Revenue operations come in many forms and ways. So how you should think about building your team structure?

Let’s start with a quick overview of the role of Revenue Operations in the Go-to-Market side of the business.

Revenue Operations (RevOps), is a business strategy methodology to increase revenue efficiency and streamline processes. Mostly, RevOps combines sales, marketing, and customer success operations. RevOps is also the revenue data role that is supposed to maintain clean CRM data and align siloed data across the whole revenue organization. It is becoming common to create  RevOps team that is responsible for optimizing the entire revenue cycle, from lead generation to customer retention.

To build an effective RevOps team, it is important to establish a structure that promotes collaboration, alignment, and accountability across all revenue-generating functions. In this blog post, we will discuss the ideal RevOps team structure that can help you achieve your revenue goals.

How Revenue Operations team is crucial to align your teams toward your go-to-market strategy?

RevOps can play a critical role in creating alignment across go-to-market (GTM) teams, including sales, marketing, and customer success. Here are some ways RevOps can create alignment for GTM teams:

Define common revenue goals and metrics

 for a strategy to be successful, teams need starts a shared north star to pursue. RevOps should work closely with the board and the commercial teams to define shared goals and metrics that align with the organization’s overall revenue strategy. By creating a common understanding of what success looks like and how it will be measured, RevOps can help ensure that all GTM teams are working towards the same objectives.

Establish a unified revenue processes

once GTM teams have concrete goals and measurable metrics, the RevpOps team can should think of  unified process that defines the customer journey and outlines the roles and responsibilities of each GTM team. This process can help ensure that everyone is aligned on how leads are generated, how opportunities are qualified, and how deals are closed.

Implement technology solutions

 RevOps should be the authority when it comes to bulding the right GTM tech stack. In order to pursue common goals, all the GTM teams need to get aligned on the right data. The basis of every revenue tech stack is implementing a customer relationship management (CRM) system can provide visibility into the customer journey across all teams and ensure that everyone is working with the same data. All the rest tools like sales productivity tools, sales enablement tools, etc. should be considered in light of the CRM and should be driven from it.

Who should RevOps report to?

The reporting structure for Revenue Operations (RevOps) can vary depending on the organization’s size, structure, and goals. However, there are several common reporting relationships for RevOps that can provide a starting point for considering the optimal reporting structure for a particular organization:

Chief Revenue Officer (CRO): The most common reporting structure, especially in a B2B organizations. The CRO is responsible for overseeing all revenue-generating activities in the organization, and therefore it is natural for him to oversee the RevOps team. This reporting structure can ensure that RevOps is aligned with the overall revenue strategy and can work closely with sales, marketing, and customer success teams to drive revenue growth.

Chief Operating Officer (COO): This is a less common structure, but can be efficient if the revenue streamlines of the organizations derives from non conventional channels like partnerships, white labels, etc. COO, who is responsible for overseeing the organization’s day-to-day operations so in this structure RevOps is integrated into the overall operations of the organization and can help identify and implement operational efficiencies across revenue-generating activities that differ from traditional sales.

Ultimately, the optimal reporting structure for RevOps will depend on the specific needs and goals of the organization. It’s important to consider factors such as organizational structure, reporting relationships, and strategic priorities when determining the best reporting structure for RevOps.

What are the most critical roles that should be included in the Revenue Operations strategy? 

A great RevOps strategy should align different teams. This is why we believe that all of revenue operations and analytics roles should be in the same team, that works closely with all the different GTM teams. A squad structure is highly recommended. This allows centralized operations that works closely and efficiently with executives to define the strategy, and in the same time the flexibility to work day2day with GTM teams to streamline their processes. What good RevOps structure looks like:

Head of Revenue Operations

The Head of Revenue Operations is responsible for leading the RevOps team and driving revenue growth. This role requires a strategic mindset, strong leadership skills, and a deep understanding of the revenue cycle. The Head of RevOps should be able to collaborate with different departments, set revenue targets, and measure the team’s success. A key role for Head of RevOps is to gather all the data and insights from the different squads to prodide actionable and accurate forecasting.

Sales Operations Manager

The Sales Operations Manager is responsible for streamlining the sales process and maximizing sales productivity. This role involves managing sales data, creating sales processes, creating deal score, optimizing sales tools, and training sales reps.

Marketing Operations Manager

The Marketing Operations Manager is responsible for managing marketing data, processes, and technology to drive revenue growth. This role involves managing marketing automation tools, creating marketing campaigns, optimizing lead generation processes, define MQLs and measuring marketing ROI. 

Customer Success Operations Manager

The Customer Success Operations Manager is responsible for managing customer data, processes, and technology to drive customer retention and upsell opportunities. This role involves managing customer success tools, creating customer engagement programs, creating customer health score, optimizing customer success processes, and measuring customer retention and expansion. 

Revenue Analyst

The Revenue Analyst is responsible for analyzing revenue data, identifying trends, and providing insights to the RevOps team. This role involves creating revenue reports, analyzing revenue performance, and identifying revenue growth opportunities. The Revenue Analyst should work closely with all members of the RevOps team to ensure data accuracy and alignment across the revenue cycle. When the team grows, you could hire an Head of Revenue Analysts that will oversee a marketing analyst, sales analyst and customer success analyst.

Building an effective RevOps team structure requires a deep understanding of your business goals, revenue cycle, and team dynamics. By implementing the ideal RevOps team structure discussed above, you can optimize your revenue cycle, streamline processes, and increase revenue growth. It will also help you to manage your CRM data in a way that will support your GTM teams. Remember to focus on collaboration, alignment, and accountability to drive success across all revenue-generating functions.