What Is Revenue Operations?

What Is Revenue Operations?

Are you wondering, “what is revenue operations?” But, more importantly, are you curious about how revenue operations can help you improve your business productivity and maximize growth?

Listen as Heather Davis Lam explains how she transitioned from musician to revenue operations expert. Profiles in Persistence is a podcast that discusses the challenges and successes entrepreneurs and small business owners experience as they build their businesses. Guests not only share their real-world stories, but they impart nuggets of wisdom based on their areas of expertise. Learn how Heather’s company, Revenue Ops LLC, can help you streamline your operations to maximize your revenue.

Conductor of the Internet

Heather is a former musician who started a music business with no business experience. So, inevitably, she decided to go back to school to earn an MBA and a Masters of Science degree in marketing. Incidentally, she ultimately ended up in the technology space. 

As disparate as these two disciplines seem, it wasn’t too much of a leap for Heather. She applied the idea of music – a series of notes in a particular order and balanced by rules/conventional wisdom to strike a harmonious chord – to her work with technology. Her technical work involves the coordination of principles and best practices for processes to function and integrate. And, just like an orchestra, each ensemble member needs to know his/her part and the components of the entire system or band to contribute exactly what is needed at exactly the right time.

After working in various sales roles within different organizations for several years, Heather noticed a pattern. The sales team was generally in charge of the people, processes, and technology within a company. However, she believed that an independent team should manage the decisions for an entire operation instead of one particular group. As she researched this issue, she came across the term revenue operations (RevOps).

Composer of Revenue Operations 

Heather saw an opportunity with RevOps. It’s a relatively new concept, but she wholeheartedly believes in its efficacy. This strategy supports the alignment of the sales, marketing, and finance functions and the assignment of a neutral team of people who can review the operations from a systems-thinking perspective to make decisions that will drive revenue for the entire business. Hence Revenue Ops LLC was born. The team at Revenue Ops LLC helps other companies implement revenue operations tactics.

Change is what drives Heather’s business forward. Factors like COVID and remote work have impacted data accessibility and visibility requirements. Companies need to break down silos that create blind spots and operational inefficiencies. They turn to RevOps experts to help implement new technology, build new processes, and/or organize data and analytics so that teams can do their jobs more effectively and productively.

Heather plans to grow and scale Revenue Ops LLC while continuing to help her clients succeed. They practice what they preach. Expanding the technology stack, streamlining processes, and monitoring data to make strategic decisions is as much an internal goal as it is a client objective.

Experiential Advice

“If you’re doing things that are scary to you, you’re growing.”

Heather encourages aspiring entrepreneurs not to be scared of being scared. And, she encourages business leaders not to be afraid of failing. It’s important to try new things to continue to improve. You can use data and analytics to show your results and monitor your growth.

“If you’re properly measuring what’s happening and you’re using the right technology so that you’re spending less time on doing manual work and more time on actually working with your prospects, then you’re going to be able to really build your business and make it stronger and better and faster so that way you’re going to be able to bring in that revenue that you need to bring in.”

Learn more about what revenue operations is and how  Revenue Ops LLC can help you maximize your revenue.

 

About Revenue Ops LLC

Revenue Ops LLC is an experienced team of sales, marketing, and customer success professionals committed to helping clients improve performance. The ultimate goal is to streamline workflows so that our clients can make data-driven decisions that maximize revenue. We apply our deep knowledge of CRM systems like Salesforce and sales enablement tools like Salesloft to optimize sales potential by stimulating and tracking customer interactions.

Learn how we can help you implement a strategy to improve revenue operations and maximize your growth.

Marketing Automation vs. Marketing Operations

Marketing Automation vs. Marketing Operations: What's the Difference?

We know that the world of marketing can move fast, but sometimes, it seems like it can move a little too fast. Remember when SEO was the next big thing in marketing, then it was social media? Tech has done a lot to transform the industry, and it has recently given us a few more transformative and helpful innovations: marketing automation and marketing operations. 

Not sure what the difference between the two is? Don’t worry, a lot of people have the same problem. Each practice can complement the other, but they have some very distinct differences.

Let us be your guide to the growing world of marketing technology! Read on to learn everything you need to know about the difference between marketing automation and marketing operations.

Marketing Automation Defined

When people talk about marketing automation, they’re not talking about one single thing. In truth, marketing automation could be considered a blanket term for all of the software platforms and technology people in marketing and sales use to bring in leads, spread their message, and essentially, do their jobs better.

In fact, we’d bet that some people reading this are using marketing automation tools at work and may not know it yet.

Do you use Pardot or Marketing Cloud to send emails or distribute leads to your sales team? Is HubSpot your main platform for updating website content and managing social media? Congratulations! You’re a marketing automation expert, and you didn’t even know it!Marketing automation can do wonders for generating leads, measuring analytics, and managing different stages of your marketing funnel. With the right tools, you can score prospects, distribute targeted content, nurture leads, and more.

Marketing Operations Defined

Now that you have all of these amazing tools at work, you’re going to need someone who can do more than just ensure that they’re being used properly. You’ll need someone who can develop processes, implement new technology, and help analyze the effectiveness of your overall marketing strategy to enable you to scale your business. This is where marketing operations come into play.

Marketing operations, also known as marketing ops or MOPs, is the backbone of the marketing team. The Marketing Ops team develops consistent processes to ensure repeatable results, proper integration of all of the tools used by the marketing team, and reliable data collection so that data-driven decisions can be made to increase business.

