively addressing their issues. A robust customer success team enhances customer retention and revenue growth from existing customers, reducing the business’s reliance on acquiring new customers and improving profitability.


The success of these operations can be measured through several metrics, including:


  • Monthly recurring revenue (MRR)

  • Customer lifetime value (CLV)

  • Repeat purchase rate

  • Customer retention rate

  • Churn rate

  • Net Promoter Score (NPS)

  • Average revenue per customer

  • Customer satisfaction score

  • Customer acquisition cost


Data Analysis and Management



Data is the lifeblood of RevOps, and effective data analysis and management are critical to its success. The recommended best practices for data analysis and management in RevOps include:


  • Implementing data-driven decision-making

  • Collecting and analyzing relevant data

  • Ensuring data is clean and accurate

  • Enriching data for greater insights

  • Unifying data sources

  • Aligning teams based on data analysis

  • Setting revenue targets based on data and analysis

  • Establishing a dedicated RevOps leader to effectively implement and manage the data strategy.


In RevOps, the typical types of data that are analyzed and managed include:


  • Sales data

  • Marketing data

  • Customer data

  • Pipeline data

  • Performance data

  • Big data for gaining deeper insights into customers and markets


Tools like Salesforce, HubSpot, Pipedrive, Kluster, and InsightSquared Analytics are commonly utilized for data analysis and management.


Tech Stack Optimization


In the era of digital transformation, tech stack optimization plays a crucial role in successful RevOps. It involves conducting an audit and optimizing the tools and systems utilized by sales, marketing, and customer success teams.


A tech stack comprises a set of tools and systems employed by these teams.

RevOps consultants contribute to tech stack optimization by utilizing their extensive knowledge of popular tools within the function, understanding their integration, and identifying potential blockers or compatibility issues within a complex tech stack. The responsibilities of RevOps teams include the selection of suitable tools, end-to-end management of platform deployment, user training, and provision of daily administration and support.


Process Improvement


Process improvement within Revenue Operations is all about enhancing efficiency and productivity. It encompasses the following steps:


  1. Ongoing analysis of workflows to identify inefficiencies and bottlenecks

  2. Optimization of processes to eliminate inefficiencies and improve productivity

  3. Automation of repetitive tasks to streamline operations

  4. Establishment of cross-functional teams to ensure collaboration and alignment

  5. Definition of enhancement objectives to guide improvement efforts

  6. Promotion of a culture of ongoing improvement and learning

  7. Monitoring and evaluation of performance to track progress

  8. Optimization of processes based on feedback and data

  9. Ensuring synchronization of teams with the customer journey


By following these steps, Revenue Operations can achieve increased efficiency and contribute to overall revenue growth.


Some of the typical inefficiencies in revenue operations include:


  • Excessive use of disparate tools

  • Slow sales cycles

  • Insufficient executive support

  • Unclear communication between sales, marketing, and customer success

  • Underinvestment in operations expertise

  • Separation of sales and marketing operations

  • A tools-first mentality

  • Failure to address the root causes of process issues


However, enhancing RevOps processes can lead to increased sales productivity by 10-20%, fostering sustained growth and directly contributing to higher revenue generation.


Training and Development


Training and development are crucial for enhancing the skills and performance of a RevOps team. Providing guidance and resources helps ensure the proper adoption and utilization of processes and tools, resulting in heightened efficiency and alignment. Training and development also aid sales teams in gaining a deeper understanding of the factors and trends that impact their performance, ultimately contributing to revenue growth.


Successful RevOps training and development necessitate a wide range of skills, including:


  • Analytical and problem-solving capabilities

  • Effective communication and collaboration

  • Technical and software proficiency

  • Project management

  • Data analysis

  • Process optimization

  • Technological aptitude

  • Cross-functional comprehension

  • Adaptability

  • Strategic thinking

  • Organizational skills

  • Understanding of the sales process

  • Familiarity with tech tools

  • Business acumen

  • Data literacy

  • Ability to address intricate problems


Regular training and development sessions, preferably quarterly or bi-annual, ensure that the team stays updated with the latest industry trends, technologies, and best practices, promoting continuous skill development and knowledge sharing.


