3 RevOps Best Practices for Maximizing Revenue

As businesses look to supercharge revenue, scale with ease, and dominate their landscape as a market leader, RevOps (Revenue Operations) has become essential to achieving growth.

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Instead of marketing, sales, and customer success operating in silos, RevOps links these teams, unifies their efforts, and connects their data. By aligning the efforts of these three revenue-generating business units, RevOps empowers businesses to enhance the customer journey and drive business growth.

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Because of its uniquely holistic practices and processes, RevOps has the power to help your business truly maximize revenue. But doing so requires steps and philosophies that might not currently exist in your organization.

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Here’s how to use RevOps best practices to enhance operational alignment and skyrocket your revenue. 

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Key Components of Effective RevOps

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To understand how RevOps best practices can lead to sustainable revenue growth, it’s important to first understand the components of an effective RevOps process. You can categorize these components as follows:

• Aligning team objectives: Firstly, RevOps is crucial in aligning customer success, sales, and marketing—as well as each team’s goals—under a single umbrella. Unified revenue goals might include clear and measurable targets, shared key performance indicators (KPIs), and alignment of goals with broader business objectives.  
• Integrating technology: Your RevOps tech stack should support sustained growth, shared data, and improved processes. These tools can power everything from data storage to marketing automation. Common RevOps technology includes a customer relationship management (CRM) system and data analytics tools.
• Data transparency and accessibility: A revenue operations team can only function when data across departments is accessible and transparent. When this is the case, everyone can access critical information needed for data-driven decision-making. 
• Quantifiable data: It’s not just data that matters; you must have the right data. By collecting, analyzing, and acting on quantifiable data, RevOps teams make better-informed decisions, optimize processes, and ultimately drive revenue optimization. Examples of this kind of data might include Customer Acquisition Cost (CAC), Customer Lifetime Value (CLTV), and Customer Satisfaction (CSAT) scores. 

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Implementing RevOps Best Practices

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Implementing RevOps best practices can mean the difference between an effective RevOps strategy and one that’s disjointed and ineffective. 

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Here are some crucial tips to keep in mind when it comes to RevOps.

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1. Standardizing Processes

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RevOps doesn’t just involve unification; it prioritizes standardization. This ensures every employee knows their role, responsibilities, and expectations—along with everyone else’s and what steps and considerations factor into advancing a prospect through different stages of your sales process.

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Organizations can eliminate redundancies, reduce errors, and improve overall performance by creating consistent workflows and procedures across sales, marketing, and customer success. 

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For example, you might use your Salesforce sales process stages to restructure your approach to customer success and marketing, making it easier to track prospect throughput, identify consistent hurdles, and eliminate barriers to closing deals.

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2. Continuous Training and Development

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Ongoing training and development prove essential components of a successful RevOps strategy. Investing in employee upskilling and talent development enables organizations to nurture their employees and create positive company cultures while improving outcomes and driving growth.

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Moreover, research shows that 67% of individual contributors want to advance their careers, while an additional study found that many employees will quit if they don’t have advancement opportunities.

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This makes training and development a particularly crucial endeavor—success retains and promotes top talent from within, whereas advancement barriers risk losing that talent to other organizations (potentially competitors).

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Skill development for RevOps teams might include fundamental training, skill enhancement, mentorship programs, and continuous learning opportunities. 

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3. Regular Performance Analysis

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Analyzing employee performance allows organizations to ensure RevOps efforts are aligned with business objectives and that ideas turn into results. Standardized RevOps processes make it easier for your organization to collect internal performance data and gain unparalleled visibility. This results in deeper, more granular analysis and more impactful and actionable insights.

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For example, are sales losing warm leads because their response to demonstrated interest (e.g., lead capture forms) is too slow or met with misaligned content resources? How successful are employees at re-engaging cold leads, and what methods garner the best results?

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Measure employee progress via performance evaluations that account for recorded metrics and face-to-face meetings using established and transparent goals. In-person discussions will gather additional feedback from team members, providing more context for analysis and insights.

