How to implement a RevOps structure in a manufacturing SME

Implementing a RevOps structure in a manufacturing SME means aligning revenue-generating departments like marketing, sales, and service, around standardized processes, consistent technology, and engaged teams, all with a common goal: growing company revenue. This approach relies on a solid foundation, and that foundation is the CRM.

At Lakhos, we are increasingly being asked: "What exactly is RevOps, and where do we start?" Here is an overview of the first concrete steps to begin this process in your organization.

What is RevOps?

RevOps is short for Revenue Operations. The concept is simple to understand, even if it requires rigor to implement: it involves aligning revenue-generating departments so they work together rather than in silos.

In practical terms, this alignment relies on three components. First, a standardized and well-thought-out management process that flows seamlessly from one department to the next. Second, a cohesive technology ecosystem, with the CRM as the centerpiece. Finally, engaged people who understand why they are using these tools and processes.

The result? Customer data flows freely between marketing, the sales team, and service. Information becomes visible, reliable, and actionable, allowing for better business decisions, faster.

Why RevOps is gaining popularity in the manufacturing sector

In today's manufacturing companies, the goal is to break down silos. We want departments to talk to each other, communicating effectively and proactively. We want better visibility into information, from the first marketing touchpoint to after-sales service.

Technology is there to facilitate all of this, and the CRM is the foundation of the approach. But be careful: having the best tool in the world is useless if the underlying process isn't standardized, well-thought-out, and simplified. You then fall into the trap of garbage in, garbage out. That is why a well-executed CRM implementation project, with simple foundations adopted by the people who will be operationalizing it, is a prerequisite for any RevOps structure.

Step 1: Mobilize leadership and teams

Everything starts with leadership. Executives must be committed to implementing this structure and understand why a RevOps approach helps everyone do their jobs better: accessing information quickly, driving actions with reliable and accurate data, and reducing blind spots between departments.

Next, you need to mobilize your teams. CRM and processes aren't just tools for working faster or using artificial intelligence. It’s a collective, organizational effort where every department supports one another so that everyone can perform their work more effectively.

Listen to episode 29 of our podcast: Leadership and mobilization for a CRM project. (IN FRENCH ONLY)

A metric I like to bring to executive teams to convince them: the time to decision, or the time it takes to make a decision. Without getting bogged down in complexity, a few key CRM analysis metrics, like volume, value, velocity, and sales pipeline conversion rates, enable much faster decision-making. This helps avoid waiting weeks or even months, or making costly mistakes for the organization.

Step 2: Evaluate your CRM or implement a new one

Two possible scenarios here:

1. You already have a CRM. Ask yourself the right questions: Is it actually being used? Is it adopted by the sales team? Is it configured correctly? If the answer is no, it’s often a matter of process and configuration rather than a platform problem. Today’s good CRMs are all very powerful. That said, the interface and ease of configuration matter: some platforms like Salesforce can be complex and expensive to maintain, whereas a solution like HubSpot CRM focuses on simplicity of configuration and adoption. The real question to ask: Can we simplify the tool's usage to encourage adoption?

2. You don't have a CRM. To start a RevOps initiative, you need a foundation in place. Effectively centralizing contacts, companies, customers, and deals is the basis of the system. Even if the goal is to market more efficiently or improve after-sales service, without this foundation, the sales process and the customer database, it will be difficult to move forward.

Step 3: Create a RevOps committee or appoint a point person

A practice I often recommend: create a small internal RevOps committee. You aren't replacing key organizational roles. The marketing director, VP of sales, senior representative, and service manager remain the pillars of their respective departments. The committee, however, fosters alignment between these departments. It helps secure everyone's involvement and build a more standardized process that carries over from one department to the next.

Depending on the expertise available in-house, this responsibility can also be entrusted to a point person, such as a CRM project manager, who leads the initiative and ensures overall consistency.

Step 4: Collaborate with an external CRM integrator

Teaming up with an expert firm significantly accelerates the process. As a HubSpot agency and HubSpot integrator based in Montreal, Lakhos supports manufacturing SMEs through every step: mobilizing internal teams with a mini-conference on the importance of RevOps, reviewing and mapping processes, analyzing the entire lead-to-cash journey, and positioning implementation and optimization projects, including CRM and ERP integrations.

The watchword: don't wait too long, but get hands-on in a strategic way. A well-executed process map simplifies the approach and helps properly sequence subsequent project phases.

Contact us, we would be happy to assess your needs and begin this journey with you.

FAQ

What is RevOps in simple terms?

‍RevOps (Revenue Operations) is the alignment of revenue-generating departments, marketing, sales, and service, around a standardized process and shared technology, with the goal of driving revenue growth.

Is a CRM absolutely necessary for RevOps?

‍Yes, the CRM is the foundation of any RevOps initiative. It centralizes contacts, companies, and deals, and allows data to flow seamlessly between departments.

Where should a manufacturing SME start when implementing a RevOps structure?

‍It all starts with mobilizing leadership and teams, followed by an honest assessment of your current CRM or a CRM implementation project if the foundation is not yet in place.

Why work with a HubSpot integrator like Lakhos?‍

An external CRM integrator provides hands-on expertise to map processes, configure the platform, handle CRM and ERP integrations, and drive internal adoption, which accelerates the process and reduces costly errors.