Revenue operations (RevOps) is a must-have approach that helps create a unified revenue strategy for your business, which enables you to achieve sustained business growth.

It helps break down silos across teams so you can align on a shared goal.

But what does RevOps do, exactly, particularly in the B2B and SaaS setting? This article will explore just that.

What is RevOps?

Revenue operations is a strategic business function aimed at driving revenue growth.

It does this by aligning teams, including sales, marketing, and customer success, toward the common goal: maximizing revenue.

“The Revenue Operations team unites sales, marketing, and customer service to foster predictable revenue growth through operational excellence and a unified data strategy,” says Kristin Keefer, Senior Sales Operations Manager at PandaDoc. “It’s that kind of nucleus to building the strategic framework for any revenue-facing motions or activities in a centralized way.”

From lead acquisition to renewal, the RevOps team aims to create a seamless customer journey by focusing on operational efficiency, data-driven decision-making, and technology optimization.

It ensures all revenue-generating teams work cohesively and efficiently.

Executing a stellar RevOps strategy will lead to increased revenue, more accurate forecasting, and smoother collaboration between your departments — all of which leads to better customer experiences, internal processes, and business success.

In fact, B2B companies that implement RevOps can see a 10-20% increase in sales productivity and a 100-200% increase in digital marketing ROI.

How is RevOps different from SalesOps?

RevOps and sales operations (SalesOps) are two different teams serving distinct functions:

  • SalesOps focuses on improving processes and driving automation and analytics to optimize sales team performance.
  • RevOps focuses on the bigger picture, ensuring all revenue-generating teams, including marketing and customer success, are aligned and working towards sustained growth.

Let’s break that down with a real-world example.

SalesOps might focus its efforts on keeping CRM data clean and creating automations to follow up with customers/leads.

Meanwhile, RevOps is ensuring marketing, sales, and customer success teams are doing their jobs efficiently to maximize revenue across the entire customer lifecycle.

Kristin says this about RevOps’s role in honing your business strategy:

“RevOps has brought about unifying and optimizing different facets of revenue. So sales, productivity, customer success, demand generation strategies like lead generation. It’s that unification of the different facets of go-to-market, but under a centralized org so that everyone’s communicating, we’re all on the same page, and we’re building unified roadmaps together. It’s like a forcing function to have better cross-functional collaboration across your go-to-market teams.”

Connecting the dots between teams eliminates inefficiencies and increases visibility into performance, which allows all teams to work cohesively.

And if you’re looking to simplify your sales documentation, PandaDoc can help by automating proposals, contracts, and e-signatures — enabling both SalesOps and RevOps teams to work more efficiently.

Check out our blog on RevOps vs. SalesOps to get a more in-depth perspective of this comparison.

RevOps solves your biggest revenue roadblocks

Without RevOps, you’re bound to struggle to keep sales and marketing aligned. It can also be difficult to ensure efficient processes and high data visibility.

All of these challenges together can result in revenue leakage, lost opportunities, and negative customer experiences.

This is how RevOps helps you avoid these pain points:

  • Enhances collaboration. Without silos, departments can align and function more efficiently.
  • Optimizes processes. Streamlined workflows lead to fewer bottlenecks, allowing your business to get things done.
  • Improves data visibility. Insights into your performance allows you to make more informed decisions and achieve more accurate forecasting.
  • Increases revenue predictability. No more guesswork on revenue streams due to standardized processes and reliable forecasting methods.
  • Enhances customer experience. Alignment across teams helps give your customers a seamless experience throughout their entire lifecycle.

Additionally, RevOps can smooth out the sales process by helping reps focus more time on closing deals.

They do this by ensuring sales teams have the resources they need when they need them, including sales playbooks, onboarding programs, ongoing sales team training, and more.

PandaDoc CPQ for Salesforce enables reps to create, send, and track quotes directly in Salesforce, streamlining their workflows without the need to switch between tabs.

This solution brings together customer data, product catalogs, and pricing rules within your CRM, enhancing personalized interactions and improving sales effectiveness.

“Customers are saying that our workflow is a lot more intuitive. I’m glad that we can cater and design the process so that it’s easy for them.” Lewis Kim, Sales Operations Analyst

Need more convincing that RevOps is the way to go?

Organizations with strong RevOps functions achieve 19% faster revenue growth and 15% more profit than those without.

The RevOps tools you need to succeed

The right tech stack is essential to effectively implement RevOps in your business. Here are the key tools you need to be using:

Customer relationship management (CRM)

CRMs help manage your customer interactions and track sales pipelines.

RevOps maintains data quality and ensures the CRM integrates with the tools team members are using — and PandaDoc is the only software with inherent two-way integrations with major platforms like Salesforce and HubSpot.

Automation

Automation tools help with repetitive actions like email follow-ups and task-based assignments, which helps streamline workflows for marketing, sales, and customer success teams.

For example, Hubspot can help nurture leads by automating email campaigns, or it can provide detailed analytics and reporting on performance and revenue.

Document management

For a smoother sales process, tools that automate proposals, contracts, and quotes are the way to go.

Document management 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.

CPQ (Configure, Price, Quote)

RevOps oversees CPQ processes and lead handoffs between teams to ensure no opportunities are lost.

Without an effective CPQ tool, sales reps have a difficult time generating fast, accurate quotes for complex products.

According to our partners, PandaDoc offers the best native CPQ integration for HubSpot with our user-friendly interface and comprehensive feature set.

Revenue intelligence: Data integration & analytics

Data insights are invaluable for assisting sales and RevOps teams improve decision making and optimize revenue strategies.

Tracking key performance indicators (KPIs) and identifying revenue trends can be made simpler by centralizing data in an easy-to-comprehend way.

Quality data is so important that 75% of companies say duplicate or inadequate outreach driven by poor data quality loses their company customers.

PandaDoc even offers embedded integrations with critical tools so you can seamlessly import accurate customer data and simplify your workflow.

Want to build a winning RevOps strategy? Download our free RevOps ebook for expert insights and best practices.

Key RevOps metrics to track

RevOps success is measured through several KPIs, including:

  • Customer acquisition cost (CAC): The cost to acquire a new customer. 
  • Customer lifetime value (CLV): The total revenue a customer generates over their lifetime.
  • Sales cycle length: The time it takes to close a deal from lead to contract.
  • Win rate: The percentage of deals won compared to total opportunities.
  • Revenue retention: The amount of revenue retained from existing customers.
  • Forecast accuracy: The accuracy of revenue predictions compared to actual revenue performance.

If you’re aiming for sustainable growth, tracking these metrics will give you essential insights to help you refine your RevOps strategy.

Final thoughts

It all boils down to this: RevOps will fundamentally shift how you approach revenue growth in your business.

If implemented strategically, you can maximize your revenue through improved efficiencies and customer experiences.

The investment pays off because you’ll be better equipped to adapt to changing market conditions while creating a more predictable growth trajectory.

PandaDoc centralizes your data in one place. See how our solutions can work for you with our 14-day free trial.

Disclaimer

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