The benefits of RevOps for SaaS companies
While investment in the B2B SaaS sector remains strong, the competition and unpredictability are greater than ever. The truth is that many SaaS companies, regardless of their size, have a growth challenge. Tackling the increasing complexity of a global market where the only constant is change has never been harder, which is exactly why vendors must start realizing the benefits of RevOps.
Revenue Operations can help SaaS companies in a multitude of ways by aligning revenue generating processes in the pursuit of a more consistent approach to customer success. By breaking down silos and aligning B2B SaaS sales and marketing teams, RevOps gives vendors a comprehensive view of the customer journey. This in turn allows them to identify areas for improvement and continuously optimize their marketing and sales funnels with the end goal of boosting customer retention and recession proofing their businesses.
The benefits of implementing RevOps are clear. B2B buyers expect consistency in their vendor relationships, so it stands to reason that your internal operations need to be aligned in order to develop cohesive customer journeys centered around long-term relationships and brand loyalty. In this post, we’ll explore the benefits of RevOps trends for SaaS companies and why it has become a must-have ingredient for any GTM strategy.
1. The benefits of RevOps: Aligning all GTM teams
Research from Forrester found that 79% of knowledge workers report that teams throughout their organizations are siloed, causing them to lose an average of 12 hours per week chasing data. When it comes to revenue-generating activities that translates into a significant number of lost opportunities. In today’s fast-paced B2B SaaS environment, where buyers are often spoiled for choice, that’s a precarious situation to be in.
Alignment is the core benefit of RevOps. In other words, you need to break down the silos that have long existed between revenue-related teams by aligning them under a common vision. After all, whether they are directly involved in the customer journey at some point or not, they need to work together to enable a seamless customer experience.
The RevOps approach promotes better communication and collaboration by providing a comprehensive view of the customer journey and its multitude of touch points - from the initial lead generation, through the sales process, and all the way to post-sale support and brand advocacy. By having everyone aligned across the same journey, everyone better understands their roles and responsibilities, and content and messaging is more targeted.
Equipped with this insight, teams can optimize processes in order to meet customer needs and expectations at each stage of their buying cycle. For example, they can pinpoint specific bottlenecks and pain points and create targeted strategies to address them – without having to spend hours chasing down data that may or may not be relevant or current.
Alignment also creates accountability. Marketing teams know how to identify leads that sales teams have a decent chance of closing. Sales teams, given that they’re in direct contact with B2B customers, also have the customer insights they need to inform marketing teams on what constitutes a qualified lead. That means less back and forth, less time spent looking for the right data, and stronger targeting and personalization all round.
The end result is a better organized GTM process that also drives a more consistent customer experience. This means stronger and longer-lasting customer relationships, the importance of which cannot be understated in a space as competitive as B2B SaaS.
2. Navigating a business world of constant change
RevOps isn’t a set-and-forget sort of process. It’s a process of continuous improvement and adaptation in which stakeholders base their decisions on real-time data. By implementing this data-driven approach to their go-to-market strategy, companies can keep a finger on the pulse of the emerging trends and technologies shaping their industries, allowing them to act fast at a time when every hour and day counts.
In no industry is this more relevant than in B2B SaaS. Enterprises now use an average of 212 SaaS applications, and 93% of their computing workloads happen in the cloud. As the industry continues to grow and diversify, competition inevitably becomes stronger, and those who fail to keep up can quickly fall into obscurity. Moreover, the industry is subject to a rapid and elevated hype cycle in which markets can change rapidly and with little warning.
Missing opportunities due to inefficiencies in internal revenue processes doesn’t just mean lost sales. It also means reduced brand loyalty, relevance and visibility. Relying on manual GTM processes alone makes that a practical inevitability, since it’s simply impossible to keep up without some degree of automation.
RevOps benefits teams across the GTM value chain by addressing these issues. By leveraging insights into team performance and customer behavior, they can help businesses identify new revenue streams and other market opportunities. For example, by analyzing customer data to identify behavioral patterns and trends, teams can determine which products, services and channels are the most popular in certain categories. Moreover, with a connected GTM flow with clear attribution at every touchpoint, it’s immediately clear which team needs to make the required changes or optimizations.
It's important to remember that a RevOps strategy is meant to be long-term, uniting GTM operations with a view to driving growth and solidifying the customer journey. To that end, it’s a constantly evolving discipline that helps your business become more adaptable to change. In the world of SaaS, that’s a vital RevOps benefit to have on your side.
Want to learn more about the benefits of RevOps and how it can help your business achieve long-term, sustainable growth? Schedule a demo with one of our revenue optimization experts today.
3. Frequently Asked Questions
3.1 How can RevOps help companies navigate the changing landscape of B2B sales and marketing?
The evolving needs and expectations of B2B customers, as well as the impact of emerging technologies and digital channels on the revenue process, is changing the SaaS market. RevOps can help companies leverage data and analytics to gain insights into customer behavior, personalize their outreach and engagement, and adapt their go-to-market strategies to the changing needs of their target audiences.
3.2 How does RevOps improve data management for a SaaS company?
RevOps improves data management for a SaaS company by ensuring that all revenue-generating departments are using the same data sources and systems. This results in more accurate and consistent data, which can lead to better decision-making and increased revenue.
3.3 How does RevOps improve collaboration among revenue-generating departments for a SaaS company?
RevOps improves collaboration among revenue-generating departments for a SaaS company by providing a framework for communication and coordination. This results in better alignment and teamwork, which can lead to improved revenue performance.
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