Despite being a relatively recent term, Revenue Ops is here to stay when it comes to integrating departments and enabling processes. But what is your relationship with Sales Ops, CS Ops and DevOps?
In this post, we will discuss each of them a little and understand their differences and practical applications.
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Understanding RevOps
Revenue Ops or RevOps, simply put, is a very recent concept that encourages the centralization of marketing, sales and customer success departments, with its main objective being to enhance results and enable processes in a more efficient and reliable way to convert leads.
Based on the understanding that these three departments are interconnected, the implementation of RevOps It is a strategy aimed at increasing revenue, as the integration between the departments mentioned above allows for a much deeper analysis of metrics on all the work done up to a certain point. For example, when looking at the sales numbers, there is also a lot of work aimed at converting this customer by the marketing and customer success teams. In fact, this work generates important data, which would end up being neglected if these departments were not properly integrated.
Therefore, when these certain areas work under unified management, the departments can generate better results. Thus, RevOps is like a new department concept in itself, seeking alignment and centralization of operations and focusing on enhancing the company's revenue generation.
RevOps strategies can prove to be very useful when well structured and implemented correctly.
Sales Ops applications
Sales Operations or Sale Ops is commonly implemented in B2B businesses, and can be seen as a position or department, working internally in the sales area and aligning strategies and market applications. In fact, its main purpose is to eliminate process noise and enable greater productivity for the sales team.
Companies can rely on a single professional for this role, however, for larger-scale teams and operations, it is also possible to rely on an entire Sales Ops team. Typically, this is a common practice among companies with the highest revenue.
Among their responsibilities, the Sales Ops professional or department strives to find problems and seek solutions for processes, always working based on data to measure the sales effort, identify possible bottlenecks and generate insights.
Basically, Sales Ops allows the sales team to focus exclusively on closing deals, while the person responsible for the Sales Ops team works behind the scenes, organizing processes and defining priorities and decision-making, optimizing time and productivity of everyone involved.
For example, if, according to data analysis, the sales team is taking too long to find the information customers need in the system, it is up to the Sales Ops team to find a solution to make this process more efficient. Therefore, one of the main activities of Sales Ops is the implementation of technologies and innovation in sales processes and strategies.
SEE TOO:
- What are Revenue Operations (RevOps) and how do they work?
- Sales marketing: understand how to boost your revenue;
- How to create a sales funnel suitable for your audience?
CS Ops: Customer First
Responsible for executing strategies aimed at customer success, the CS Ops (Customer Success Operations) department builds its work based on the analysis of customer data, in order to find the best solutions for internal processes.
Identifying possible failures in processes and controlling risks are some of the activities that constitute CS Ops, as well as implementing improvements in practices and processes relating to customers and constantly monitoring these improvements, to make sure that, in fact, there was a positive impact. If not, reevaluate and look for another solution.
CS Ops is like a subdivision of the Customer Success sector, but it is much more proactive and is much more focused on the strategic development of solutions.
It is worth mentioning that customer success demands the participation of several operational areas, therefore, there is a lot to be analyzed by the CS Ops team.
To better illustrate, some of the most relevant actions pertinent to the CS Ops department are:
- Monitor data from CRM platform;
- Hold periodic meetings with customers;
- Apply internal training;
- Collect information from other departments;
- Offer a more pleasant customer experience, adding value in solving demands.
Taking into account all this information and demands that are intrinsic to CS Ops, what will determine whether you need a single person responsible for these demands or an entire team is the number of customers your company has.
By analyzing this need, you can better determine the best solution for your customers' demands and, thus, implement more effective strategies that generate better results for you and your customers.
DevOps: developing solutions
DevOps or Development Operations aims to accelerate processes through approaches aimed at implementing new resources for operational sectors, through software, bug fixes or the provision of tools that facilitate the execution of various internal processes.
These approaches require constant communication between the DevOps team and operations, in order to promote cooperation and empathy between teams.
Furthermore, the DevOps team must, mainly, work in constant collaboration with the IT department, directing its efforts towards the creation and implementation of newsoftwares, without compromising reliability with other sectors and customers.
Therefore, the DevOps team is often associated with self-service and automation resources.
Clearly, this is a task that demands an analytical and specialist approach, as it is mainly aimed at creation of programming codes and the use of more dynamic digital infrastructure in the company.
Therefore, more traditional demand management strategies do not apply to DevOps. Because it is linked to the optimization of systems and the renewal of codes, in order to use them constantly.
Summary: Despite the similar names, each department has a specific purpose within a company. RevOps directly deals with the unification of sales, marketing and CS departments in order to optimize processes; Sales Ops refers to the creation and implementation of strategies for the sales team; CS Ops is the department that will take care of customer relationships and develop better strategies to meet their needs; Finally, DevOps aims to create codes and software to enhance operational tools.
Now that you know the differences between these departments, the concepts and what their practical objectives are within a company, take the opportunity to delve deeper and learn about Sales marketing, a strategy that can enhance your revenue generation.
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