Revenue Operations: The New Leader of Go-to-Market

Marketing Management — Wed., Sep. 29, 2021

At my company, we ran a poll to see what CEOs and executive leaders think about revenue operations (RevOps). In the world of Go-to-Market, Sales, Marketing, and Customer Success must work together to create an effective business model. To do this, they must share data and create a single source of truth. Otherwise, teams will be stuck at a certain stage of business maturity. An independent RevOps role should be created to lead the operations team and answer questions like how to create repeatable processes, measure success, and clean customer data.

The RevOps leader should serve the entire company and act without bias. This will allow them to provide a scorecard that reveals the health of the business at a glance. When done well, teams can make decisions about where to invest next. Even in the ideation stage of business maturity, RevOps should still be considered.

To operate effectively, teams should unify and create a RevOps function, identify and put in place a repeatable process, and run it weekly at the executive level. This will help answer the question of what is needed for success. Having a single source of truth will help to avoid the "who moved my cheese phenomenon" and ensure teams are working together.

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