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What is Revenue Ops?
Revenue ops consist of a single team that focuses on maximizing revenue. In organizations with a Chief Revenue Officer, or even Chief Financial Officer, that oversee all forms of revenue, the revenue operations leader acts as the “Chief of Staff” in these roles. Ensuring that all information, insights, and trends are in line with the strategy and goals of the organization. The flat revenue team structure prevents siloes from forming, which typically happens in companies with separate sales, marketing, and customer services teams. By combining these functions under one umbrella, effective leaders can build a culture of collaboration. An integrated rev ops team handles all the processes needed to drive revenue. Tools and processes needed to make this happen include the right software tools, change management systems, and up-to-date, high-quality documentation.
Revenue operations certification programs offer sales operations, and sales professionals with training to better understand the key performance indicators that matter most. Our good friends over at Sales Assembly have an incredible certification program.
Rev Ops vs Sales Ops
Many companies have sales operations teams that focus on creating efficiency in a separate sales department. Sales operations teams focus mainly on sales and the cost of sales. They may be aware of metrics that affect the overall revenue picture but focus on selling net new revenue as opposed to generating more gross revenue.
When considering rev ops vs sales ops, the revenue operations definition is much broader in comparison. Rev ops teams drive efficiencies in all departments affecting revenue growth. A revenue operations org chart encompasses marketing, finance, customer service, and sales. There is still a sales team that focuses on selling products, but the revenue operations team integrates behind-the-scenes work such as collecting data and using it to inform decision-making.
Sales operations teams improve sales performance, analyze sales data and formulate strategic plans that free sales representatives to concentrate on selling. A revenue operations team acts as a central point for customer acquisition, satisfaction, and churn.
Depending on how their departments are structured, companies can have commercial operations analysts who report into sales leadership or rev ops leadership. Commercial operations analysts establish new markets and determine how best to expand markets for their company’s products and services. They may also eliminate sales strategies that are no longer effective. Separating commercial operations vs sales operations enables sales representatives to focus on building client relationships and selling products and services.
Why Is Rev Ops Important?
In siloed sales structures, sales and marketing teams can work towards different goals. Rev Ops integrates all the functions that drive revenue to provide a cohesive revenue operations framework for the entire company. This eliminates contradictory goals and enables a cohesive approach to sales targets and revenue growth.
In a revenue operations team structure, sales, marketing, and customer service report into the same C-level position, such as the CFO. In a traditional, siloed org chart, sales and marketing might be governed by completely separate chains of command with competing interests. Often, customer service is also separated in terms of leadership and operation.
Organizations wondering how to build a revenue operations team can start by flattening the leadership and integrating the chains of commands. In traditional org charts, marketing, sales, and customer service may have unique metrics. Forming a rev ops team allows companies to create a single set of revenue operations metrics that means the same thing to everyone.
Suggested revenue operations metrics include:
- New customer acquisition and cost to acquire (CAC)
- Number of bookings or units sold
- Annual /Monthly recurring revenue (ARR/MRR)
- Cash collections
- Customer lifetime value (CLV)
- Carry capacity
- Ramp time
- Customer churn
- Customer satisfaction
- Net new revenue
- Gross profit
- Rev Ops Total
The rev opts total will be different in various industries but should encompass the total costs of the revenue operations team versus the revenue generation. This would include the savings experienced by flattening upper management roles.
The revenue operations role is to accelerate growth and guarantee predictable revenue by optimizing all the departments in the company that plays a role in revenue generation.
What Does it Mean to be a Rev Ops Manager?
A revenue operations manager makes the final decisions on strategies that drive revenue. On a day to day basis, they create processes to enhance collaboration between sales, customer service, and marketing teams.
Revenue Operations Manager Job Description
As a director of sales revenue, you choose the best technology to help integrate these teams and to ensure that important customer data is available to everyone who needs it. A revenue operations job description includes vetting out appropriate customer relationship management and back end applications that enable seamless reporting. Additionally, this role is in charge of business analytics impacting revenue.
