RevOps is divided into 3 sectors: marketing, sales and customer success. Your job is to ensure that these different sectors are well aligned in order to increase the revenue generated.
Whether the goal is to attract new customers or increase the average number of customer tickets with new products, it always focuses on improving the customer experience with a unique and personalized service.
The analysis, follow-up and monitoring of each client's KPI (Key Performance Indicator) data is the most important principle of RevOps, since it is through these identifiers that we can extract the relevant data for our leads and target audience, which will enable us to optimize the sales process.
For this, there is RevOps (Revenue Operations), which is nothing more than the alignment between departments in your company that allows you to improve the analysis of the data collected, increase lead generation and make all the difference at every stage of the process for your customers.
In this post you will see:
- What is Revenue Operations (RevOps)?
- Revenue Operations: how does it work?
- How can RevOps impact my clients?
- RevOps and the digital market;
- Useful tools;
- Why implement RevOps in your company?
- Creating better processes;
- Understanding what really works;
- Organizing data;
- Integrated tools;
- Optimize to delight.
Let's go?
What is Revenue Operations (RevOps)?
RevOps is about unifying departments (marketing, sales and customer success) to better manage processes, create more cohesive strategic planning and monitor the performance of your marketing campaigns.
It provides more effective analysis when it comes to converting your leads and creating better proposals to offer customers, improving your relationship.
In short, it will be a facilitating factor for improving your results by making processes more proactive. Making it possible to create strategic plans in which the data and insights collected are available to all three departments.
Revenue Operations (RevOps): how does it work?
RevOps ' main priority is the integration and centralization of work between sectors. This change will require processes to become more dynamic. The use of a CRM (Customer Relationship Management) platform will be essential if these new processes are to be implemented in a cohesive and well-organized manner.
This integration means that the individual objectives of each sector will still be distinct, but their structures will be modified, as the focus must now be on alignment between them in order to guarantee a better customer experience.
For example, departments such as marketing, sales and customer success aim for a better customer lifecycle. Therefore, if this factor is defined as a priority, the other departments should establish metrics that are beneficial to this priority in question. Adopting the use of digital tools aimed at better delighting your customers and leads.
Alignment between all departments is the ultimate goal here, as sharing information and data will provide much more fruitful analysis and insights. And the correct implementation of RevOps is the key factor in making marketing strategies more effective and focused on customer success.
How can RevOps impact my clients?
One concept to take into account when implementing RevOps is to understand the best way to attract, involve and delight our customers and leads. Therefore, establishing a language and attitude that captivates them during your marketing campaign and at all stages of the buying journey is an indispensable practice.
Based on the assumption that a customer's buying journey can be seen as a funnel, in which this customer, after going through the entire buying process, will no longer be a relevant factor for the business in question, because the stage of capturing this customer is located only at the top of the funnel and the due attention that should be given to all customers, in this case, begins and ends right here.
This is a mistaken practice that will only give priority to customers who are at the beginning of their buying journey. Something that can be detrimental to your company, as it gives the impression that it's not very important to keep those who are already customers.
Whereas, in fact, the concept of a flywheel, in which the customer is always at the center of it and in contact with the stages of attraction, involvement and enchantment that your company or service provides them with, is, in fact, the model to follow. It will add more value to your business and to the customer in question.
Centering your processes around your customer will give them a more humanized perception of your company and, as a result, they will become your main marketing tool, since satisfied customers generate better business and results and can also become positive references for your brand.
Attraction can be done through emails, bots, live chats and messaging apps, so that you can actually engage leads that lead to conversion. In fact, when it comes to delighting your customer, send emails and marketing pieces that are relevant at the right time and to the right person. Something that can have an incredible impact on converting new customers.
And this process can be optimized by implementing RevOps, because the strategic planning it provides, together with the integration of your team for a single purpose, will ensure that the customer experience is much more pleasant. This can generate more revenue as the practices are successfully executed during your marketing campaigns.
RevOps and the digital market
With the constant growth of the digital market, the relationship between customers and prospects and companies and brands is becoming more and more relevant, since strengthening this relationship allows for the collection of valuable data about these customers and, consequently, allows for the development of a buyer persona that is much more reliable for your business.
Once you have this information, optimizing it to convert quality leads for your business is a priority.
However, just knowing who your target audience is is not enough, as the way you communicate or interact with your buyer personas can make all the difference, just as incorporating tools such as chatbots can make it easier to use your company's website and access more specific information that customers might want to find.
Since customer service has become faster and even more immediate, it's important to make these processes viable, as they can generate great leads and conversions.
Trends are fickle and constantly changing, so a well thought-out revenue marketing plan for your sales strategy will require in-depth knowledge of your prospects and buyer personas.
And this can indeed be achieved through RevOps, since with it, the quantification of relevant information about your customers becomes more tangible and guarantees a better course of action to better engage your customers. And always remember that your customer's success is also your success.
Tools for organization
In order for departments to achieve the best results in a unified manner and for strategies to be created in an objective way, it is important to use the right tools when carrying out RevOps, so having a CRM platform where departments can access the data and relationships of their customers and leads is essential.
Hubspot, for example, offers not only contact management tools in its CRM system, but also a range of functionalities, such as real-time activity analysis, prospect tracking and many others. Considering that the platform allows data collection to be done in a simple and integrated way between all your company's departments, facilitating communication between employees and access to important information.
By implementing the tools available on the platform in your tasks, your team will have easy access to the most important customer data and greater ease when it comes to putting your marketing strategy into practice. Not to mention the ease of sharing insights from each department and how best to use them to attract, engage and delight your customers.
Why implement RevOps in your company?
RevOps is primarily a tool that will simplify your processes and align your teams even more. Without losing focus on generating more revenue by capturing quality leads.
Here are some of the advantages and benefits that RevOps will give you:
Creating better processes
With the integration of all departments through a CRM platform, new processes that are simpler and more dynamic will replace the old ones, eliminating bureaucratic loops and saving time.
Understanding what really works
Mapping the data of your customers, leads and prospects is extremely important. Knowing what kind of content to send to each of them is essential. This can be made easier with RevOps, as it enables you to better interpret this data and how best to assign content to each type of customer.
Data organization
A good CRM platform, such as Hubspot, will give you the support you need to access metrics and other important information in a simple and practical way. And RevOps is the path that will always lead to organizing this data.
Integrated tools
Acquiring, implementing and managing tools that are relevant to RevOps for your company or business gives you better control over the activities of all departments and can also reduce costs.
Optimize to delight
Considering that the purpose of RevOps is to centralize the customer and better understand how they behave in relation to your company or brand, optimizing your processes will be the key to attracting, engaging and delighting this customer.
Since this process can bring many benefits to you and your company, it's always worth evaluating how to integrate processes and simplify your customers' buying journey, always seeking to make the experience pleasant and memorable.
An unsatisfied customer will never recommend your brand, even if your product or service is great. The differential that will retain this customer and bring them to your brand will depend on the way you approach them and, above all, meet their needs. What's more, really engaging your customer based on real data that is relevant to them is the most important foundation of RevOps, because, over time, your customers will actually become your best marketing tool. And it is through word of mouth that they will spread your brand name and add value to your company.
To find out more about RevOps, Inbound and many other methodologies and tools that can make a difference for you and your company, visit our website and check out our articles to learn more about how to better delight your customers.