Key Insights
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The buzz around RevOps continues to build, with companies adding new roles at a record pace
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One of the reasons why RevOps is gaining such unprecedented traction is its potential of bringing together different teams
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Businesses looking at unleashing the potential of RevOps must utilize the emerging trends for overall business transformation
In many of the fastest-growing B2B organizations, Revenue Operations or RevOps can be seen as the newest functional team.
A report by LeanData highlights that almost 58% of B2B organizations have put a dedicated RevOps team in place or are in the process of building one.
RevOps can be defined as an organizational function dedicated to streamlining operational processes in order to provide alignment across the revenue journey, including sales, marketing, customer success, and support.
Since the ultimate goal of any business is to increase revenue, it makes sense to have revenue operations as the main component of a company’s structure, influencing decisions made by all departments.
So, with the continued rise of RevOps, what can we expect in 2022? Let’s take a look.
The Top 5 RevOps Trends for Business Success in 2022
1. The Rise in RevOps Job Titles
The RevOps role is fairly new and interesting.
With the boom we see in tech startups, it is natural for companies to look for new roles to solve new business challenges.
Job titles with the word “revenue” such as Director of Revenue Operations, VP of Revenue Operations, and Chief Revenue Officer have become a big trend on job posting platforms like LinkedIn
With new roles opening up in revenue operations, we see new technology for RevOps as well. Such technological innovation defines the very core of RevOps by ensuring that your teams, data, and processes are all in perfect sync.
2. Decreased Focus on Historical Trends
Typically, those in RevOps had the option of looking at past data to evaluate and assess what to expect the following year.
2020, however, was not your typical year.
What it did teach us is that we cannot flip a switch and go back to “normal”. Instead, we adapted, incorporating external factors into our forecast, and developed a plan that optimizes growth.
Organizations relying on historical data must take into account the rapidly-changing conditions and behave proactively to scale the success ladder with RevOps.
3. Streamlining Processes with Automation
Your RevOps team cannot work without robust integration and automation backing up your technological stack.
A unified tech stack will allow RevOps teams to be more efficient by providing transparency across all processes. It can help in better allocation of resources and increase the collaborative flow of work.
Additionally, businesses can improve efficiency, fix revenue pipeline, and make more data-driven decisions with process automation.
When different departments are looking at different numbers, it is even more difficult to align toward a common vision. Combating this problem requires automation that takes care of quality control processes.
4. Increased Focus on CAS
Customer Acquisition Security or CAS has become the new core area and focuses on eliminating the fast-growing problem of fake users and bots from customers’ funnels, campaigns, analytics, and CRMs.
Even Sales and Business Development Representatives (BDR) teams can benefit from CAS by using it to clean up their CRM, helping them to reduce the time wasted on prospecting fake users.
A White Ops survey shows how 22% of companies believe that at least 25% of their first-party database is populated by fake and fraudulent contacts.
CAS can eliminate these problems, helping BDR teams to go after real leads who are most likely to convert.
5. A Central Component of CX
While a necessary function of modern business, teams in marketing, sales, or customer success often tend to operate in silos.
Furthermore, they don’t define success the same way. If salespeople are focusing on sales alone, those in marketing or customer success are relying on KPIs to measure their goals.
RevOps recognizes the need for collaboration between these teams, in not just generating and maximizing revenue but also in enhancing the overall customer experience.
As a unified team, RevOps is best positioned to deliver a stellar customer journey.
The Road Ahead
As stated by Matthew Volm, CEO and Co-founder of Funnel IQ, RevOps is the glue that holds the entire go-to-market function together.
Utilizing revenue operations within your organization will enable you to better align your teams, make way for unified data and a more sophisticated tech stack in order to streamline your processes for maximum agility.
And as the unknown continues, there has never been a better time to make a change for the better.