What does a Director of Revenue Operations Do?
As the head of revenue operations, leaders can expect a wide range of opportunities and responsibilities to arise. To increase your chances of advancing into a leadership position within a newly created revenue operations team, you may want to pursue a master’s degree in finance, operations, or a related field. Choose a degree that will enhance your existing experience. For example, if you are currently a sales manager, and you would like to work your way up to a position as a revenue operations manager, you can take certifications or an advanced degree in marketing, information technology, or finance.
There are many different options to advance a revenue operations career path. the first thing that you should do if your company doesn’t already have an integrated revenue operations team is to canvas senior leaders to determine whether there is enough interest to pursue this where you’re at.
Leveraging Revenue Operations Software
Revenue operations managers who choose great software to help their teams integrate drive successful departments and can automate many of the manual tasks associated with revenue operations. There are many benefits to using software that includes all the customer, sales, and related information into one system.
Without a strong, integrated technology stack, merging marketing, sales, and customer service KPI’s, results, and goals into one high performing platform can be difficult, if not impossible. With one source of truth, you can create metrics with the same definitions across departments and create a truly collaborative culture. This also enables you to drive incentives off the same metrics so that everyone is focused on the key business operations goals. Finally, by automating the manual and tedious tasks your revenue operations teams can act as internal consultants to drive efficiencies and growth across the business. Not just collect and report on metrics.
Canopy.io helps managers integrate every revenue-generating team. Providing revenue leaders with Scenario Planning, Real-Time Monitoring, Trend Analysis, and Forecasting. Canopy has signals that act as a GPS to let businesses know if they are on target for their goals. Just as a GPS tells drivers if they are on the right road and which way to go to get to their destination, canopy monitors key metrics and notifies stakeholders when the business has veered off into an unknown direction. Signals provide your revenue operations team with the ability to make predictable decisions, prioritize their efforts, and stay proactive about revenue growth. Canopy gives you access to everything that impacts sales pipelines and customer acquisition ensuring you have the answers you need to drive growth.
How cool would it be to press a button and have an application tell you when decisions you make put your company at risk? With Canopy, your team gets real-time notifications when they hit or miss preset targets. Having this information in hand prior to significant milestones can help your team turn losses into wins before it’s too late. Controlling the pipeline and assessing which markets to concentrate on can be difficult in the best of situations. Without software that can accurately measure pipeline movement and also monitor key performance indicators, you aren’t setting your team up with the tools they need to succeed. Fortunately, Canopy has all of these tools and more. With customizable email digests and signal creation, you can adjust the tool to your company and industry and create a dashboard to help you run your day-to-day operations as well as long-term strategic moves.
Accurate forecasting is key to any revenue operation team. By putting all of your information in one place you can ensure that everyone is looking at the same numbers, which improves your chances of meeting or exceeding your forecast.
Coaching and scorecards are the heartbeats of customer service and sales organizations. Canopy includes this functionality as well as management reporting for a 360-degree view of your performance.
For more information about Canopy, click here.
ProfitWell is another company that provides integrated tools for recurring revenue growth. This software focuses on the entire sales funnel so that revenue operations teams can increase customer retention and repeat purchases.
Where You Can Go for Additional Information
Do you need help convincing your leadership to work toward integrated revenue operations org chart? SiriusDecisions revenue operations’ holds an annual conference where you can learn about all things revenue operations. We highly recommend attending. The company also offers research articles for setting up and running a revenue operations team at your organization.
According to SiriusDecisions revenue operations charter, leaders can maximize performance by auditing the entirety of their company’s revenue-generation engine. This includes planning, infrastructure, data, and information technology.
Revenue operations combine the sales operations and other revenue functions under a new organization. This is going to require a change at a fundamental level — there’s really no way to sugarcoat that. However, leaders can prepare teams well in advance by explaining the overall goal and putting minds at ease before rumors start.
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