How to Build an Ideal Revenue Operations Structure

Revenue Operations, or RevOps, is a centralized business method that aligns every part of your organization to grow your business. When incorporated into your company’s organizational structure, Revenue Operations eliminates downtime, streamlines internal operations, enhances client acquisition, increases retention, and creates a team of individuals focused on a common goal.

Rather than working within their own sales, marketing, and service divisions, each member employee uses their specialized knowledge to establish a powerhouse team that can accomplish anything. 

Establish the Optimal Team Structure for Your Revenue Operations

Most organizations operate using a siloed structure, with each department accomplishing specific tasks only tangentially related to other parts of the organization. Sales, marketing, and customer service operate separately, which results in miscommunication, inconsistent effort, misaligned goals, and customer dissatisfaction. Over time, the traditional approach costs companies money and hinders growth. 

Related: Revenue Operations Intelligence: Drilling Down into Marketing Impact

Harvard Business Review says, “One way to break down silos is to redesign the formal organizational structure…Employees who can reach outside their silos learn more and sell more.” But developing this capability takes time and leadership.

The key is to ensure there is executive buy-in, and they communicate it across the organization. When everyone is aligned and understands the corporate strategy, adoption is more assured. People are better able to see the bigger picture, understanding how their efforts contribute to meeting strategic objectives.

How the Right Revenue Operations Team Structure Benefits Your Business

When your organization is disorganized, it’s your customers who feel it. Whether it’s poor referral response or disconnected onboarding, clients notice when your organization doesn’t have continuity, and that can hurt your revenue. It also stunts your growth and prevents your organization from reacting agilely to customer concerns and larger market shifts. 

Revenue Operations break down the walls between your departments in order to eliminate miscommunication between divisions. With everyone working on the same team, your organization benefits from a collective group of individuals. The advantages of the RevOps team structure are myriad:

Unify With a Common Goal

Revenue Operations team structures create a solution to the problems presented by the outdated departmental approach. Rather than keeping members of the organization locked into specific departmental roles, RevOps unifies the sales, marketing, and service teams under one umbrella. These teams can share information regarding sales numbers, market trends, and customer service issues to create more relevant products and services.

Enhance Customer Satisfaction

A Revenue Operations team is more flexible, knowledgeable, and capable. They can connect to the customer with a greater degree of personalization. Customers experience the continuity that comes with open communication between RevOps team members, and the organization enjoys increased customer satisfaction and higher revenues.

Improve Operational Efficiency

Keeping everyone on the same page in a RevOps team helps your organization operate with greater efficiency. Teams are better able to pinpoint bottlenecks and solve problems early on versus waiting until they cause disruptions. 

Accurate Growth Projections

With the right Revenue Operations structure, you can compile more accurate data with regard to sales, marketing, and customer service in order to ensure that you are on the right path. With easy access to all the data you need from across the organization, you can more accurately project growth and do away with issues that can compromise your revenue.

Data Integration to Build Your Revenue Operations Structure

Using state-of-the-art data analytics, your Revenue Operations team can pivot easily in order to withstand unexpected market fluctuations and take advantage of new client pools. The most successful RevOps team will incorporate team members from every aspect of your organization under one management team. They will share one common goal and be willing and able to work together toward the overall success of the company. 

It is important to use technology that lets you build an effective RevOps Team tailored to your organization. By incorporating data integration into your structure, you can facilitate cross-departmental sharing between your sales, marketing, and service teams. Based on the data provided, you create, adjust, and modify your approach to marketing and sales in order to facilitate optimal organizational growth.

The Right Tools for Building an Outstanding Revenue Operations Team

When it comes to establishing your Revenue Operations dream team, it’s important to have the right tools for information sharing and data analysis. The success of your RevOps team structure depends on data flow between individuals within the organization. All members of the RevOps team must have access to customer profiles, marketing data, and projections.

Related: Faster Time to Revenue Means Ditching the Spreadsheet

Connecting the Data

Users need a standardized customer profile, from marketing to sales and customer service. Rather than undergoing a complex system integration, you need software that you can incorporate seamlessly into your existing system and use it to control data standardization and flow. 

Integrating this software into your operations across the board reduces siloing between your teams. Sales and marketing teams can collaborate using the same information from the interface to determine the best sales growth opportunities. Together, they can work to establish smart marketing and target sales for quicker time to revenue. 

The tool serves to streamline your revenue operations by providing actionable data analytics, so your team can improve marketing and identify the approaches that work best. With revenue analytics, your RevOps team can determine the best way to invest resources to ensure the highest returns.

Analyze the Data

Your marketing, sales, and customer service team need a tool to parse the data and find out what your marketing numbers look like. The software needs to give them insight into how quickly sales are generated from leads, and whether the right leads are being targeted at the right times in the right places. 

Together, your RevOps team of sales, marketing, and service associates can see how your marketing strategies are affecting revenue, and whether there is a sufficient win rate. They can even drill down to how long it takes from the first interaction with the customer until their purchase. Using this information, your team can focus on ways to improve every aspect of the customer experience, from marketing through sales and service. 

To learn more about ways that Vertify can help you build your Revenue Operations Structure, contact our experts today to request a demo.

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Author: Matt Klepac | CEO | Vertify