Sales, Marketing, and Revenue Operations: How Are They Different?
The sales departments run several types of functions such as sales and revenue operations to drive sales and revenue and to improve customer experiences.
Many organizations already have a sales operations team to escalate the efficiency of the sales department, however, not all brands have revenue operations.
So, what is a revenue operations process?
A revenue operations (RevOps) process is set up to drive efficiency and revenue growth across the entire organization. Simply put, revops focus on multiple functions such as marketing, finance, sales, and customer service, while sales operations (SalesOps) mainly focus on sales. A RevOps team can function behind the scenes in gathering and handling data.
The Differences: Sales Operations vs. Marketing Operations vs. Revenue Operations
Sales Operations:
The SalesOps department manages the sales process and helps the sales team to be more successful and productive. The managing also includes handling tools like CRM, and cloud phone systems, streamlining workflows to let salespeople execute more sales effectively and efficiently. Overall, all the tasks and operations that help the sales teams achieve goals fall into the category of SalesOps.
SalesOps is also accountable for several other areas like managing sales data, performance, technology management, cross-functional collaboration, sales forecasting, and team organization. People working in SalesOps require strategic expertise along with hands-on experience in the sales process.
Marketing Operations:
The process of optimizing and strategizing marketing processes is defined as marketing operations including tracking the effectiveness of each marketing activity. Like sales ops, the functionalities of marketing operations largely vary from one organization to another. A small organization may rely on its revenue operations team to oversee all the technologies used by sales, marketing, and customer success teams to get the job done. Usually, an organization’s budget determines how many resources will be dedicated to marketing operations.
Revenue operations:
The revenue operations team is at the intersection of marketing, sales, customer service, and other essential business departments. The goal to build a RevOps team is tp behind aligning these departments to improve accountability and efficiency and ensure cross-functional adoption of best practices.
Organizations need to build a revenue operations team to manage and ensure the marketing, sales, and other teams function and perform as planned,
How they work together:
Revenue operations focus on making and executing a go-to-market strategy that aligns the resources, people, and goals of different departments within the same organization. It attempts to eliminate any possible friction that may happen among other teams and also, manages tools, processes, strategies, and technology to drive revenue. While marketing and sales ops often are responsible for growing revenue, and therefore, collaboratively form revenue operations to achieve the same goal of driving revenue.
Along with the customer success team, the sales and marketing operations teams often fall under the umbrella of the RevOps process. These operational teams drive a unified strategy for increasing business revenue.
The most crucial aspect is creating trust between these teams to build a comprehensive repository of documentation and define common GOSTs (goals, strategies, objectives, tactics).
Continual teamwork between operations teams is the key to building trust, keeping track of cross-departmental objectives, and implementing strategies. Regardless of budget limitations, any brand can follow a similar approach that fits its needs and capabilities.
Final Thoughts
The efficient functioning of these operations is the basic factor for growth. The revenue operations process continues to rise with the company’s overall benefits like the ability to adapt to market changes and predictable business growth.
While SalesOps will continue to help and enable the sales team to drive conversion, RevOps will connect departments to help them work together to accomplish revenue goals. You need RevOps if you want a process to monitor your business operations as well as to optimize and fuel the revenue engine of your business.
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