RevOps: a strategic lever to accelerate your growth
In a world where competition is intensifying, businesses — whether manufacturing, industrial services or distribution — must innovate to remain competitive. The key? Customer experience (CX). But to succeed, you need impeccable internal management: this is where RevOps (Revenue Operations) comes in.
What does RevOps consist of?
The customer experience is based on every interaction between a business and its customers. For its part, DevOps synchronizes internal processes — marketing, sales, customer service, and product team — to ensure that this experience is smooth and consistent.
Ultimately, alignment between departments must take place with a clear and standardized process, supported by an efficient technological ecosystem, allowing optimal management of customer data throughout the life cycle.
Take the example of a manufacturer: a lead qualified by marketing must move quickly and without friction to sales, while providing complete visibility into customer history. This not only optimizes the conversion rate, but also the sales closing rate. The more qualified a lead is, the more likely it is to generate revenue. This alignment is possible thanks to a strategy RevOps well thought out.
The pillars of RevOps: process, technology and people
- Process: Standardize key steps to reduce errors and empower teams.
- Technology and data: Integrating an ecosystem CRM modern for a single source of truth.
- Human: Mobilizing talents and involving them in the transformation.
Measuring impact: indicators adapted to each industry
I consider that there are four key metrics to optimize revenue operations:
- Volume
- Value
- Velocity
- Conversion
These metrics can be used throughout the process, from lead generation to billing and after-sales service.
Lead Management
Key metrics: Number of qualified leads, sales conversion rate, financial impact of initiatives.
For example, a marketing team can deploy several initiatives during the year: trade shows, specific ads, and SEO campaigns. It is crucial to consolidate the number of qualified MQLs, assign them a score, and generate the best leads for the assigned representatives. A CRM like HubSpot makes it possible to centralize this data and to automate assignments and reporting.
Opportunity Management
Key metrics: Average opportunity value, pipeline velocity, sales forecasts, closing rate.
A powerful RevOps structure offers better visibility on the state of the pipeline and promotes rigorous monitoring. For example, reducing the number of dormant opportunities improves velocity and allows strategies to be adjusted to maximize revenue.
After-sales service
Key metrics: Customer satisfaction (CSAT, NPS), impact on retention, cross-selling opportunities.
The role of after-sales service is crucial, whether it's solving problems or stimulating cross-selling. A good alignment of teams and an effective use of customer data make it possible to increase the Customer Lifetime Value.
Where do you start?
Analyze your current condition : Conduct a comprehensive review of your revenue streams and identify the points of friction between your teams and your tools.
Consolidating your technology infrastructure : Take an inventory of your internal technologies and identify the necessary integration bridges.
Mobilize your teams : People are at the heart of RevOps: organize collaborative workshops to align your goals and motivate your stakeholders.
Why start a RevOps process?
Revenue transactions are the backbone of any business: a misalignment or error can have major consequences for the organization. By adopting DevOps, you benefit from a clear and integrated vision of your processes, your tools, and your teams.
Whether it is to improve conversion, accelerate your sales cycle, or retain your customers, RevOps is an essential lever for transforming your organizational silos into growth drivers. It is a strategic approach that promotes sustainable growth and predictable revenues.