Vendor and Partner Management


Vendor and partner management is all about fostering strong relationships with external partners to facilitate smooth integration and cooperation. A RevOps consultant coordinates the efforts of the sales, marketing, and customer success departments, collaborating with these teams to establish a cohesive strategy for managing vendors and partners. The consultant’s responsibilities include:


  • Facilitating communication

  • Defining expectations

  • Evaluating performance

  • Maximizing revenue generation


By effectively managing vendors and partners, businesses can ensure a streamlined and successful operation.


The recommended best practices for managing vendors and partners in Revenue Operations include:


  • Developing an acquisition strategy

  • Establishing a thorough onboarding process

  • Centralizing vendor management

  • Effectively communicating needs and expectations

  • Conducting regular vendor performance review meetings

  • Prioritizing value over cost savings

  • Defining vendor key performance indicators (KPIs)


Common challenges encountered in vendor and partner management in RevOps include:


  • Slow sales cycle

  • Inconsistent and siloed data

  • Lack of cooperation and shared focus

  • Resource constraints


Can We Benefit from a RevOps Consultant?


Businesses can derive significant advantages from engaging with a RevOps consultant. By leveraging their expertise, businesses can optimize operations, gain valuable insights, and drive revenue growth. One such successful RevOps consultancy experience is exemplified by Simon Peel, who found the assessments by Think RevOps to be well-executed and very useful in identifying areas that need improvement to drive value.


When seeking a Revenue Operations Consultant, businesses should prioritize individuals with a proven track record of optimizing processes and systems for companies experiencing similar growth stages.


The Value of RevOps Consulting Can’t Be Understated


The value of RevOps consulting is immense. It provides a comprehensive, holistic approach to revenue growth, streamlining processes, and improving collaboration across teams. By enhancing the efficiency of business processes and improving team collaboration, RevOps consulting paves the way for increased efficiency and profitability.


Ultimately, the potential long-term advantages of enlisting the services of a RevOps consultant encompass:


  • More efficient resource allocation

  • Streamlined business procedures

  • Consistent and enhanced customer experiences

  • Overall optimization of the enterprise’s value.


Summary


In conclusion, Revenue Operations (RevOps) and the role of RevOps Consultants play a crucial role in driving sustainable growth and increasing operational efficiency in businesses. RevOps provides a strategic alignment of sales, marketing, and customer success operations, fostering a seamless customer journey and driving revenue growth.


RevOps Consultants, with their diverse responsibilities, are key in ensuring smooth operation and alignment of these teams.


Their expertise in data analysis, tech stack optimization, process improvement, training and development, and vendor and partner management is invaluable in optimizing operations and driving revenue growth. The value of RevOps consulting cannot be understated, providing businesses with a holistic approach to revenue growth, streamlining processes, and improving collaboration across teams.


Frequently Asked Questions


What is a revenue operations consultant?


A Revenue Operations Consultant is a strategic business partner to leadership who provides a centralized and optimized approach to Sales, Marketing, and Customer Success operations. They are knowledgeable in people, processes, systems and data that control how businesses generate revenue.


What does someone in revenue operations do?


A person in revenue operations facilitates the alignment between sales, marketing and customer service teams to drive revenue growth. This is done by connecting and coordinating the systems that support the revenue cycle, such as marketing automation, CRM software, sales enablement and more.


What does tech stack optimization entail?


Tech stack optimization entails auditing and optimizing the tools used by sales, marketing and customer success teams to maximize efficiency and productivity.


What is the value of RevOps consulting?


RevOps consulting enables companies to gain a competitive edge by streamlining processes, improving collaboration and driving revenue growth. It provides a comprehensive approach for businesses to maximize their potential.


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