Silos are a thing of the past when it comes to operational efficiency and revenue growth. Aligning sales, marketing, and customer success is more crucial than ever to avoid fragmented processes and inconsistent revenue streams.

This is where a revenue operations (RevOps) framework comes in. RevOps is designed to unify operations across all of these teams to drive predictable and sustainable revenue growth.

In this guide, we’ll break down what a RevOps framework is, its benefits, and best practices for building one for long-term success.

What is a RevOps framework?

Simply put, RevOps is all about driving revenue growth for your business.

“RevOps is all about uniting cross-functional teams to streamline revenue-driving processes and improve efficiency. By centralizing data, optimizing workflows, and aligning people, processes, and technology, RevOps helps companies accelerate their growth in the most efficient way possible.”

Keith Rabkin, President at PandaDoc

A solid RevOps framework eliminates silos through a centralized revenue-focused strategy across key teams like sales, marketing, and customer success.

Why and how does it work? It focuses on connecting the three core pillars of RevOps to create team cohesion:

  • People – Aligning team members across sales, marketing, and customer success teams with common goals and clear accountability promotes effective collaboration and higher efficiency. Your people need to be equipped with proper resources, tools, and training to deliver quality customer experiences and drive revenue results. 
  • Processes – Optimizing and standardizing processes across departments  will help smooth out the revenue journey and reduce bottlenecks. That way, your teams can focus on nurturing relationships and closing deals to drive sustained growth. 
  • Technology – Implementing the right tools can integrate your teams, automate processes, and provide key data that will help you make better decisions for your business as a whole. From CRMs to automation and analytics, tech integrations can advance your RevOps framework to deliver real results. 

Optimizing these three aspects of a RevOps framework keeps teams working toward common revenue goals while enhancing the customer journey, which ultimately drives higher business success.

“RevOps has driven real results,” says Rabkin about the success PandaDoc has seen with RevOps. “We’ve seen improvements in pipeline, ACV, and close rates. Beyond alignment, one of the key roles of RevOps is overseeing your tools and leveraging the right tech stack to optimize processes. Whether it’s CRM tools, revenue intelligence platforms, or proposal software, integrating the right software stack can drastically improve team performance, drive collaboration, and automate repetitive tasks.”

Why a RevOps framework is a game-changer for business growth

Now that you know what a RevOps framework is, let’s dive into the benefits.

RevOps can transform your company’s ability to scale and generate predictable revenue. Here’s how:

Improves efficiency

A clear framework prevents revenue-related processes from becoming fragmented and inefficient. A well-implemented RevOps framework improves workflows by reducing manual tasks and standardizing processes, making sure your teams can work faster with fewer bottlenecks in the production line.

Aligning people and processes to achieve common revenue goals paired with integrated tech that helps your teams work smarter is a recipe for success.

Breaks down silos between teams

While silos have been common practice for many companies across their sales, marketing, and customer success teams, RevOps aims to eliminate that issue to avoid misalignment and inconsistent customer experiences.

Instead, a good RevOps framework integrates these teams by aligning on shared objectives and key performance indicators (KPIs). More on that later.

Enables scalability and predictability

A solid operational foundation is essential for any business to scale successfully. A RevOps framework encourages automation of repetitive tasks, optimized workflows, and data-driven insights for accurate forecasting—this allows you to grow efficiently while maximizing revenue.

Elevates customer experience

A unified strategy allows all customer-facing teams to operate with the same goals in mind, which, in turn, ensures customers receive a more personalized experience. RevOps allows you to better anticipate customer needs and improve retention.

Leveling up your document management system is an excellent way to improve your RevOps strategy and enhance customer experience. 2X, a Marketing as a Service business, switched to PandaDoc for their document processes and saw a growth in sales and increased customer satisfaction.

“We really like that as we grow in numbers, we can expand our use of the program to additional features and use cases,” says Domenic Colasante, CEO of 2X. “PandaDoc enables growth. We are able to recruit high quality candidates, and deliver high quality work through the functionality and features of this program.”

Read the full success story here.

Drives data insights for better decision making

Data integration is a key element of RevOps. Shared data and reporting helps teams make informed decisions while optimizing revenue strategies—which is key when you need to quickly adjust to market changes.

Key components of a successful RevOps framework

What makes up a strong RevOps framework? Here are the essential components and best practices.

1. Aligned people across teams and roles

You probably get by now that RevOps can only work well if your people are on the same page across core revenue-centric teams. In fact, companies with aligned teams experience 19% faster revenue growth and 15% higher profitability.

Best practices:

  • ● Create cross-functional teams: Set up marketing, sales, and customer success teams to collaborate on goals, challenges, and opportunities. This means setting regular meetings with all departments to ensure everyone is working from the same playbook and that there is transparency in communication. 
  • Define clear roles and responsibilities: Each department should be assigned specific tasks that help support the revenue goals of the business. This helps avoid overlap and confusion while ensuring everyone is still working toward the common goal of driving revenue growth. 
  • Appoint a RevOps leader: A dedicated RevOps leader or team is valuable for overseeing and optimizing revenue-generating processes across all teams involved in driving growth. 

