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In this episode of What’s Wrong With Revenue? we talked extensively about revenue operations, this entirely new practice that has some marketing leaders wondering what it is, if they need it and how to support it at their company.
Eric and I talked in detail about what’s included in the revenue operations role and who is best suited to handle these responsibilities within an organization.
We unpacked how organizations can use revenue operations people and how, without this role, a number of important areas of the business are neglected or left to others who have responsibility in different areas of the business.
Revenue operations (RevOps) is an outgrowth of the expanding need for technology solutions in both marketing and sales, but it’s about more than just technology – it’s about understanding the entire buyer journey and making sure that journey is frictionless, efficient, trackable and measurable as possible.
This means the RevOps person needs to be an expert at technology, data, analytics, reporting and execution around initiatives like lead scoring, lead management, sales process design and enabling the sales team with tools.
It’s a nascent role and one that needs to be part of almost any company that is looking to drive significant revenue growth.
There was a lot to talk about this week. If you’d like to subscribe to the show, we’ll send you reminders and email you a link to the show after each episode – just click here. If you’d like to submit a question to the show, we answer questions every week – just click here.
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