Why Revenue Operations Is Key To Company Growth?

Think of Revenue Operations as a hybrid of sales, marketing, and online customer service. Combining all aspects of your marketing and sales team is now necessary to succeed as a SaaS company. Buying a subscription service these days involves careful research and analysis, and this process has been made easier thanks to social media, customer reviews, and comparison websites.

In order to position your business as the best option for your target customers, your marketing strategies and sales goals need to be aligned. Rather than hiring individual marketing and sales managers, you need to change to approach and unlock the powers of a revenue operations manager.

The question is, what is revenue operations, and how does it impact company growth?

Optimize performance, align talented individuals and provide data-driven strategies to succeed.

The role of a revenue operations manager is to optimize company growth. By bringing together your existing marketing, customer success, and sales team, a RevOps manager will become the catalyst to your success.

Focusing on driving your company towards a common end goal, rather than several departmental revenue targets, a revenue operations manager will help your company become more streamlined and productive. Knowledge sharing and data collaboration is at the heart of this role, and as the saying goes; knowledge is power!

Here is a breakdown of the possible roles and responsibilities a revenue operations manager may have;

● Responsible for leading and optimizing performance, productivity, and customer success in relation to global sales.

● A key member of your leadership team that will focus on hitting revenue targets and aligning your teams.

● Will analyze data and sales predictions to create strategies and build processes to optimize performance.

● Uncover opportunities to improve customer experience, customer service and maintain your existing client base.

How Can RevOps Help SaaS Companies?

Let’s say you have a subscription service selling a monthly meditation class that gives customers exclusive access to an online hub of yoga videos, mental health articles, and guided meditation advice.

Your marketing team is running a social media campaign to boost brand awareness. They are using social media influences to promote the online subscription with a 10% unique discount code. The marketing team is spending $200 a month.

Your sales team, on the other hand, have their own agenda and are running a Google Ads campaign for new customers to receive a free trial of the subscription service. They are also running a retargeting campaign via social media. They are spending $200 a week.

The combined marketing expense per month is $1,000, and there are a lot of major problems with this strategy!

(1) Where is the marketing team referring traffic to? Do they have a unique landing page to encourage sign-ups? Does this include customer reviews? Are they tracking the key metrics to provide a CPC?

(2) Is the sales team aware of the social media influencer campaign? Is the sales team using audience insight data that the marketing team has access to improve their conversion rate? Is the sales team tracking their metrics, and which social media platforms are they running paid ad campaigns on?

(3) What happens if a customer uses the discount code to sign up for the service via social media and then discovers the free trial? Surely this will frustrate and annoy a lot of customers and has the potential to ruin your conversion rate.

Results: A lack of communication and collaboration between each department. No shared goal has been achieved, and the individual campaigns have the potential to cause damage to your company’s reputation by creating frustrated customers.

Solution: Hire a revenue operations manager to set a common goal, distribute and share data and information between departments and bring together your talented team to collaborate and become more productive.

While this article has highlighted how a revenue operations manager can help bring together teams and make sure everyone is working towards a shared goal, there is a lot more to a RevsOp than meets the eye.

To learn more about the role a revenue operations manager can have in a Saas company and how you can unlock company growth, feel free to check out my blog.