A prospective customer begins their buying journey. They research online, read reviews, and ask for recommendations in their network. Yet, they never reach out to your sales team. In the background, your marketing team is generating leads, but most go cold before they even hit your sales funnel. Why is this happening?
The Truth About Today’s Buyer Journey
Did you know that 92% of buyers start their journey without contacting a vendor? They’re self-educating, relying on online content, and seeking advice from peers—75% of them consult social media for recommendations. This means your marketing, sales, and service teams need to work like a well-oiled machine to capture and nurture these prospects.
But here’s the kicker: 79% of marketing leads never convert to sales. Why? The culprit often lies in misaligned operations.
The Domino Effect of Misalignment
When marketing, sales, and service teams are out of sync, inefficiencies multiply. Picture this:
A hot lead comes in, but slow response times make them lose interest.
Sales reps focus on the wrong opportunities, leaving valuable deals untapped.
Marketing spends resources creating assets no one uses.
The result? Wasted potential, missed revenue, and stunted growth.
Enter RevOps: The Game-Changer
Revenue Operations (RevOps) offers a way to connect the dots: breaking down barriers, creating shared goals, and using data-driven insights to make smarter decisions. By aligning your teams around a unified goal—revenue growth—RevOps ensures every part of your operation works in harmony. It’s the difference between operating with blind spots and having a 360-degree view of your revenue pipeline. Here’s what you can expect:
- Faster Lead Responses: Streamline workflows to engage prospects when they’re most interested.
- Smarter Pipeline Management: Equip sales teams with the right insights to prioritise high-value opportunities.
- Maximised Marketing ROI: Ensure every campaign asset aligns with sales needs and customer expectations.
In essence, RevOps is a framework that aligns processes, teams, and technology to optimise the revenue lifecycle. RevOps emphasises collaboration across sales, marketing, and customer success to ensure every effort contributes to measurable outcomes.
RevOps strategies deliver significant ROI by aligning operational processes with business objectives. For ambitious B2B companies, RevOps has emerged as the catalyst for growth, improving operational KPIs and delivering long-term value.
How Revenue Operations Works
By integrating tools like CRM and marketing platforms, RevOps automates workflows and ensures smooth data exchange. For example, leads generated by marketing come with detailed insights for sales, enabling personalised engagement.
Beyond automation, RevOps analyses customer interactions to refine strategies in real time, keeping businesses agile. Unlike sales operations, which focuses solely on sales efficiency, RevOps aligns all revenue-driving functions from product development to customer retention, driving cohesive growth and maximising revenue opportunities.
At Brainstorm Club, we focus on the human side of RevOps transformation, ensuring businesses unlock untapped revenue opportunities while fostering team alignment and customer satisfaction.
Operational KPIs That RevOps Optimises
RevOps success hinges on improving specific operational KPIs that directly impact revenue. Below are four critical metrics that RevOps strategies focus on:
1. Lead Response Times
Timing is everything. RevOps ensures your teams have the tools and workflows to act swiftly—whether it’s automating lead follow-ups or providing real-time alerts for new inquiries. Companies that contacted potential customers within an hour of receiving an inquiry were nearly seven times more likely to qualify the lead—defined as having a productive conversation with a key decision-maker—than those that delayed by an hour.1
2. Pipeline Velocity
How quickly do deals move through your sales funnel? Slow pipeline velocity means missed revenue opportunities. RevOps identifies bottlenecks and uses predictive analytics to accelerate deal progression.
3. Content Utilisation Rates
Did you know 60-70% of marketing content goes unused by sales teams? RevOps bridges the gap by centralising content, ensuring it’s easy to find, relevant, and actionable. A salesperson with the right asset at the right time is far more likely to close the deal.
4. Tech Stack Optimisation
Fragmented tech stacks create inefficiencies and data silos. RevOps audits and integrates tools like CRMs, marketing automation platforms, and analytics dashboards to create a seamless, data-rich ecosystem. The result? Teams spend less time navigating systems and more time driving revenue.
Business Impacts of RevOps
When operational KPIs improve, the ripple effect transforms your business. RevOps delivers measurable outcomes that align with your growth goals.
Revenue Growth
At its core, RevOps is about driving top-line growth. By improving lead response times and pipeline velocity, businesses unlock untapped revenue potential. At Brainstorm Club, our Revenue Impact Assessment guarantees at least £50K in identified opportunities for companies ready to embrace RevOps.
Forecast Accuracy
RevOps replaces guesswork with data-driven forecasting. With a unified view of revenue data, businesses can make accurate predictions, allocate resources effectively, and build resilient strategies.
Customer Retention
Your best customers are the ones you already have. RevOps focuses on post-sale experiences, ensuring customer success teams are equipped to nurture relationships and maximise renewals. Happy customers not only stay—they advocate for your brand. According to Gallup, B2B companies with highly engaged customers outperform their peers, achieving 50% higher sales revenues and 34% greater profitability.2
Team Alignment
A well-aligned team isn’t just more efficient; it’s more impactful. RevOps fosters collaboration, ensuring every department works toward a shared revenue goal. Brainstorm Club’s Revenue Enablement Model (REM) provides a structured approach to team alignment, delivering long-term benefits.
RevOps Strategies to Maximise ROI
Success in RevOps doesn’t happen by accident—it’s the result of strategic implementation.
Define Goals
What does success look like for your organisation? Whether it’s shortening the sales cycle or improving forecast accuracy, clear objectives guide RevOps efforts.
Embrace Data
Data is the backbone of RevOps. From customer interactions to sales performance, data-driven insights empower teams to make informed decisions that drive results.
Align Teams
Misalignment is costly. By fostering communication and creating shared KPIs, RevOps ensures marketing, sales, and customer success teams pull in the same direction.
Optimise Continuously
RevOps is a living framework. Regularly evaluate processes, refine strategies, and adapt to changing market conditions to maintain momentum.
Harnessing RevOps and Customer Success for Sustainable Growth
Customer success teams serve as critical growth engines, identifying upsell opportunities and addressing evolving customer needs. An analysis of 60 top-performing SaaS companies highlights key strategies driving growth. These companies adopted Revenue Operations (RevOps) to integrate sales, marketing, and customer success, creating a unified view of the customer. RevOps identified opportunities and risks, triggering targeted actions across the GTM value chain. Efficient growers generated over 15% of growth from new customers, maintained net retention rates above 125%, and capped marketing and sales spend at 30%.3
Why Brainstorm Club?
At Brainstorm Club, we understand that RevOps isn’t just about processes and tools—it’s about people. Our approach combines the technical expertise to optimise systems with the empathy to drive cultural change.
Our flagship Revenue Impact Assessment is tailored to uncover hidden revenue opportunities while ensuring your teams are aligned and equipped for success. With our Revenue Enablement Model (REM), we help businesses not just implement RevOps but embrace it as a growth mindset.
Don’t Let Misalignment Cost You
The buyer’s journey has changed. Have you? Every moment of misalignment is a moment of lost opportunity. In today’s buyer-driven world, RevOps is your roadmap to sustainable growth.
Are you ready to close the gap and take the lead? Get a personalised report with actionable quick wins. No email required: just answer 18 questions and get your scorecard.
References:
1. https://hbr.org/2011/03/the-short-life-of-online-sales-leads
2. https://www.gallup.com/workplace/244607/why-b2b-leaders-touch-customers-feelings.aspx
