Over 160 years ago, Charles Dickens famously opened Tale of Two Cities with the words, “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…” For many growth entrepreneurs, these words continue to ring true in these uncertain economic times. At many early-stage ventures, growth entrepreneurs who recently “got funded” are scrambling to grow revenues and cut costs to ensure they “stay funded”. Early-stage ventures are being challenged to build a viable path to break even in order to continue to raise capital. With uncontrolled cash burn rates, many companies will likely face lay-offs, down-rounds, or unwanted M&A activity. These worsening economic conditions - demanding that customers tighten their belts - are making it harder to drive optimized, predictable revenue.
But it’s also the best of times. Customers' buying journey continues to evolve, and companies' revenue processes are adjusting to capture greater business advantage. Revenue teams are now ditching siloed teams in favor of stronger alignment across sales, marketing, and customer success to drive business growth, facilitate faster sales cycles, and most importantly, create a seamless buyer journey. Sales, marketing, and customer success functions are morphing into a new category of solutions, RevOps. It’s exploding – and it's here to stay.
In any typical organization, multiple teams are involved in revenue-generating activities, usually siloed with their own respective data sets, strategy, priorities, and processes. This siloed approach has led to great inefficiencies and caused cross-functional friction. What’s worse, it has prevented leadership teams from making strategic data-driven decisions about where to invest in their go-to-market (GTM) strategy.
In this economy, every dollar matters, whether you're spending it or earning it. Emerging technologies, changing purchasing patterns, and evolving revenue models are forcing revenue-generating teams to change how they operate or get left behind. Companies are sick of disconnected, siloed teams getting in the way of their revenue growth and are investing in a unified RevOps strategy to unite their teams and data.
RevOps is a fast-growing B2B function that unifies all revenue-generating activities to grow the business. It brings together revenue-generating teams—marketing, sales, and customer success—to create GTM strategies to support business goals and revenue growth.
RevOps helps companies optimize the performance of revenue teams, platforms, process and performance measurement. RevOps achieves this by leveraging data, signals, and interactions between buyers and sellers to analyze and then optimize revenue workflows such as forecasting, pipeline management, and sales performance.
Organizations that leverage RevOps gain more visibility across the entire revenue team, improve efficiency across the revenue process, increase revenue predictability, and achieve greater revenue growth. In addition, aligned RevOps teams experience higher sales conversion rates, improved profit margins, reduced revenue leakage, and they identify more new revenue opportunities.
If you want your revenue teams to succeed, they must be aligned throughout the entire funnel. As a high-growth company scaling quickly, you're juggling multiple sales channels and new revenue models where customers select how they wish to purchase. This process of buying, selling, and billing creates revenue lifecycles. The more channels and revenue models you have, the more revenue lifecycles you create—and more possibilities for disconnect and tension between your teams.
With RevOps, you bring together disjointed revenue models under one revenue process and shape it around the customer. By being hyper-focused on data and automation, you can create more visibility and intelligence across your revenue-generating teams, so everyone has one shared source of truth. This gives you the data you need to make more informed decisions and better understand your pipeline velocity, sales cycle time, win rates, annual recurring revenue (ARR), renewals and upsells, customer churn, customer lifetime value (CLV), and more.
High-growth organizations see several benefits from implementing a RevOps team, including:
Your RevOps Strategy should align your people, platform, and process around the customer experience and journey.
A successful RevOps team involves strategy, process and workflow optimization, data, analysis, and technology implementation. Traction AI is an exciting new venture that provides outsourced RevOps-as-a-Service with C-suite expertise. Simply put, we help growth entrepreneurs achieve revenue traction faster, more cost effectively and with lower execution risk. We typically work with growth entrepreneurs and/or venture capitalists with operating companies with this typical profile:
Our revenue acceleration formula delivers customized solutions to meet our clients’ go-to-market (GTM) needs.
Our solution is comprehensive - we integrate platforms, process, people and performance measurement. Traction AI believes that Software-as-a-Service is more about the service than the software.
We accelerate B2B GTM teams across marketing, sales, and customer success through strategic design, advanced technology, and tactical support. An illustrative list of our RevOps as a Service offerings include:
Contact us today to learn Traction AI’s RevOps-as-a-Service can align your revenue-generating teams to drive more business growth.
1Source: Gartner