The MOPs team creates the necessary automations to allow the marketing team to do less work but have a greater reach. The data and analytics gathered and analyzed provide the entire company a transparent view of the efficacy of their marketing activities. Data and analytics collected through appropriate technology and processes implemented by the marketing operations team will be a valuable resource to draw upon when planning and budgeting. They assist leadership with measuring progress against marketing goals.

 

marketing automation vs. marketing operations

Marketing Automation vs. Marketing Operations: What Do I Need Most?

 The answer to this question is simple: you’re going to need both. 

Marketing automation can do a lot to transform the way your business views marketing. You’ll be able to work efficiently, and you’ll have the tools you need to truly bring your marketing game to the next level.

However, if you want to use your new tools correctly, you’re going to need context and insight into the data you’re gathering. A strong marketing operations plan can help ensure that you’re using your tools the right way, and it will let you know if any improvements can be made.

It’s also important to note the significant role both practices can play for revenue operations, also known as RevOps.

Bringing in money is only half of the picture, so those in revenue operations understand how important forecasting and growth are to the company. Marketing automation and operations are both critical to success and provide a solid foundation for setting important company goals around revenue.

Tips For Getting the Most Out of Both

As you can see, marketing automation and marketing operations go hand in hand. Marketing automation comprises the tools and processes used to scale up marketing activities while the marketing operations team implements and drives those systems.

Now that you know the difference between both practices let’s dive into how you can get the most out of them at work.

Prep Your Content Strategy

You might be ready to invest in automation and strategy, but is your content plan ready for the change?

Lead-nurturing programs are the bread and butter of marketing automation. In order to have a stellar lead-nurturing program, you’re going to need different kinds of content that can help people at each stage of the marketing funnel.

Take the time to think about your current approach to content before investing in either operations or strategy. Think about your current content calendar and whether you have the internal resources needed to produce content regularly.

Encourage Cross Collaboration

Marketing operations is one part of a larger revenue operations strategy, which seeks to break down the traditional silos between the sales and marketing teams, improve communication, and increase effectiveness.

By implementing the right technology and processes, the entire marketing automation system will drive the front half of the revenue operation strategy, increase the effectiveness of the entire sales and marketing funnel, and improve ROI.

Get Started Now

Marketing operations and automation can be what you need to truly transform your current approach to marketing. When you have the power of tech on your side, anything is possible in sales and marketing!

You’re going to need an expert in marketing and revenue to help you launch the next stage of your business. Luckily, we’re here and happy to help. Reach out to us today, so we can make a plan for your company.

Improve Sales Operations: Soil Connect Case Study​

Improve Sales Operations: Soil Connect Case Study

Connecting People with Technology

See how we helped our client improve sales operations by replacing disparate and manual processes with a centralized and automated system via Salesforce and Salesloft. The Soil Connect sales team realized they could contact more prospects and make those conversations more productive when the new system was fully implemented.

Soil Connect

Soil Connect is an innovative digital marketplace that provides a better, faster, and cheaper way for construction professionals to transport and acquire soil, aggregates, and other building materials.

By enabling users to transact at shorter distances, they save their customers tens of thousands of dollars and also reduce the construction industry’s carbon footprint by minimizing CO2 emissions.

Clients sign up for an account and search for the type of soil they need. If they don’t see what they’re looking for, they can create a post to tell others about the quantity and type of soil they’re looking for, and can supplement their post with additional notes.

Once posted, Soil Connect provides you with a list of matches so that their clients can send a text, make a call, send an email, or message in-app to either get the soil they need or get rid of soil they don’t need.

Improve Sales Operations: Soil Connect Case Study

Revenue Ops LLC

Revenue Ops LLC’s certified consultants provide senior leadership and individual business units with the information, support and means to make data-driven decisions that maximize revenue. We do this by:

• Building the proper business technology stack

• Evaluating and optimizing operational business processes and procedures

• Managing data effectively and visualizing analytics

• Creating realistic forecasts for growth

Challenge

The Soil Connect team was working from spreadsheets, and the data was becoming harder to manage. The team had little to no visibility into which sales activities were working or not, and data was both siloed and difficult to analyze. The sales team’s activities were difficult to measure, and their current processes weren’t scalable.

Solution

The Soil Connect team decided that Salesforce would be the best CRM to help centralize marketing and sales activity, while Salesloft would be the preferred sales enablement platform. Both systems were integrated and implemented at the same time, and over 400,000 prospect and client records from their spreadsheets were imported.

Benefits

The entire team had access to their entire database, and could create reports and dashboards in Salesforce to visualize what was happening within their business, to make data-driven decisions. The sales team went from a 10 - 15 minute process for making a single prospect call, to 10 - 30 seconds. Dials went from double digits per month to to double digits per week.

Results

The buying and customer experience is better and more efficient. Internal stakeholders benefit, as they can ramp up new employees faster, scale activities, and have access to previously siloed analytics. Results are concisely and easily shared with investors.

“It’s going from a screwdriver to a power drill.”

Jonathan Alvarado, Chief Growth Officer

We’re strategic Revenue Operations analysts focused on optimizing your business and provide a variety of services to meet your specific needs. We’ve helped companies and teams of various types and sizes digitally transform their operations.

We’d love to help you improve your sales operations and increase productivity and revenue! Contact us now to get started.