RevOps Consultant Guidance

A RevOps Consultant Shares the Benefits & How to Achieve Them

Revenue Operations (RevOps) is a business strategy that aligns sales, marketing, and customer service teams to improve customer satisfaction and revenue generation.

More specifically, it integrates what are often siloed departments into a holistic enterprise process that transcends the customer journey.

Integrating, optimizing and automating the customer journey and company revenue cycle may sound like a no brainer, but that doesn't make it easy.

Fortunately, a RevOps consultant can make it easier.

They show how to unify departmental goals, orchestrate end-to-end business processes, integrate information systems and share enterprise-wide performance analytics.

Johnny Grow is a Rev Ops specialist and thought leader for this business development strategy. In this post, we share the most important Rev Ops benefits, the methods to achieve them and the payback you should expect.

RevOps Consultant Process

Revenue Operations Benefits, Methods & Payback

01. Improve the Customer Experience

This benefit should be targeted first. It's a prerequisite to most other company growth goals.

According to comprehensive study by Salesforce, titled State of the Connected Customer, 80% of buyers say the customer experience is as important as a company's products. 76% of buyers say they expect consistency when engaging with different departments of the same company. But 54% advise that when communicating among different departments, it feels like they are speaking with entirely separate companies.

So how do you do better?

Start by mapping the complete customer journey.

For most B2B companies, this starts with a lead acquisition process and then advances through a multi-step buyer journey. Once a lead becomes a customer, the process may include services delivery or onboarding. The customer lifecycle continues with customer support and customer growth steps such as upsell, cross-sell or renewal. It may include steps for customer retention or loyalty.

There are two critical points here.

First, make sure your company sales process aligns with the buyers' purchase process. Many companies think they do this. But most don't and it's a significant cause of lost revenue opportunities.

Sales Process Map

The second point is to map, streamline, optimize and automate the entire customer journey. This four-step sequence is important. There is no sense in automating inefficiency.

If you are not familiar with business process optimization, consider starting with a simple technique such as the Universal Process Notation (UPN) method. An example is shown below.

Universal Process Notation

A UPN diagram is a process map that facilitates automation. Each step allows drill down to details if needed.

UPN Step

With each step you want to identify the purpose, input, output, effort and value. For some steps you may also advise the role owner, approval process or exception conditions.

Here's the upside from this effort.

  • You will deliver a seamless and consistent experience across all customer touchpoints.
  • You will reduce duplicate effort, customer friction, clumsy departmental handoffs and fragmented customer experiences.
  • You will gain new insights into customer behaviors, preferences and purchase patterns.
  • And you will accelerate customer acquisitions and growth, which takes us to the next benefit.

02. Increase Revenue Growth

Growing revenue is the most cited Revenue Operations benefit. It's often realized from a two step process of getting more leads into the sales pipeline and converting more of those leads into customers.

There are many repeatable methods for each step. But some work better than others. And each differs in top line impact, time to value, and bottom-line contribution.

Some examples to flood the pipeline with qualified leads include the following.

  • Revenue Engineering
    This is a predictive model that calculates the number of new leads needed to achieve your revenue target. The model depicts the company's revenue progression in a Lead-to-Revenue funnel. It shows the sales stages, conversions and velocity for all leads as they traverse each stage in the sales cycle. It displays real-time revenue visibility and date-based predictability. Research published in the Marketing Transformation Report revealed companies that use revenue engineering acquire 2.5 times more leads than companies that don't.
  • Campaign Portfolio Optimization
    More effective campaigns will acquire more qualified leads. Campaign portfolio optimization maximizes the value of the total portfolio. It measures the performance of all campaigns and reallocates budget from low to high performance campaigns in near real-time. The result is more leads at a reduced cost per lead.
  • Lead management automation
    Automated lead management gets more leads through the sales funnel in less time. It uses techniques such as lead assignment, routing, follow-up and escalation. And because these improvements occur early in the sales funnel even small adjustments deliver significant increases in the volume of qualified leads sent to the sales force. It also reduces or eliminates the pervasive but often unrecognized problem of lead leakage.

These are only a few examples to acquire far more sales-ready leads predictably and at scale.

Getting more leads into the funnel is one thing. Getting more of them to exit the funnel as customers is another.

