Revenue Operations: Driving Better CX And Growth

Both strategies are geared towards helping businesses optimize their investments and improve revenue, and both center around cross-team collaboration. FinOps, however, is a more technical discipline that focuses specifically on optimizing spend and monitoring its impact on revenue. By contrast, RevOps focuses on the entire customer journey with a focus on optimizing revenue flow. The terms aren’t mutually exclusive and can operate together with most SaaS vendors ultimately needing both. And it’s all ready for you to apply to your business initiatives — there’s no need to start from scratch on your own.

RevOps aims to eliminate disjointed business goals and miscommunication caused by siloed departments. Investing in a robust CRM platform ensures teams have the necessary data for their next sale. A retail business typically will produce operating revenue from the sale of merchandise. However, that same business might occasionally bring in an outside expert to provide a workshop (service) your digital assets for customers; this is common in craft and home improvement stores. Additionally, whenever the business is considering launching a new product, they might do some crowdfunding (where they solicit contributions from donors). Which of these channels contribute to operating revenue, however, depends on the type of business and that business’s primary income-generating activity.

Revenue Operations Benefits

The Chief Revenue Officer of a company is the guardian of all things revenue. The CRO’s role is to look at ways to generate and retain revenue across multiple channels. A CRO should take a unified view across all the teams and arrive at long-term strategies for steady and positive revenue growth. Operating income is one of the most important lines on the income statement. It shows how much your regular business activities earned during the reporting period. It’s separated on the statement from other income, such as investment earnings.

The main goal of revenue operations is to connect data from sales, marketing and service departments to help provide a better 360-degree customer view before, during and after the sale. Operating revenue gives you information about the company’s core operations and how this is impacting your success. In contrast, operating income focuses on gains made from operational activities, net of all operating expenses. Of importance to note is that these two are also different from net income, also known as the bottom line, which accounts for operating income less non-operating expenses. Non-operating revenue and income do not produce cash inflows that are consistent from one year to the next, which is another reason why the activity is separately identified in the income statement. For a company to fund company operations, the business must generate operating revenue.

Encourage continuous improvement

However, what is considered a strong operating margin often varies across different industries. In this example, the university’s income statement lists operating revenue and profit from operations first, then it posts non-operating revenue and profit, such as revenue received from gifts and legacy donations. This presentation of information informs those reviewing the company’s financial records that the gift is not an ordinary part of the university’s business. It is important to distinguish the difference because non-operating revenue can change drastically from year to year. Ideally, Revenue Operations should report to the Chief Revenue Officer (CRO). The CRO also oversees marketing, sales, and customer success leadership teams.

• Cross-departmental communication will be key here; consider setting up regular meetings to discuss and report on progress.
• Operating revenue gives you information about the company’s core operations and how this is impacting your success.
• By aligning these key functions with a common goal of driving revenue growth, RevOps provides a clear path to success in today’s competitive marketplace.
• Therefore, organizations must recognize the critical role played by operations in the consistent orchestration of value throughout the customer lifecycle.

If you’re ready to get started, Sales Assembly’s RevOps training resources can help you avoid common pitfalls and see results faster. Just look at Telnyx, a communications tech company that’s operating at nearly 100% efficiency using our courses, advisory tools, and peer groups. One of the biggest benefits of investing in revenue operations is the many ways it streamlines selling and proactively prevents roadblocks in the first place.

Builds More Accurate Sales Quotas and Forecasts

RevOps differs from the other two in that it’s a more comprehensive approach that encompasses both sales operations and marketing operations, as well as other revenue-generating functions such as customer success. While there’s some overlap between revenue operations, sales operations, and marketing operations, each of these functions plays a distinct role in driving revenue growth. Because of disjointed sales and marketing alignment, it can be difficult to create a shared vision and identify revenue-driving divisions. RevOps aims to improve communication, reduce siloed departments, and properly align teams regardless of location, ensuring everyone is on the same page. Non-operating revenue is revenue generated by activities outside of a company’s primary operations. Examples of non-operating income include interest income, gains from the sale of assets, lawsuit proceeds, and revenues from other sources not connected to operations.

Distinguishing operating revenue from total revenue is important because it provides valuable information about the productivity and profitability of a company’s primary business operations. This leads to misalignments and inefficiencies across workflows and processes that cause leaks in the revenue cycle, hindering companies from maximizing revenue. On the other hand, the RevOps model takes a more granular approach, focusing on aligning all the customer-facing and revenue-driving aspects of your business.

You’re our first priority.Every time.

These tools should provide integration to your CRM system, organize and optimize your email, and guide your selling based on analytics. However, there are some common elements that all successful RevOps teams share. All of these problems can happen when you don’t have revenue operations in place.

If you aren’t sure how to classify your various income-generating activities to properly identify your operating revenue, your business accountant or bookkeeper can help. Sales operations (or Sales Ops) is designed for supporting sales reps to do their job effectively and efficiently. It creates structures, processes, best practices, and guidance on how sales reps can spend more time selling and less on non-revenue-generating, labor-intensive tasks. Win rate is the percentage of opportunities you turned into won deals, divided by the total opportunities (both won and lost) you created over a timeframe. A high win rate means your team is good at converting opportunities into customers, which leads to more revenue. Growing revenue has always been the top priority of all business leaders, so it should be no surprise that more companies are trying to implement revenue operations.

Revenue leaders must establish both shared metrics, as well as those that are relevant to specific teams and roles. We’ll look at the role of data analytics and which metrics to track in more depth below. Another increasingly common term, particularly in the SaaS sector, is FinOps, or financial operations.

The solution combines people, process, and technology to help revops teams take control of their data across their entire organization. Deciding when to hire a SalesOps team depends on your company’s needs and size. Startups without marketing or customer success teams should prioritize SalesOps, allowing better-targeted tactics to drive revenue and enable team expansion.