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Leveraging Technology for RevOps Success

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As mentioned earlier, the right technology is essential to a successful RevOps strategy. However, when it comes to RevOps best practices, it’s not enough to select the right tools and deploy them. You also must ensure your team uses them correctly to improve workflows and outcomes.

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With that in mind, here’s how to leverage your RevOps tech stack to drive success. 

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CRM Optimization

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So, you have a CRM system, but are you really using it most effectively? Enhance your CRM strategies by considering the following: 

• Data quality and hygiene: A clogged CRM full of errors and half-entered leads will simply slow your teams down. Ensure all data input into the CRM system remains accurate, consistent, and complete. Consider regularly clearing and auditing data.
• Customization: Don’t just take your CRM at face value. Take the time (and reach out to your CRM vendor) to customize your CRM to fit specific business processes and needs.
• Integration: Your CRM needs to “speak” clearly to all of your business's different parts. Ensure it is fully integrated into your systems and workflows and connected to other tools like marketing automation, email, and customer support systems to create a unified view of the customer.

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Automating Routine Tasks

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Automation is a cornerstone of efficient RevOps. By automating repetitive and time-consuming tasks, you can:

• Increase process efficiency: Automation eliminates manual processes, reduces errors, and accelerates workflows. Researchers have found that more than half of workers spend at least two hours daily on repetitive tasks.
• Strategic focus: Freeing your team from repetitive, mundane tasks empowers them to concentrate on higher-value activities such as relationship building and complex data analysis. 
• Improved accuracy: When you automate certain RevOps tasks, you minimize the risk of human error.

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Advanced Reporting and Analytics in RevOps

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Today’s analytics and reporting tools are incredibly advanced and can quickly give sophisticated insights into customer behavior, sales performance, and marketing effectiveness. 

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RevOps should leverage analytics and reporting tools such as:

• Predictive analytics: RevOps can forecast future trends, anticipated customer behavior, and anticipated sales performance to make proactive decisions.
• Custom reporting: Tailored RevOps reports can meet the needs of sales, marketing, and customer success and can share insights, metrics, and data. 
• Key insights: Today’s advanced analytics and reporting tools don’t merely report data; they distill key insights. You’ll be able to quickly understand things like the health of customer accounts, customer lifecycle management, revenue direction, and marketing performance at a glance.

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Case Study: Bloomfire’s Successful RevOps Implementation

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Bloomfire found itself at a junction commonly experienced by most growing businesses: Technology platform and process management reached a stage that consumed too much personnel bandwidth, yet they didn’t quite need a full-time SalesOps Manager or Salesforce Admin.

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Partnering with Operatus and leveraging our RevOps as a Service solution provided Bloomfire with the expertise necessary without needing to adjust budgets or dedicate extensive time to a dedicated hire. Operatus’ team overhauled Bloomfire’s RevOps across systems administration, sales and lead source tracking and analysis, reporting, and process optimization.

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As a result of Bloomfire’s overhauled RevOps strategy and processes, they were streamlining a customer journey that progressed through multiple teams and technology platforms. 

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This overhaul established and built out:

• Standardized outbound sales process, which included:some text
  • Account segmentation
  • Sales development representatives (SDRs) are better added to processes
  • Optimized Salesloft cadences
• Process for matching leads to accounts and tiering them.
• Clean database, with ongoing maintenance helped by Cloudingo dedupe tool
• Migration to Salesforce’s Lightning interface from its Classic CRM
• Technical infrastructure and process management for outsourced SDR
• Optimized sales process and opportunity stages within Salesforce
• Refined lead routing rules and automation for Salesforce, Hubspot, and Chilipepper

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Operatus: Your New Partner in RevOps

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Align and empower your sales, marketing, and customer success functions with RevOps as a service by Operatus. Our team of experienced professionals provides guidance on revenue operations and sales and marketing technology to growing, driven companies.

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From strategy through implementation, we’ve got your back. Set up a time to talk with our team of RevOps experts today to get started.