2. Standardized processes for efficient workflows

Teams can work more cohesively together with standardized processes across departments, making sure nothing gets lost in the mix. This helps everyone contribute more effectively to the revenue engine.

Best practices:

  • Establish a lead handoff process: Defining clear rules for lead qualification and scoring helps create smooth transfers between sales, marketing, and customer success teams.
  • Create a sales and customer lifecycle playbook: Your teams need to work with the same best practices, sales cadences, and prospect engagement strategies to improve conversion rates. Creating standard customer journey processes helps maintain consistency and reduce inefficiencies while nurturing leads and pushing retention.
  • Leverage technology for optimized processes: Automation and CRM tools can better your workflows, improve communication, and enhance lead tracking while simplifying operations. We’ll cover more technology tools you can leverage for a successful RevOps framework next. 

3. Top technology tools for a seamless framework

A winning RevOps framework needs the right tech stack.

Best practices:

  • Invest in a customer relationship management (CRM) system: You want to centralize customer data to streamline your sales and marketing efforts with a CRM. These tools ensure efficient communication and data flow between teams. PandaDoc is one of the only companies with inherent two-way integrations with major platforms, including Salesforce and HubSpot. 
  • Utilize configure, price, quote (CPQ) tools: CPQ solutions are effective in driving revenue growth as they streamline the quoting process with automation technology to ensure accurate pricing. Modern CPQ systems connect with customer relationship management (CRM) software and/or enterprise resource planning (ERP) systems to improve automation across multiple sales channels. 
  • Adopt marketing automation platforms: Automated lead nurturing and engagement tracking is helpful for marketing teams to target their efforts. Platforms like Marketo or HubSpot are good options for this. 
  • Implement Revenue Intelligence Tools: Tools like Clari or Gong can help you optimize your revenue strategies with data-driven insights. AI-enabled, these tools can improve pipeline visibility, revenue forecasting, and sales performance analysis. 

4. Data and analytics: Setting KPIs and tracking performance

Making decisions based on real data is key in RevOps. Tracking the right metrics and establishing clear goals will help your teams stay focused on the common goal: revenue growth.

Best practices:

  • Monitor revenue growth rate: Review revenue trends often so you can identify growth opportunities and ways you can improve your strategy. 
  • Analyze customer acquisition cost (CAC): You can compare CAC with customer lifetime value (below) to ensure your acquisition strategies are cost-efficient. 
  • Measure customer lifetime value (CLV): This is the total revenue a customer generates over their lifetime. You can use this data to optimize retention efforts and prioritize high-value customers. 
  • Optimize sales cycle length: Identify inefficiencies in the sales process, like bottlenecks, and implement strategies to close deals faster. 
  • Track lead-to-customer conversion rate: Measuring the efficiency of lead nurturing and sales strategies can help you improve overall conversion rates. 

5. Employee training and sales enablement

When you equip your people with the right skills, knowledge, and tools to succeed, you will reap the full benefits of a RevOps framework.

Best practices:

  • Regularly train sales and marketing teams: Investing in ongoing training sessions will reinforce the importance of collaboration between teams. 
  • Provide technology onboarding: Hands-on training and resources are essential for employees to best use RevOps tools, including CRMs, automation, and data analytics tools.
  • Encourage continuous learning: Your teams need to stay up-to-date on industry trends and evolving best practices. You can do this by offering courses, webinars, and certifications for team members.

6. Automation: Boosting productivity and reducing manual work

RevOps is about enabling your teams to focus on high-value tasks. Use automation to ditch repetitive tasks and give your team some much valued time back.

Best practices:

  • Implement lead scoring and assignment: AI-driven models can help you prioritize leads based on engagement levels and their potential to convert into sales. This allows sales teams to focus only on the most promising opportunities.
  • Automate email and outreach campaigns: Automation can make your email campaigns a lot more effective through personalization and trigger-based systems that help you narrow in and nurture the most promising leads. 
  • Use contract and proposal automation: Document management tools can automate proposals, contracts, and quotes to speed up the sales process. These systems also give team members access to important documents when needed most. For example, PandaDoc CPQ for Salesforce is natively integrated into Salesforce, allowing reps to create quotes and manage documents without ever leaving the platform.

Request a demo of the PandaDoc contract management software today.

7. Review and optimize your RevOps strategy

This may seem like a no-brainer, but to have a successful RevOps framework, you need to be continuously improving your strategy. The more dynamic your framework, the better you can adapt to market changes and the needs of the business.

Best practices:

  • Conduct regular performance reviews: Data insights on key KPIs can help you evaluate team performance, allowing you to see where you need to refine and adjust strategies for better results.
  • Establish customer feedback loops: There’s no better place to get input on your processes and the customer experience than directly from your consumers. Find ways to gather customer feedback to understand pain points so you can adjust and improve their journey.
  • Leverage A/B testing: Experimenting with different strategies for messaging and processes is important to find what works and what doesn’t. This kind of testing will ultimately help you optimize conversion rates. 

Final thoughts

While it might take time to build a stellar RevOps framework, the results are well worth the investment. Remember, connecting people, processes, and technology under a unified strategy will help you develop a scalable revenue engine to drive predictable growth.

Learn how PandaDoc can work for your business to drive a better RevOps framework. 

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