Revenue Acceleration: How to Move From Alignment to Action

As companies expand, they typically end up with what is referred to as “silos.” This happens because each department in the company develops its own set of processes and priorities.

For any company looking to grow exponentially, this is an issue they need to address quickly. 

This article will show you how cross-department accountability can help your company break down these silos so everyone can work together more efficiently.

Why Organizational Friction Is Hurting Your Bottom Line

In B2B organizations, the word “silo” is often used to describe a point of contention. 

They’ve created tension between departments who are all trying to achieve different goals and missions, and this has negatively impacted marketing, sales, and customer success teams. 

Over the past few decades, customer journeys have become more complex with an increasing number of touchpoints and channels. This complexity has made it harder yet more important for companies to remain agile while still achieving their goals.

However, lack of alignment among teams adversely affects outcomes preventing the companies from reaching full potential. 

After years of being relegated to the back seat, customer service is finally taking center stage. As more and more companies realize that customer experience leads directly to profits, it’s no surprise that marketing, sales, and CS are now being called on to work in lockstep. 

Yet, many teams still struggle to align their efforts towards a unified goal- building an organization focused on digital experiences and sustainable business models for the future. 

This shift brings changes in how businesses interact with their customers- one is that there is less friction between these internal teams as they work together to create amazing seamless interactions for every person who interacts with the company.

For this reason, revenue functions have become increasingly important to help companies remove friction. These are Revenue Operations and Revenue Acceleration.

Revenue Operations & Revenue Acceleration

Revenue Operations, or RevOps for short, is the combining and aligning of sales, marketing, and customer success teams within a business.

With these three teams working together, a business is able to optimize its sales and marketing funnel, collect more high-quality leads, and make more money. 

Now let’s see what Revenue Acceleration is:

Revenue Acceleration is part of the revenue operations process.

Revenue operations focus on executing and aligning teams, while revenue acceleration provides tactics and tools for sales, marketing, and CS to take action in their day-to-day work to fuel growth. Both revenue operations and revenue acceleration have the same goal: to introduce full-funnel accountability between the three revenue teams and provide more value to customers. 

With Revenue Acceleration, marketing, sales, and customer success teams merge to help customers achieve the value they expect from the brand.

The revenue team helps customers achieve the value they expect by connecting with them through a personalized experience that is tailored to their needs.

The study shows that the companies that align their revenue teams have a 19% faster revenue growth. These companies are able to do so because they act on the same insights and share the same goals, which means they have full-funnel accountability.

One of the best ways to get these teams on the same page is rallying them around their customer. 

This will give them a better understanding of what they are trying to accomplish, and help them be more efficient in how they work together, all while doing what’s in their customers’ best interest. 

After all, a good customer experience is like a gold mine. It not only pays for itself, but it also generates more revenue than any other form of marketing.

The key metric, customer lifetime value (CLV), is used to tie marketing, sales, and CS together. These teams each own a revenue segment that impacts the experience and success of CLV.

Once your team has a single source of truth around data, you don’t have to waste time debating who is right or why the numbers don’t match up. You can take action to:

• Identify deal risk and upsides
• Accelerate current quarter pipeline
• And accurately predict revenue early in the quarter as well as forecast future quarters

By using the forecast and pipeline as a single source of truth, you can start looking two, three, or even four quarters into the future. This will help you to make better decisions for your company.

To create a more predictable, streamlined process for revenue, we’ll go over our framework and model for Revenue Operations and explain how to use this model in order to accelerate your business growth.

Read the rest of the article on the Funky Marketing website.