B2B Revenue Operations: What Your Company Is Missing Out On
October 21, 2024
You’ve been trying to foster steady and sustainable revenue growth for your B2B business. Your sales, marketing, and customer success teams all support their own departmental goals, but for some reason, these efforts don’t translate to your overall drive for growth.
Enter B2B revenue operations (RevOps), the business strategy that optimizes all your operations simultaneously.
RevOps frameworks prove that even the strongest individual teams operate best under a unified front. When these teams share common goals and can access reliable, shared data, they can maximize their workflow, accurately evaluate their metrics, and create a seamless buyer journey—all essential components for growth.
Learn why your B2B business will benefit from a RevOps framework and how to implement one that supports your unique goals for success with the insights and strategies below.
Understanding Revenue Operations (RevOps)
Eighty-five percent of executives believe in RevOps's power, but only 41% understand it. So, let’s start there: What is revenue operations?
The driving force behind RevOps is team alignment. The approach unites the three essential teams responsible for revenue growth, namely:
- Sales
- Marketing
- Customer success (CS)
RevOps also emphasizes data consistency across departments by integrating helpful automation and analytics tools into your tech stack.
Many consider RevOps the ideal solution to a changing consumer landscape, especially for B2B. With the rise of the digital world, consumers increasingly:
- Conduct their own product research
- Expect personal care after making a purchase
- Desire a seamless buyer journey
You can see how sales, CS, and marketing all overlap naturally to support these growing demands. RevOps aligns all three.
The Key Benefits of RevOps for B2B Companies
Despite its relatively short history, RevOps has revolutionized B2B growth strategies. To that end, the question isn’t “Will B2B RevOps benefit me?” but rather “How will it benefit me?”
Enhanced Cross-Functional Alignment
RevOps benefits B2B by aligning sales, marketing, and CS teams. This alignment strengthens and unifies operations for higher efficiency and productivity.
Your teams may have already experimented with sales and marketing alignment. However, for B2B, where customer-relationship management (CRM) is crucial to revenue growth, RevOps also accounts for all CS operations.
Consider LinkSquares, a B2B company that provides AI contract management software to growing legal teams. They sought Operatus's RevOps expertise to effectively align their teams and fill gaps. With the RevOps as a service model, Operatus boosted LinkSquares’ B2B sales efficiency by providing continuous support for RevOps and implementing unifying Rules of Engagement.
Improved Data-Driven Decision-Making
Efficient B2B operations rely on accurate data to secure leads, measure marketing performance, and analyze customer satisfaction. But if your teams are working with faulty numbers, you have no guarantee that your decisions will drive revenue growth.
With RevOps, you can put your data back in the driver’s seat.
RevOps helps to standardize and enrich data across departments through team alignment and the integration of analytics tools. With complete, trustworthy data in your tech stack, you can expect faster and more confident decision-making within all teams.
Increased Revenue Growth
With RevOps, all roads lead to revenue growth.
A joint study conducted by Pedowitz Group and Ascend2 found that 56% of companies feel confident that they’ll far exceed their revenue goals thanks to RevOps alignment and data improvements.
Not only does RevOps stimulate growth, but it also ensures your revenue continues to grow steadily and predictably, giving you greater peace of mind.
How to Implement RevOps in Your B2B Organization
If you’re ready to feel as confident as the companies who’ve already successfully implemented RevOps into their B2B organizations, familiarize yourself with the following.
Steps to Get Started
Customizing your RevOps strategy to align with your overall goals is key to successful RevOps implementation. Before jumping into execution, you should:
- Build a RevOps team with defined roles
- Map out your buyer’s ideal journey
- Identify which departmental key performance indicators (KPIs) to track
- Set clear objectives and expectations
RevOps benefits B2B most when tailored to B2B-specific needs, like generating quality leads, fostering customer relationships, and closing deals. Consider which pillars of RevOps can best support these operations.
Essential Tools and Technologies
Since RevOps focuses heavily on data-driven insights, your tech stack needs tools that best serve your data collection and analytics needs.
Choose a CRM system that accommodates the unique aspects of B2B business operations, including longer buyer cycles and lead generation. Other tools that benefit B2B RevOps include:
- Salesforce, Hubspot, Pardot, and other sales and marketing automation software
- Data enrichment tools like ZoomInfo, DiscoverOrg
Like your sales, marketing, and CS teams, RevOps tools work best when they work together. Choose tools and tech that you can seamlessly integrate into your existing operations.
Best Practices for Successful Implementation
Follow these essential B2B RevOps best practices to ensure all your teams stay on the same page after implementation:
- Avoid slipping into old frameworks by maintaining clear, organized processes for efficient and productive workflows.
- Keep the buyer’s journey as your team’s top priority.
- Enhance data even further with data enrichment initiatives.
- Provide continuous support to your RevOps team with periodic training, check-ins, and performance reviews.
Measuring the Impact of RevOps
After implementation, tracking the impact of your RevOps strategy is crucial to ensuring and maintaining success.
Key Performance Indicators (KPIs)
Data and metrics provide concrete evidence of growth. Key performance indicators (KPIs) specifically help you measure your RevOps impact. Top RevOps KPIs to monitor include:
- Revenue metrics: Revenue retention rates, conversion rates, and customer lifetime value (CLV)
- Sales metrics: Sales forecasting, average deal size, win/loss ratio
- Marketing metrics: Customer acquisition cost (CAC), campaign return on investment (ROI)
- CS metrics: Customer churn, customer satisfaction score (CSAT)
Based on the values of your KPIs, you can measure which strategies offer the most value and see which teams need more support.
Continuous Improvement and Optimization
RevOps fosters constant operational optimization for your B2B business.
As your revenue grows—predictably, thanks to RevOps—your tech stack should adapt to accommodate it.
Month-to-month RevOps services like Operatus can ensure all your operations run smoothly. We did exactly this for Lively, a healthcare company whose Head of Product notes, “Operatus has been an extension of the Lively team the past year, centrally supporting our customer-facing teams.
We had some previous Salesforce consultants, but they didn’t provide the full-scale RevOps function in the way Operatus has. They have helped us improve processes, increase efficiency, and add new capabilities as we scale.”
Ultimately, with experts on your side, your B2B company can reach new heights in growth and efficiency.
Operatus: Your B2B RevOps Experts
Every successful B2B business requires team alignment and trustworthy data. Implement B2B revenue operations with Operatus to ensure both.
Operatus works closely with your teams to implement your ideal RevOps framework based on your unique B2B needs. We also offer training and continuous support to ensure you take advantage of RevOps’ advantages.
Discover how easily you can drive growth with RevOps on your side. Fill out the contact form to start a conversation with Operatus today. We’ll help you explore your options to solve the departmental and data inefficiencies you’re facing.
