Velocify maintains that high-performing companies are twice as likely as underperforming companies to describe their sales process as “closely monitored” or “strictly enforced or automated.” In fact, companies that align people, processes, and technology across their sales and marketing teams experience up to 36% more revenue growth and up to 28% more profitability, as concluded by Forrester.
SalesOps and RevOps have emerged as critical business paradigms that achieve these aspects, but their benefits are usually hindered by the confusion surrounding their differences. Moving forward, we aim to address the most poignant differences between SalesOps and RevOps, exploring their objectives, responsibilities, and impact on the customer journey.
Exploring the Responsibilities of RevOps & SalesOps
According to Gartner, sales operations is a crucial strategic function that supports, enables, and drives effective sales objectives, strategies, and programs.
BCG estimates that RevOps has enhanced the digital marketing ROI from 100% up to 200%. To achieve this, RevOps encompasses the following:
- – Operations management (managing and optimizing resources, sales ops, marketing ops, customer success ops, and project management)
- – Enablement (providing support to sales, marketing, and customer success teams through sales enablement, learning management, and performance management)
- – Data analysis and insights (gathering data, providing insights for day-to-day operations and strategic planning)
- – Tools (managing technology across sales, marketing, and customer success)
- – Sales operations play an increasingly vital role in sales success, as Salesforce indicates that 89% of sales professionals emphasize its importance in growing their business. In this pursuit, SalesOps integrates:
- – Data management (measuring and evaluating sales data)
- – Forecasting (predicting future sales growth and needs)
- – Sales tactics (using data analysis and forecasting to create sales strategies and objectives)
- – Sales team support (providing support and training to sales representatives)
- – Lead generation (attracting and converting prospects into leads)
- – Sales incentives/commissions calculation (identifying and managing value for stakeholders)
Uncovering the Different Objectives of RevOps vs SalesOps
For businesses, efficiency is synonymous with success. RevOps and SalesOps share a primary goal: improving operational efficiency. However, their objectives differ based on their specialized areas. Adithya Krishnaswamy, Head of RevOps and Growth at Everstage, postulates, “RevOps was an evolution of Sales Ops when people realised it wasn’t just sales that needed operations anymore.”
SalesOps concentrates on enhancing sales operations, including customer relationship management, order processing, forecasting, and budgeting. It aims to drive efficiency within sales processes to maximize revenue. In other words, SalesOps ensures that the sales team is equipped with the necessary resources and tools to close deals, retain customers, and increase revenue.
Conversely, RevenueOps takes a broader approach by including SalesOps and other related functions like finance and customer success operations. RevenueOps analyses the entire revenue generation process and seeks to optimize it. It aligns sales and marketing operations to drive revenue growth by identifying and fixing inefficiencies throughout the customer journey.
RevOps vs SalesOps Impact on Customer Journey
Well, the success of a business is contingent upon its capacity to establish and sustain favorable connections with its clientele. SalesOps and RevOps are both pivotal in improving the customer experience, albeit through distinct approaches.
The SalesOps department is dedicated to enhancing the quality of engagements between sales personnel and clients. The department is committed to removing any impediments that may impede the customer’s journey, guaranteeing that each sales funnel stage is optimized and effective. SalesOps teams are responsible for devising innovative strategies that enhance customer satisfaction and foster revenue generation.
RevOps endeavor to enhance customer conversion rates by furnishing a smooth and uninterrupted experience throughout all phases of the purchaser’s expedition. The comprehensive scope of this entails implementing inbound marketing strategies aimed at capturing the interest of prospective clients, as well as the execution of post-sale endeavors that foster brand loyalty and advocacy. RevOps strategies are formulated to maximize revenue generation by improving customer experience.
While SalesOps and RevOps may have distinct aims and objectives, forward-thinking businesses can integrate them. Sales Operations is commonly perceived as a sub-domain of the RevOps department in numerous organizations, facilitating seamless integration and data sharing between the two teams. Thus, the information gathered by Sales Operations can support Revenue Operations in their forecasting endeavors. In contrast, the data obtained by Revenue Operations can serve as a valuable resource for sales tactics and decision-making.
How to Know When to Deploy SalesOps vs RevOps
As businesses expand, it is crucial to consistently assess their operations and tactics to guarantee they are achieving their objectives. In this pursuit, it is advisable to determine the company’s needs and decide which is more beneficial for you: SalesOps or RevOps:
It might be time to deploy SalesOps if:
- – Your company needs someone dedicated to sales operations, especially if you’re a smaller or newer company looking to drive growth.
- – Your sales team spends too much time organizing, planning, and strategizing instead of selling, which can be solved by a SalesOps team that simplifies the sales process.
- – Your company is in the early stages, and you need to drive revenue before expanding your team further.
- – Your sales reps need extra training to reach their full potential.
Conversely, it is advisable to integrate RevOps if:
- – Your company is encountering hurdles when it comes to increasing revenue.
- – You lack cross-departmental visibility and communication, which can be solved by implementing a RevOps framework.
- – Your processes are outdated and need modernization, and RevOps can help automate and streamline your operations.
- – You can’t tell what’s working and what’s not, and RevOps provides a bird’s eye view of the entire customer lifecycle to identify problems.
- – You don’t have a long-term growth strategy; a RevOps team can help develop and implement one.