Across industries, organizations are rethinking alignment across the entire customer lifecycle. For example, marketing is no longer just responsible for lead generation, but plays a role throughout the sales and customer success process. Despite this shift, operations teams are still largely siloed (e.g., marketing operations does not interact with sales operations, etc.) Revenue operations works to unify the different operational teams into one.
Organizations are now supporting multiple GTM strategies based on their segments, products, verticals, etc. For example, they might develop a process to support high volume digital marketing while sales focuses on the SMB market using account based, field-heavy GTM strategies. To enable this approach, they need aligned operational functions since each GTM is supported by a distinct strategy, people, process, and technology.
The trend of unifying revenue operations teams in enterprise organizations has been steadily increasing over the past few years. Enterprises are creating horizontal business operations functions (or centers of excellence) that aim to unite multiple departments around data. As organizations undergo rapid digital transformation, they are realizing that their marketing, sales, customer, and operations data are inconsistent or out-of-date, making it unreliable. A revenue operations strategy holds the key to unifying this data across the full customer lifecycle.
Marketing and sales have been automating their departments for the past decade, resulting in massive technology stacks. These stacks are often purchased and managed separately (marketing operations purchases marketing tech, sales operations purchases sales tech, etc.). This siloed approach has created a convoluted, often redundant, technology stack. By unifying departments, organizations often find new efficiencies, resulting in more functional, cost effective tech stacks.
Customer experience is usually defined as your customers’ perception of your company based on their engagement with you across their entire lifecycle. The objective is to exceed customer expectations via design, delivery, ease and continual optimization against customers’ core experiences within your organization (e.g., digital, human, product, etc.). In order to achieve this organizational objective, a revenue operations-led platform is required in order to deliver against the customer lifecycle.
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A single source of truth within your organization is what provides visibility across the entire customer journey.
Capture and process data
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