Making a leap in RevOps

Of all RevOps definitions, the one we like most is from Gartner -in a 2020 report titled –“Use Revenue Operations to Drive Efficient, Predictable Revenue”

“(RevOps is) the function that designs, manages, and tracks non-product experiences across the entire lifecycle”

Why is this meaningful?

This definition inherently embraces a position viz. pre and post use experiences across organizational touch-points ; that is  complimentary to engineering / product focus – optimizing end-use experience ).  This is so critical to enterprise success today.

It also enhances & scales the scope (of RevOps) – beyond structural alignment of marketing, sales and customer success operations.

How can revOps leaders operationalize this?

Knowing your customer, is key — for scaling revOps as well as delivering strategic value.

 Here are 3 priorities for leaders to consider:

1. Establish metrics to track non-product experiences — at account level , contact level or consumer level. A starting point — timeliness & relevance from an experience event — either marketing ( field / ABM tactics) led , sales led , customer success led, or customer support led.
2. Capture and manage these experiences as strategic assets
3. Tie experiences to revenue lifecycle metrics — conversion/ adoption,
   cross-sell, up-sell

Where to begin ?

Fig 1: Holistic view of RevOps impact © Loglens Insights PVT Ltd.

A good starting point is mapping the various customer touch-points & systems / functions to develop a unified view. This sounds old-school ; with a critical difference —a workbench that delivers pre-validated data integrations to capture & analyze interaction events ‘ hyper – verticalized ’ for RevOps . Helping you get started in minutes and iterating to your unique business context.

Your thoughts?