Uncovering Current RevOps Trends
Through the integration of Marketing, Sales, and Service across your organization’s process, platform, and people, a revenue operations (RevOps) team helps you achieve full-funnel accountability. It is possible to rewrite internal processes, increase client acquisition, empower clients, and develop a business strategy focused on producing revenue when RevOps is correctly applied in an organization.
Understanding and implementing the most recent digital trends can help you remain competitive in an ever-changing company environment while increasing profitability and profits. Several contemporary trends emerge concerning Revenue Operations, which will be explored in the subsequent sections:
A greater emphasis is being placed on eradicating bots and bogus users from income funnels
Customer Acquisition Security, sometimes known as CAS, is a kind of new technology that is becoming more popular. This fundamentally new area is security supplied to revenue operations professionals to eradicate the rapidly rising issue of false users and bots from clients’ funnels, campaigns, analytics, and customer relationship management (CRM).
Sales and Business Development Representative (BDR) teams may also profit from CAS since this technology can be used to clean up their CRM. When salespeople spend their time prospecting for fictitious customers, they are squandering their own time as well as the time of their employers.
CAS solves these issues and enables BDRs to focus their efforts on generating genuine leads who are far more likely to convert. The third major advantage of CAS is that it legitimizes analytics, which cleans up data internally and helps customer success teams give more accurate information to their customers, which provides a higher quality customer journey.
Enhancing product usage data for NRR
To inform GTM choices, RevOps uses data such as product use statistics, insights, and analytics. It is necessary for marketing, sales, and other departments to have access to product use data to achieve this NRR emphasis, which has not previously been accessible. Finding a way to extract data from product and IT data warehouses and turn it into a format that sales and marketing can utilize is an extremely intriguing topic that many firms are tackling in various forms.
In turn, this contributes to “more product-led expansions targeted at current customers, and it is impacting the marketing strategy to “be more engaged in marketing to current customers as compared to their traditional sole emphasis on new logo pipeline generation.”
Less emphasis is placed on past patterns
In a post-pandemic world, organizations accustomed to relying on historical data will now be required to take into account the constantly changing circumstances of the environment and respond proactively. According to future re-openings, which vary widely depending on geographic location and time of the year, forecasting may need to be revised. Hence, it is even more critical to ensure that all teams are on the same page and pay careful attention to correct data as the year progresses.
The addition of the operational capability to technology platforms
In recent years, several platforms that were originally developed as marketing operations or CRM solutions have expanded their technology to incorporate revenue operations capability. HubSpot or Salesforce are an excellent illustration of this. According to the industry leader in inbound marketing, companies have united efforts around revenue operations, and thus the platforms they employ should reflect this.
Growing Technology Stack
RevOps is a rapidly evolving field, with several new technologies being introduced. According to Aptekar, there has been a broad shift toward using systems to solve problems — particularly in processes such as PLG (Product-Led Growth). To integrate diverse technologies and provide consistent data flow, “ops” must possess exceptional systems and automation skills, which are not always associated with the term “ops.” What exactly does he mean by this statement?
With additional revenue operations personnel comes the introduction of new revenue operations technologies. Streamlining and integrating communications for internal teams and external stakeholders via platforms such as Slack is an important trend that will spread across firms. Ensure that your team, data, and processes are all precisely aligned and in sync with one another. This is at the heart of what RevOps is all about.
More RevOps Positions
Another development we are witnessing is the growth of revenue operations titles across various companies and sectors. Indeed, revenue operations-related job titles on LinkedIn have surged by more than 300 percent in the last year. With a focus on revenue operations, corporations are not only pushing this notion but also developing positions and recruiting appropriately. Suppose your organization does not yet have a CRO, CROO, VP of Revenue Operations, or some other form of senior revenue operations leadership. In that case, that is likely to change in the next year.
A plethora of firms have created enlarged “CXO” positions with names such as Chief Commercial Officer, Chief Revenue Officer, Chief Growth Officer, and Chief Customer Officer to oversee commercial assets, operations and enabling infrastructure, and the customer journey throughout the company.
Revenue Operations in 2022
All of these trends, and many more, are gaining momentum right now. Revenue operations will assist you in better aligning your teams, connecting your data and technology stacks, and streamlining your processes for optimal agility. And, while the uncertainty persists, there has never been a greater opportunity to make a positive change. Adapting, adjusting, and shifting when necessary has always been a critical business talent. As a result of the pandemic, business agility has become synonymous with adaptability in the face of dramatic external upheavals. Businesses have seen personally how unpredictable the world is and how critical it is to respond swiftly and adapt company models to suit changing consumer and employee requirements. Additionally, 2022 has revealed a slew of unexpected threats, such as geopolitical crises, which may have an indirect influence on enterprises; hence, it is equally critical to be vigilant!
Revenue operations bring together all of your GTM teams and develop a plan that meets the demands of everyone. Agility in business is being prepared for whatever the world throws at you by being able to swiftly chop and adjust your plan, and the complexity of Revenue Operations has a great impact on this aspect!
Maintaining high levels of client happiness, success, and experience should always be a top focus for any organization. RevOps will be able to use data such as product consumption statistics, insights, and analytics to assist in GTM decision-making. Finding a way to extract data from product and IT data warehouses and turn it into a format that sales and marketing can utilize is an extremely intriguing topic that many organizations are tackling in their respective industries.
RevOps leaders’ duties are continually expanding to match the demands of a developing organization. At its heart, Revenue Operators have acted as change agents inside their organizations, transforming them from compartmentalized Go To Market teams to ones that are focused on the overarching aim of revenue optimization.
Ultimately, Revenue Operations is about aligning procedures and metrics across sales, marketing, and customer success at its heart. Many individuals with titles such as sales operations or marketing operations are already confronted with similar issues; Revenue Operations is just a more convenient way to conceive them.