The Rise of Revenue Operations

The number of technology applications and specializations being developed for B2B customer engagement have risen exponentially over the past few years and with it, the need for a discipline that owns the full customer lifecycle strategy.

Updated
November 19, 2021

A shift in our approach to B2B Sales

There has been an operational paradigm shift over the past 5-7 years in SaaS & B2B Technology, starting with an emphasis on Sales productivity and evolving into a much more crucial function that guides Sales, customer acquisition, and customer retention strategies.

Across industries, companies are making the jump from traditional metrics of sales performance to multivariate metrics that allow the measurement and analysis of success throughout the entire sales process. As this proliferation of new systems and systems-of-record continues, so has the call for integrated sales and marketing systems that enable complete visibility across an org.

Sales Operations has become the glue that connects all company-wide performance drivers, including Sales, Marketing, Account Management & Customer Success, Operations, Product, and Finance into one unique buyer’s experience. For companies today, integrating not only your systems & data strategy but also your processes and customer communication is paramount to delivering a unified customer experience and internal feedback loop as you expand product offerings and territories. In the last few years, we have seen the Sales Operations function evolve well beyond just Sales and become Revenue Operations.

The role of Revenue Operations as a unifying voice

The complexity of today’s sales environment isn’t going away anytime soon. Customers will continue to demand a personalized experience from companies, yet to retain those customers, organizations need to obtain frequent, insightful feedback. Those that want to excel at sales must take a multi-faceted approach to engagement.

Business buyers have higher expectations than ever in what they demand from prospective vendors. Not only do they want a response when they are waiting and a call when they are ready but they expect a rigorous approach to sales backed by data and personalization, while delivered through a customer care lens.

A unified systems strategy allows businesses to deliver on these goals. It is the first step in creating the next generation of go-to-market strategies, using data from all areas of the organization to build a complete customer experience that offers insight into how best to service existing customers and capture the maximum amount of revenue but also create a more efficient and effective sales process as you expand your customer base.

Lifecycle management offers the ability to create a fully integrated ecosystem that enables every point of customer engagement with each individual customer. In the context of sales, the system has to integrate and offer tools to help those businesses create the optimal customer experience across the gamut of interactions.

So, how can you adopt a new way of working? Here are some rules of engagement:


As a sales organization evolves, it must focus on improving every contact the business has with each customer in every step in their customer lifecycle. The number of tools that exist in the Sales, Marketing, and Customer Success landscape means that business processes are no longer constrained by technology and every interaction can be engineered for optimal success. Adjust processes for every phase of the customer lifecycle: Organizational needs vary at every phase of the customer lifecycle and across each buyer - leverage Sales Operations to create personas and define the criteria that guides each decision making process. From there, you can devise the right communication strategy and cadence for each persona, pinpointing needs to each team during the customer journey handoff. Business leaders can decrease outlays by pinpointing the metrics that identify success at different stages of the customer journey. This will give them the insights they need to retain existing customers, acquire new ones, and improve customer experiences.

Considering every event that happens within a customer lifecycle has many touch points leading up to it, there is a wealth of data available to further optimize - the challenge is that it lives across various teams and systems - unifying those systems and centralizing the data analysis is the key to devising a cohesive strategy and this is the fundamental value Revenue Operations brings to your organization.

Determine where each phase of the customer journey begins and use the entire organization in your effort to create a better, personalized experience for every single customer interaction.

Organizations in the B2B space are having to adopt a holistic approach to customer engagement and Revenue Operations is being tasked with building the systems, process, and analytics engine that informs on it all - expect Rev Ops to become the most significant member of the C-suite in the years to come.


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