An experienced RevOps consultant will prioritize the methods that increase sales conversions. Some examples may include the following:

  • Adopt a Sale Methodology
    Research shows an optimized sale methodology increases salesforce win rates by 11 percent.
  • Apply a Predictable Sales Process
    Most companies have a multi-step sale process. But most of those processes do not deliver predictable results. That's usually because they are not data-driven, embedded into the daily work stream or automated with CRM software.
  • Use Sale Opportunity Win Plans
    Most sellers don't have a definitive but dynamic sale strategy for each opportunity. If they did, they would generate more wins.
  • Leverage a Playbook
    A Sales playbook will improve staff productivity and performance results. Plays shift guidance from loosely delivered suggestions to fact-based recommendations that are precise, prescriptive and predictive. When the right play is delivered to the person at just the right time, it improves their performance and saves time. Playbooks can be integrated with CRM software for push-based contextual delivery.
  • Implement Guided Selling
    Continuing the prior point, you can use CRM workflow or AI tools to suggest next best plays, actions or other recommendations that will improve speed and performance.
  • Don't Forget Sales Coaching
    This type of one-on-one guidance delivers big improvements to sales conversions, salesforce quota attainment and company revenue growth. But to work, a coaching program must advance from informal and impromptu activities to intentional and purposeful execution. We often recommend structured programs such as the GROW sales coaching method.

The two steps of flooding the pipeline and increasing sales conversions will achieve the benefit of accelerating revenue growth.

Research performed for the Business Growth Report found that teams with streamlined and automated operations increased revenue growth by an average of 16% within 18 months.

03. Increase Profit Growth

It may sound a bit surprising, but profit maximization is a less pursued benefit. But for some companies, it's less about how much they bring in and more about how much they keep.

A good RevOps consultant will surface and rank methods that drive improvements to EBITDA or net income, such as the following:

  • Optimize Business Processes
    Automating steps, interactions, engagement and content or other delivery at each step of the customer journey will decrease process cycle durations, staff labor cost and cost of sales. It will also free up resources to focus on higher value activities.
  • Increase Customer Share and Lifetime Value
    Selling to existing customers achieves the fastest conversions, highest close rates, and lowest cost of sales. Sales programs such as Strategic Account Management (SAM) or marketing programs such as up-sell, cross-sell and bundles to existing customers will surge margins.
  • Increase the Sale Conversion Rate
    Using a sale methodology, SAM program or ABM outreach are just three examples of methods to increase the sale conversion rate. These techniques incur little or no increase in labor or the cost of sale as the existing salesforce is closing more deals. That makes them effective in increasing margin and profit.
  • Optimize Prices
    Product pricing research shows the combination of a structured price strategy and active price optimization program earns 2 to 8 percent annual revenue growth. Even better, this type of program incurs almost no cost of sale, so the revenue gains flow straight to the bottom line.
  • Plug Lead Leakage
    Every business has lead leakage and revenue erosion. Most don't recognize it or at least don't recognize the extent of the problem. Plugging these leaks creates an instant revenue and margin uplift.
  • Consolidate Technology
    Companies have a way of acquiring piecemeal technologies to solve the problem of the day. Over time that tends to create data siloes and fragmented apps that challenge user adoption, process automation and information reporting. A smarter approach is to design a holistic Rev Ops tech stack. This will simplify technology, reduce system integration efforts, support enterprise-wide work streams and lower total cost of ownership (TCO).
RevTech Stack

So how do these and other revenue operations methods impact profitability?

They lower cost per lead, cost per customer acquisition and cost of sales. At that same time, they can increase customer share, customer lifetime value and retention.

According to Forrester VP Phil Harrell, highly aligned teams are 15% more profitable than their competitors.

BCG reports that that revenue team alignment achieves 28% higher profitability. They also advise that it results in "30% reductions in Go to market expenses."

04. Improve Business Agility

This is another revenue operations benefit that tends to get overlooked.

Business agility is the ability to quickly respond to market changes, emerging opportunities and competitive threats. It helps companies seize new opportunities, create competitive advantages and accelerate company growth.

Rev Ops strategies are designed to be nimble, flexible and extensible.

For example, they may use white space mapping to create new revenue streams.

They may use buyer insights or Voice of the Customer data to create innovative products or services.

They might even shift the company's growth strategy from a market depth plan to a market expansion strategy.

Sometimes these strategies adapt the company's products and markets to create a disruptive growth strategy.

There are many methods to improve business agility. What they all have in common is the ability to quickly extend or realign company resources to changing market conditions and customer needs.

Business agility is achievable if the Revenue Operations team has aligned and integrated company goals, business processes, information systems and performance analytics.

A RevOps Consultant Can Help

Unifying departmental objectives, automating enterprise-wide processes, integrating technology systems and sharing performance analytics is no easy effort.

Fortunately, there are partners that can help.

Johnny Grow is one of those partners. Our staff of experienced revenue operations consulting specialists bring research-based insights, evidence-based best practices, prescriptive methods, and technology accelerators to achieve the benefits shown above.