RevOps (revenue operations) isn’t just a new buzzword. Although it borrows from existing marketing, sales, and service operations disciplines it focuses on the full client journey, supporting all customer-facing teams, improving revenue opportunities and customer satisfaction. Why is it time to consider adding a RevOps function to your organization?

1 – Broken processes

Marketing, sales, and customer success professionals all agree that there are gaps between each team in traditionally siloed organizations. Sales doesn’t act on marketing leads quickly enough, marketing can’t measure the value of their programs, customer success has to rediscover client requirements during client onboarding. 

Do you have a customer-centered process to address needs from lead generation through renewal?

2 – Broken data

Each team believes they have unique data requirements, which all need to be added into the data structure. Each group adds new fields and values to the database, which makes record management unwieldy and resulting data difficult for the organization to use. With no governance, you’ll soon see duplication, invalid information, non-standard values, and far more. 

Do you have a single-source-of-truth database that all teams can report from confidently?

3 – Broken tech stacks

It is far too easy to add a new widget because it’s “vital”, simply to have it abandoned when it’s too complex or doesn’t provide the value promised by the vendor. Often, companies have multiple solutions that do very similar things. On a good day, that’s expensive. On a bad day, infrastructure will simply break down leaving vital tools unavailable to your teams.

Do you have a way to manage additional software that focuses on customer experience rather than technical wizardry? 

4 – KPIs don’t align with business success

While marketing reports hundreds of qualified leads, sales reports that only the leads they create close as new deals. And customer success reports high client attrition because the products they received weren’t what was sold to them. 

Are your teams’ success metrics aligned with organizational objectives?

How does a RevOps Wizard Solve these Challenges?

The strength of a fully-enabled RevOps leader is that they consider process, data, technology, KPIs, training and more across the organization, through a client satisfaction lens. To break down silos and bridge organizational gaps, a RevOps leader will focus on ensuring the right processes are in place, data is clean and reliable across the organization, and the tech stack is optimized to support the customer lifecycle. 

Map processes

First, observe and interview. Find out from members of each team what processes they use to move someone from lead to renewal. Then, map actions against a timeline, overlay who “owns” that step, how you know a prospect has entered or left a given step, and what the micro conversions are that move someone along. 

Then RevOps works with all of the team leads to identify challenges that are slowing down or keeping clients from having a smooth experience.

Often, small changes in a process can result in significant improvement further along the customer journey. For example, changing a marketing-to-sales lead handoff process could speed up sales follow up, which would increase the prospect’s positive experience.  Or, if customer success can only onboard a client after their initial invoice is paid, consider incenting sales to complete a post-close outreach before handoff to customer success.  

Data governance

A RevOps professional knows how important data quality is to the smooth running of all customer-facing teams. Ultimately, data governance is an internal framework that manages the availability, usability, integrity, and security of data. It also establishes data standards and controls access to data. 

Although there are many aspects to data governance, one of the most important documents that RevOps should build is a data dictionary. This document maps all fields in each system, integration across platforms, and identifies the platform of record for any given field. Building this dictionary will help identify data or integration gaps, or inconsistencies in data formats. A data dictionary also provides clarity on what data structure you can add or change, while understanding impact across the ecosystem.

Tech stack management

Although most companies rely on IT to implement new sales, marketing, or success technology platforms, RevOps should be part of that discussion (or leading it). IT is amazing at making technical solutions work, whereas RevOps works with customer-facing teams to identify *why* to use particular solutions. 

First, RevOps should inventory all of the technology platforms teams use. Then look at each investment to see whether there is functional duplication, gaps, or inefficiencies. 

Once the customer-facing teams have had an opportunity to review their unique technology requirements, your revenue operations wizard can work with each team to simplify and streamline their piece of the tech stack, validate integrations, and cross-train where needed.


Do you still view operations as a cost center? With a new lens of customer experience, the RevOps function is able to find revenue opportunities, protect valuable data, and find ways to save time and money through wise technology choices. 

Want to learn more? Check out the services MRM offers in helping you adopt revenue operations at your company.