RevOps, as I understand it, is the alignment of your marketing, sales, and customer success teams working in synergy to improve revenue flow. It’s like a McDonald’s Happy Meal. Your Coke, fries, and burger all on one plate. The question is: how do you prepare that meal, and how do you make it quickly so that everything is served at the same time?
Let’s move out of McDonald's and move into RevOps and see how we can align these departments and which tools help you in the process.
Align on goals, processes, and data
Ensuring that your team members know which goals they are working toward, which processes they are following to achieve those goals, and which data points to track for success is crucial.
For this, the first thing you need is a CRM where everyone has access to reports and goal-based campaigns.
CRM: HubSpot, Salesforce, Zoho CRM
These CRMs help your sales team, marketing, team, service team, and customer success team work cohesively toward a shared revenue goal ensuring consistency across all interactions with the prospects.
A CRM tracks your prospects' entire journey. Next, you need a project management tool where you keep track of all the projects and work done on each project.
Project Management: Asana, Monday.com, ClickUp, Trello, Freedcamp.
The basic features of any project management tool include project and tasks to be performed under that project, task status tracking, sharing, and chatting controls. The tools mentioned above have all that.
You know how and where to track prospects and projects. Let's see where you can collaborate with teams and even with clients. You need space for brainstorming ideas, discussing strategies and yes even small talk to send good vibes.
Collaboration & Communication: Slack, Microsoft Teams, Zoom, Rocket.chat
As many trolls as we see about MS Teams, we all know how easy it has made connecting with people. The same can be said about all the other tools. Quick or scheduled meetings have sort things in quick and easy manner. You don't wait for hours for an important reply or a discussion.
Preparing proper documentation is an underrated skill. Documents are guiding lights for all the team members involved in the project. And, when you have multiple format support and link sharing support, they really do make the tasks easy.
Documentation & Knowledge Sharing: Confluence, Notion, Google Docs, Office 365
Analyze (Gathering and analyzing data for insights)
The Analyze phase of RevOps focuses on collecting and interpreting data from all revenue-generating teams marketing, sales, and customer success. By leveraging data analytics, businesses can make informed decisions to drive growth and efficiency. The absolute basic data set you can have the website visitor data, how competitors are performing and user behaviour on your website. There are free and paid tools available to capture this data.
Analytics & Reporting: Google Analytics, Databox, Hotjar
The next set of tools help you view and understand complex data and discover actionable insights on industry trends and forecast support.
Business Intelligence (BI) Tools: Looker, Tableau, Power BI
First user data, then competitor data and now it is time to track your own sales pipeline data, conversations, emails, and CRM data to provide insights deal health, pipeline efficiency, and rep performance
Revenue Intelligence: Gong, Clari, InsightSquared
Many different tools are mentioned to collect different sets of data. What if you can view data from different sources and tools in one place which is your Customer Data Platforms? CDPs unify customer data into single view, allowing teams to deliver personalized experiences.
Customer Data Platforms (CDP): Segment, Totango
Optimize (Improving workflows, automation, and efficiency)
All the data and reports are of no use if the RevOps engineers do not optimize their processes or tweak settings of their existing platforms. You can either make changes in your existing workflows or crate new one from scratch. If you are using HubSpot, it has the default options for the workflows, which is genuinely good. Zapier is a great tool to setup workflows across different platforms.
Workflow Automation: HubSpot Workflows, Zapier, Make (formerly Integromat)
Sales enablement platforms equip sales teams with the right content, training, and automation to close deals more effectively.
Sales Enablement: Outreach, Salesloft, Seismic
Marketing automation tools enhance lead generation, nurturing, and conversion efforts by automating repetitive marketing tasks.
Marketing Automation: HubSpot Marketing Hub, Marketo, Pardot
Customer success and support platforms optimize post-sales interactions, ensuring customers receive the best experience and reduce churn.
Customer Support & Success: Zendesk, Intercom, Gainsight
Measure (Tracking KPIs and performance metrics)
The Measure phase of RevOps focuses on continuously tracking and evaluating key performance indicators (KPIs) across marketing, sales, and customer success teams.
KPI dashboards consolidate data from multiple sources, providing a real-time overview of business performance. These dashboards help executives and RevOps teams monitor trends, identify bottlenecks, and track goal progress.
KPI Dashboards: HubSpot Reporting, Google Data Studio, Mode Analytics
Customer success platforms track customer retention, churn rate, and engagement to ensure long-term customer satisfaction and loyalty. These tools help customer success teams identify at-risk customers and proactively improve retention strategies.
Customer Success Metrics: ChurnZero, Gainsight, Totango
Sales performance management tools analyze sales activities, track rep productivity, and forecast revenue growth. These platforms provide visibility into deal health, pipeline movement, and coaching opportunities.
Sales Performance Management: Clari, Salesloft, Gong
Marketing attribution tools track and analyze how different marketing channels contribute to lead generation, conversions, and revenue. These tools help marketers understand the effectiveness of campaigns and optimize marketing spend.
Marketing Attribution: Ruler Analytics, Dreamdata, Adobe Marketo Measure (formerly Bizible)
Scale (Expanding RevOps efficiently as the business grows)
The Scale phase in RevOps focuses on sustaining and accelerating growth by automating processes, optimizing resource allocation, and ensuring seamless system integrations.
RevOps platforms centralize revenue operations, helping teams manage go-to-market (GTM) strategies, forecasting, and revenue planning as the business grows.
RevOps Platforms: Clari, LeanData, Fullcast
For businesses with recurring revenue models, subscription and billing platforms help automate invoicing, manage pricing changes, and optimize revenue recognition.
Subscription & Billing Management: Stripe, Chargebee, Recurly
As businesses grow, integrating different tools and platforms becomes critical. Integration Platform as a Service (iPaaS) solutions help connect various apps, ensuring smooth data flow across marketing, sales, finance, and customer success teams.
Integration Platforms (iPaaS): Workato, Tray.io, Boomi
To scale effectively, companies need to continuously test and optimize customer experiences, product features, and marketing strategies. Growth experimentation platforms allow businesses to run A/B tests and personalization strategies to maximize conversions.
