RevOps Vs RevFlops: What Revenue Operations Is And Isn't, Because Apparently, I Need To Spell It Out

Alright CEOs, founders, and partners, let’s cut through the bull hockey and get to the heart of Revenue Operations (RevOps). There seems to be a lot of confusion out there, so let’s clear it up once and for all. I'm going to piss off a lot of people today, but who doesn't love a reality check? Call it tough love.

When people ask me what I do for a living, I tell them that I am a revenue operations consultant and I provide fractional CRO (Chief Revenue Officer) solutions for technology companies, among other things. So, what is typically the next response I get?

"That's great. By the way, I need a commission-only sales guy to sell my website development services and I am willing to pay a jaw dropping 5% commission on any deals you can bring to the table. You can make a ton of money selling our services!"

And when I ask for their sales plan or strategy, they don't have one. Spray and pray. That just chaps my hide. I graciously decline their once in a lifetime opportunity, although if they are willing to give me 50% equity in their company, then I'll listen.

RevFlops: What Revenue Operations Isn’t (Just to Clear Up Your Misconceptions)

1. A Singular Department or Role

Contrary to popular belief, RevOps isn’t just one person’s job or department.

A glaring mistake I see is when a company operates the sales, marketing and client retention teams in complete isolation from each other. The sales team may be selling AI services, but the marketing team is putting out collateral on their website development services, and the customer service team hasn't been trained to handle calls on either one of them. Ghastly!

2. A Replacement for Sales or Marketing

RevOps doesn’t mean you get to ditch your sales or marketing teams. Sorry to burst your bubble.

I specialize in tech, and have been for over 28 years. I've seen a lot of changes in sales, marketing and client retention tactics and strategies since the days of Windows 95 and the PalmPilot. In my first sales job, I actually got a copy of the Yellow Pages and started making phone calls, and yes, even drove around canvassing areas until the receptionist was tired of seeing me.

It's not like that anymore, and too many times, I see decision makers think that they can use AI and tech to completely replace the RevOps role. Don't fall into that trap.

And, by the way, if you want some "vision" on what the future of sales will look like a year or three from now, watch for my upcoming book titled "The Quantum Leap: Transforming Sales For The Future", a unique novel that peels open the curtain on the RevOps environment, and real practical ways to prepare for the changes.

3. A One-Time Fix

RevOps isn’t a magic wand you wave once and forget about. It’s an ongoing effort. I know, continuous improvement – what a drag.

A healthcare services company doesn’t just implement RevOps and call it a day. They continuously track key performance metrics, such as patient acquisition rates, appointment scheduling efficiency, and patient satisfaction scores. By regularly reviewing this data, they can identify areas for improvement and adjust their strategies accordingly. For example, if patient feedback indicates long wait times, they might streamline their appointment scheduling process or enhance communication channels. This commitment to ongoing evaluation and refinement ensures that the company adapts to changing conditions and continuously improves its operations. Because, surprise, markets change and so should you.

RevOps: What Revenue Operations Is (Because You Are Clearly Confused)

1. Alignment of Sales, Marketing, and Customer Success

RevOps is all about making sure your sales, marketing, and customer success teams actually talk to each other. Shocking, right? It’s almost like working together could lead to better results. Imagine that.

Picture this – your software company’s marketing team coordinates with sales and customer success. They share insights and strategies during regular alignment meetings, ensuring that marketing campaigns target the right prospects, sales teams are equipped with the right information, and customer success teams know what promises were made. This seamless communication prevents mixed messages, improves the customer experience, and ultimately leads to higher conversion rates and customer retention. Revolutionary!

2. Data-Driven Decision Making

RevOps means making decisions based on actual data, not gut feelings or what you dreamt up last night. Radical idea, I know.

A company employs RevOps to collect and analyze data across all customer touchpoints – from marketing campaigns to sales interactions and customer support. They run customer satisfaction surveys and metrics with existing customers. By leveraging this data, they can identify patterns and trends, such as which marketing channels generate the most qualified leads, which sales tactics are most effective, and which customer issues lead to churn. With these insights, the company can refine its strategies, allocate resources more efficiently, and proactively address potential problems, leading to more informed and effective decision-making. Shocking approach, isn’t it?

3. Process Optimization and Efficiency

RevOps is about making things run smoothly by automating repetitive tasks and ensuring everyone has what they need. Because apparently, efficiency isn’t a given in your world.

An business uses RevOps to streamline its lead management process. They implement automation tools that score and route leads based on predefined criteria, ensuring high-value leads are prioritized. Sales reps receive instant notifications when a high-value lead comes in, allowing them to follow up promptly. Additionally, RevOps helps integrate CRM systems with marketing platforms, providing a unified view of customer interactions and history. This automation reduces manual work, minimizes response times, and ensures that no valuable leads slip through the cracks. Who knew efficiency could lead to success?

RevOps: How I Work My Magic (It's Not Rocket Science, But Revenue Science)

RevOps is not just "hiring the sales person", "customer support rep" or "blogger". It may be part of your overall strategy, but not a strategy in itself. Oh, and you do have a strategy, right?

Real RevOps leadership provides direction to all facets of the revenue team through these leadership levers- goals, resource allocation, commitments, measurement, and transformation. I'm a firm believer in the Revenue Growth Model, a systematic approach that focuses on strategy, structure, and management. I know- it's as exciting as watching golf on a rainy day, right? But it works and it works well.

After all, for all you software development and tech companies- you wouldn't start a complicated project without a project plan and talking with stakeholders, would you? Why would you do that for RevOps?

Through these principles, I help tech businesses streamline operations, enhance collaboration, and drive revenue growth. So, if you’re tired of the same old nonsense and actually want to see results, maybe it’s time to give RevOps a real shot.

And if investing in improving your revenue doesn't appeal to you, then I highly suggest that you subscribe to my YouTube video series, CEO Gut Check here . After all, who doesn't like free advice?