MarOps, Sales Ops or Revops

I'm beginning a series of posts about a field that fascinates me and where I have a lot of expertise due to practical experience. I'll be discussing Marketing Ops, Sales Ops, and RevOps. Today, we'll delve into when a company should implement one of these roles and whether it makes sense to have different types of Ops simultaneously. We'll also explore the differences between them and who is responsible for what.

Let's break it down:

Marketing Ops: This involves making marketing more effective by optimizing campaigns, collecting data, and automating routine tasks.

Sales Ops: Sales Ops aims to make sales more productive by optimizing all sales stages, from finding customers to closing deals.

RevOps: This takes a broader approach by bringing marketing and sales together to make the company more money.

Deciding when to hire a Marketing Ops, Sales Ops, or RevOps professional depends on your company’s size, growth stage, and the complexity of your operations.

Sure, now the most interesting part is when and why companies should hire each of these roles.

Of course, for enterprise companies (5000+ employees), you will have all of them. However, speaking about functional differences, I can say that:

If you are a PLG company relying mostly on inbound traffic and multiple marketing campaigns and channels, Marketing Ops is your best choice.

If you sell via demo calls, have a long sales cycle, an army of SDRs, and minor inbound traffic, you will need Sales Ops.

Finally, if your Sales and Marketing departments are not aligned and cannot build an end-to-end streamlined process, then RevOps will be able to help you. Additionally, if your top priority is customer experience, then RevOps will be the best option.

In the next article, I’ll share some research on the distribution of MarOps, Sales Ops, and REvops across industries and companies. Stay tuned!