How Do Revenue Operations Support Quote to Cash and Target Setting for the Revenue teams?

Leore Spira
4 min readNov 21, 2021


Every company in our world exists to accomplish two primary objectives; to provide a service to its consumers, to generate money. Both of these objectives are mutually exclusive — you cannot accomplish one without the other. And at some point throughout your expansion, income generation becomes a matter of survival since you cannot maintain your company for an extended period of time if it is not producing sufficient money.

If you’re establishing a sustainable company, the objective is not just to produce money but to improve the predictability and optimization of the revenue generation process. That, in a nutshell, is the purpose of Revenue Operations.

Why Revenue Operations?

RevOps is an umbrella word that encompasses everything your company does to create revenue or improve the predictability and optimization of the revenue generation process. For instance, RevOps aims to achieve cross-functional alignment and cooperation across your company.

Reorganizing a business function (e.g., customer success) to make it more revenue-driven is also a RevOps activity.

RevOps is a strategic alignment of all your resources with the aim of increasing the clarity, transparency, and efficiency of your internal processes in order to meet (or exceed) your revenue targets.

It effectively utilizes people, processes, and technology to contribute to your company’s revenue development.

Critical RevOps Components

RevOps is all about the alignment of a few key actors. They are responsible for removing roadblocks hindering sales coordination, customer success, and marketing teams. They also take care of the obstacles to ensure that the revenue teams interact internally, with the target audience and generate revenue. The main motive of the RevOps team is to improve productivity and update procedures to scale.

As per the research by SiriusDecision, the collaboration that RevOps develop can drive up business growth by 36%. Moreover, the alignment of all the GTM functions creates 38% higher revenue in a 27% lesser timeframe.

RevOps stimulates accountability and transparency between the company stakeholders, right from the management to the frontline.


Sales teams are tasked with the responsibility of completing transactions. They serve as a link between the marketing and customer care departments. Given that both sales and marketing teams’ ultimate aim is to ensure client retention, there should be linkages between the teams. Sales teams may increase revenue from the sales funnel by using revenue operations. This is accomplished through improving marketing team funnels, which have a direct impact on sales.


Customer marketing is at the heart of an ideal RevOps process. The customer sales cycle is built on regular customer engagement and upselling. RevOps teams develop software procedures that make it easier for marketing teams to collaborate with other teams by defining an ideal customer profile, measuring CLV, and cost per lead, which have become critical metrics for marketing and sales teams.

Customer Satisfaction

Client success teams get engaged with the customer far before the contract is signed in a RevOps process. This implies that customer success teams have a thorough understanding of their customers and can anticipate their connection far in advance of it being formal.

This assists in determining the kind of experience desired by the client. This will contribute to the enhancement of the customer experience as a selling factor.

The Impact of RevOps on Marketing and Sales

Aligning sales and marketing efforts will aid in increasing conversions, communication, and customer conversion. It contributes to increased income potential and guarantees that alignment between streams is active.

With RevOps, consistent technology stacks are accessible for usage across teams. These technology stacks are adaptable and may be utilized for marketing and sales reasons.

Customer Experiences and RevOps

Revenue operations are also about retaining customers. It’s about retaining the consumers who brought you into business. It’s all about developing a relationship with consumers and guaranteeing their continued use of your product is founded on trust and loyalty.


In this age of digital transparency, businesses must strive to optimize their customer experience and revenue processes to the maximum extent feasible. Putting the buyer first is critical to maximizing efficiency, growth, and income at all phases. Revenue operations may improve revenue predictability and process efficiency.

There is no doubt that the Revenue Operations framework will take the front seat in 2022.

Revenue operations set simple processes that once rolled out, may offer an influx of many positive outcomes, such as simplifying processes, offering a more personalized user experience, enabling predictable business performance, and promoting better collaboration among the revenue teams. Thus, not only do they help boost revenue, but they also assist in creating a happy consumer base and facilitate business optimization.



Leore Spira

A leader, process optimizer, a RevOps geek. I am driven by the power of data, and look for new and innovative ways to optimize processes to drive success.