Streamlining Customer Loyalty Through Revenue Operations

Leore Spira
6 min readJun 25, 2022

Without a doubt, the customer journey and experience have gotten more complicated in recent years. The increasing number of touchpoints and channels has made it more difficult for businesses to maintain their agility, despite that doing so is more crucial than ever. However, the failure of the go-to-market teams to synchronize their efforts is having a negative impact on the results.

It seems like a tried and proven collaboration when marketing, sales, and customer success all have a healthy connection with one another. These teams need to stop pointing fingers at one another and instead accept responsibility for the revenue process and their part in driving that process. They have to work together to discover any strategic holes and then assist one another in filling such holes.

Revenue Operations constitutes the beating heart of a business, and its exclusive focus is your buyer’s journey. Consequently, it involves your marketing, sales, operations, and customer success departments. Breaking the silos and driving revenue would constitute the direct results of streamlined revenue operations.

How To Succeed In Gaining The Customer Loyalty?

Customer loyalty is an individual’s dedication to your brand. A devoted consumer will always pick you over the competition, maybe due to your superior customer service, unequaled product selection, or any other factor that distinguishes you from the competitors. Customer loyalty is the most precious asset any brand can possess.

Typically, repeat clients spend more and produce bigger transactions: According to a Bain & Company survey, the typical return client spent 67% more in months 31–36 than in months 0–6.

If you want loyal consumers, you must provide exceptional customer service. A consumer assesses every encounter with your team and forms an opinion about your service quality.

Your customer loyalty has a direct relationship with your income. The better your company’s client experience, the more money it will earn.

To achieve success, revenue leaders must have a comprehensive understanding of the complete client lifetime and the capacity to orchestrate the entire revenue system. This comprises account assignment rules, forecasts, brand positioning, and a grasp of client lifecycle touchpoints, among other things.

CX and Revenue Operations to Enhance Customer Loyalty

In the B2B industry, marketing, sales, and customer success have traditionally been seen as three distinct divisions. With RevOps, they are a single, cohesive team. This enables every team member to be on the same page and to strive toward the same objective. It does not take a rocket scientist to see that more aligned teams focused on the same objectives will be more effective and efficient.

Each of these teams comes into contact with your buyer, influencing the organization’s ability to generate money. When these teams and their respective leaders are correctly linked, they keep your customers satisfied and your company’s pulse strong.

RevOps will grow in importance in the near future as the global business landscape evolves. As soon as RevOps is implemented, the customer-facing business operations and CX as a whole will only improve. In organizations that have embraced RevOps, there has been a 10 to 20% boost in sales and a 30% reduction in GTM costs.

Leveraging the North Star Metric

Most of the time, the North Star Metric is a measure that a business utilizes as a growth compass. This score best indicates the amount of customer value your organization provides. Additionally, the North Star Metric guides your company’s long-term development as opposed to its short-term growth. Teams utilize North Star measurements to align the whole organization behind a single objective.

The purpose of a Revenue Operations model is to improve the alignment of commercial teams, assets, systems, and procedures around a consistent set of customer and corporate objectives in order to speed up revenue growth, as well as increase profits and value. Hence, RevOps may enhance your North Star Metric, which is vital for maximizing development potential.

Ultimately, the North Start Metric is one of the most accurate representations of the value that your firm provides to its clients. For an enterprise to qualify as a “North Star,” it must lead to revenue, represent customer value, and track progress. Theoretically, if a measure meets these three criteria and every department contributes to its improvement, the organization will develop sustainably.

It is not necessary for businesses to wait until they have a significant number of operations specialists on staff before beginning to adopt a “customer-in” attitude. SMBs must implement RevOps as soon as possible — when Revops functions are established at the early stage of a company, they will construct the foundations of efficient procedures that will become embedded in the overall business structure and be “absorbed” in optimal practices in all departments of the enterprise.

Converging Revenue Operations, Customer Loyalty & Metrics

Overall, RevOps views revenue not as a fortuitous byproduct of product quality, but as a reflection of a pipeline that requires efficient business operations. RevOps is predicated on alignment: uniting sales, marketing, and customer success teams into a single revenue-generation engine.

It is essential, particularly for SaaS and B2B businesses, to use techniques and tools that may assist reduce the amount of work that has to be done. When using one of these business models, it is very necessary to locate clients who will guarantee the continued development and existence of the firm at an early stage. And the primary concern is money. At this juncture, RevOps has the potential to be the approach that determines whether or not the firm will be successful.

Unifying all of a company’s functional operations personnel under the umbrella of a single unified revenue operations (RevOps) strategy is one of the most effective things that a business can do to expand the quality of the experience it provides to its customers.

Revops represents the best solution to shed light on data gaps, ambiguity, and the customer journey process. When operations teams come together under a cohesive mission, their primary focus shifts from the objectives of their individual teams to those of the customer. They operate with the same data, which provides them with a single source of truth about what is truly happening on with clients on a holistic level.

They work together on cross-functional procedures, which enables them to bridge the gaps between teams, which are typically the source of friction in the workplace. And perhaps most crucially, they collaborate in order to proactively detect problems before those problems have the opportunity to negatively impact the experience of the client.

Overall, RevOps ensures the synchronization of each team’s revenue-generating strategies and objectives. All teams are linked with respect to revenue operations, resulting in a unified and comprehensive client experience.

When it comes to customers, both sales and finance make judgments based on insufficient information. For instance, sales can be attempting to upsell a client even when they are unaware that the consumer is behind on payments.

The answer would be to integrate sales and finance around a single revenue process and mold it around what counts the most, which is not a channel or a product but rather the client. Therefore, it is crucial to develop a strong RevOps team that understands the firm’s specific requirements and difficulties and can design procedures and systems that can aid in attaining business objectives. The customer success team should include members of the sales and marketing departments.

Why every company needs an Editor-in-Chief?

Overall, a consistent, good, seamless customer experience across all consumer touchpoints must be ensured. This compounded experience encompasses sales, marketing, product, and other stakeholders. If you have a small company, it may be your CEO or founder. You may even have a CCO or VP of CX.

Nevertheless, teams should contribute to customer experience, but in the end, o e side must be liable. Your organization needs someone to edit and smooth down rough edges. What if you had an Editor-in-Chief.


Teams align better. You are clearer. You are united. There is a tiebreaker and decider. Fewer notches mean less customer disruption. Usually, Editor-in-Chief is accountable for the complete product, not only your software or marketing, but the whole customer experience, from awareness to retention to advocacy.



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.