The Growth of Revenue Operations

Revenue Operations, or "RevOps," continues to grow as an area of importance for business-to-business (B2B) companies. In a very real way, ALL businesses must be technology and data companies. And neither technology nor data shows any sign of slowing down or becoming less complex. It is clear that thinking of Marketing, Sales and Customer success as distinct disciplines with separate goals is severely limiting to businesses, never mind the human element of accountability.

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The Gartner Report

Gartner's report, titled Revenue Operations Implementation Guide, supports the anecdotal findings we've seen with a much more robust data set. They found the same silos among departments and the same challenges in effectively tackling these silos. Some of the highlighted data points are:
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• By 2026, 65% of B2B sales organizations will transition from intuition-based to data-driven decision making using technology that unites workflow, data and analytics.
• By 2026, 60% of B2B organizations will fail to create a functioning end-to-end revenue process and revert back to functional silos because they consolidated commercial execution through organizational design alone.
• Only 51% of organizations have a formal data governance program in place, and the need for it increases dramatically with the shift to RevOps.

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So Who is Responsible for Revenue Operations?

If there is no RevOps person or team tasked with bringing these groups in alignment, who is responsible? As we highlight in the first page of the RevOps Belay, the C-suite can set the strategy, but technology and data are often not strenghts of the C-suite. Once the strategy is set, the day-to-day management of these functions is not going to fall to them either. It is also definitely not the responsibility of the Head of Internet Technology (IT). This is where RevOps comes to die - as well as most Salesforce projects.

The value of RevOps is strategic and day-to-day. Whether in-house or working with a RevOps agency like Everpeak, the value of a RevOps voice is both strategic and tactical. Strategically, this voice aligns departmental goals around specific metrics (we refer to them as Milestones) which, in turn, aligns the entire company around its Ideal Customer Profile (ICP). Tactically, this same voice can shoulder the accountability portion of checkign metrics on a daily-basis, course-correcting, and only escalating to executives when it is needed.
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‍Click here to download Gartner's full Revenue Operations Implementation Guide.

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