What Is a RevOps Framework and Why Do You Need One?

According to Forrester’s 2021 study on the rise of revenue operations (RevOps), 89% of companies aimed to formally integrate RevOps into their business strategies, which involves establishing dedicated departments and leadership. 

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In the three years since unified RevOps frameworks have become common for companies in all industries. These companies are seeking to streamline their operations and accelerate growth.

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Below, we’ll explain what a revenue operations framework is, its key components, how it benefits organizations, and why you might want—or need—one.

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But first, let’s dive into a fundamental question: What is revenue operations?

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Understanding Revenue Operations (RevOps)

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RevOps aligns marketing, sales, and customer success teams to maximize growth. It acknowledges that these teams with seemingly different metrics and processes ultimately work toward the same goals, making that unification more immediate. It enables teams to speak and work with each other more productively, with shared terms, goals, values, and understandings.

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RevOps came about specifically because departments in growing companies have historically tended to drift apart. Forward-thinking businesses and consultants saw opportunities to bring teams together around revenue goals rather than trying to triangulate their outputs and translate metrics from one department to another.

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This is the key difference between RevOps and traditional revenue management frameworks. It’s also the reason RevOps has powered the digital reinvention of go-to-market strategies in enterprise tech and other rapidly evolving industries.

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Important Components of a RevOps Framework

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A RevOps framework strategically applies RevOps principles across an organization’s people, processes, and technology. It goes beyond merely defining RevOps by ensuring that these elements are aligned to achieve unified operational efficiency and performance goals. 

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Fundamentals of a unified RevOps strategy framework include:

• Unified Data: A RevOps framework establishes a single source of truth across sales, marketing, and customer relations, enhancing accuracy and enabling seamless cross-referencing.
• Improved Efficiency: By unifying reporting metrics and streamlining processes, RevOps reduces friction across teams and systems, leading to more efficient operations.
• Enhanced Collaboration: RevOps aligns all teams around shared revenue goals, fostering smoother communication and cooperation.
• Revenue Growth: A RevOps framework gives organizations greater visibility and control over revenue growth, directing all efforts toward optimizing performance.

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These components collectively make the implementation of a RevOps framework highly impactful.

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To bridge the gap between theory and practice, we will highlight specific changes that were implemented to establish a RevOps framework in each of our upcoming use case examples.

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Benefits of Implementing a RevOps Framework

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RevOps benefits begin with alignment between sales, marketing, and customer service. Making these teams talk with each other rather than at, over, and around each other helps companies operate more smoothly—and the results are almost immediate.

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But RevOps is not only a matter of customer, sales, and marketing alignment.

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Beyond these synergies, RevOps powers data-driven decision-making, like setting and monitoring strong key performance indicators (KPIs). A RevOps framework establishes common metrics on which to base assessments and projections, which allows decisions to be made based on clearer views of the past and future.

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According to PwC, RevOps also unlocks unprecedented value in deals. Companies with more mature RevOps strategies and frameworks are increasingly valuable and sought after by forward-thinking buyers as go-to-market goals remain difficult to achieve.

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Why You Might Need a RevOps Framework

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There are many reasons why organizations of all sizes, in all industries, and at all maturity levels implement RevOps frameworks. Powerful revenue operations KPIs unify metrics across various teams’ reporting so that sales cycle lengths talk to lead score, net promoter score (NPS) influences conversion rate, and all other sales, marketing, and customer relations metrics come together to power overall revenue growth.

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Let’s take a look at three real-world success stories of business growth with RevOps:

• Powering swift implementation of a CRM platform in healthcare
• Enabling greater visibility across sales channels for a tech firm
• Facilitating growth for a knowledge management SaaS provider

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These case studies are just a few examples of why you might need RevOps tools.

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Use Case Spotlight #1: Rapid Platform Launch

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In healthcare, unifying goals across teams can be difficult because of the volume, diversity, and sensitivity of data being processed. Another easily overlooked factor is the need for speed when implementing new management tech.

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For instance, Envision Pharma Group (EPG), a global service provider with over 1,100 employees, partnered with us because they needed to implement a new customer relationship management (CRM) platform. 

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Specifically, it needed to be fully functional as soon as possible to avoid service disruptions. We worked together to apply key RevOps concepts across metrics unique to EPG’s situation, such as the Global Burden of Disease (GBD).

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With the help of a RevOps framework, EPG installed a new CRM in just two months.

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Use Case Spotlight #2: Full-Funnel Visibility

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A UK-based IT support firm came to Operatus with challenges surrounding a lack of visibility across high-volume sales channels. Among other things, they wanted to track performance across marketing and sales more accurately and cost-effectively.

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In our partnership with Exclaimer, we migrated customer information from various sources to a unified database to enable swifter, more accurate, and complete visibility across sales, marketing, and customer relations channels. This RevOps framework approach gave Exclaimer optimal quote generation, dashboards for sales KPIs, and comprehensive marketing return on investment (ROI) measurement.

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Use Case Spotlight #3: Preparing to Scale

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Finally, our work with Bloomfire, a knowledge management platform poised for exponential growth, helped key stakeholders within the organization prepare for growth.

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When we started working with Bloomfire, key marketing and sales tools were managed by a single individual—a sales leader. While this situation worked for the time being, it strained the individual’s time and limited productivity. So, Operatus stepped in with RevOps framework deployment a la RevOps as a Service.

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Operatus implemented outbound sales motions, led to account management, migrated and cleaned several databases, and worked on several other projects over the course of a year. Then, we facilitated a smooth handoff as Bloomfire opted to establish a RevOps framework internally with permanent full-time hires.

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Optimize Your Revenue Operations Today

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RevOps frameworks power revenue optimization by helping disparate teams talk to each other and work together toward shared efficiency and growth goals. They’re a way to implement RevOps principles of sales, marketing, and customer relations alignment across an organization, helping all teams operate more effectively.

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Operatus has years of experience in this arena. We’ve partnered with countless organizations to implement bespoke RevOps strategies, including selecting, deploying, and optimizing specific tools for RevOps management. Above all, we’re committed to helping companies grow efficiently and achieve long-term, sustainable growth.

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Get in touch today to learn more about how RevOps can help your organization.