Sales Ops vs. RevOps

6 min read

Sales OperationsRevenue OperationsRevOpsSales Ops vs. RevOps
RevOps, is an increasingly popular topic. However, there is a lot of confusion about this new term and how it is related to established business functions like Sales Ops. In this article, we take a closer look at the Revenue Operations vs. Sales Operations and clear up some of the main misconceptions by defining RevOps and Sales Ops.

RevOps i.e. Revenue Operations is a buzzword in the sales industry at the moment. Apart from being the most talked-about subject, it is seen that the roles including the word “Revenue” have been steadily increasing in recent years. However, what’s with this sharp increase in RevOps? Many such questions still prevail.

Sales Operations is a subset of Revenue Operations that focuses on the strategic work that the sales team requires to better sales processes and systems, as well as more successfully convert new clients. For many companies, Sales Ops is simply one part of their overall revenue strategy, whereas RevOps is the business architecture that balances operational demands throughout all revenue-generating teams. Because they all have the same purpose in mind: to generate money, Sales Ops frequently evolve into RevOps.

What do Revenue Operations even mean?

RevOps and Sales Ops: Are they the same?

How are these roles different?

Are they just slightly different titles that work towards driving revenue?

Let’s figure out what’s what. First up, let’s start with Sales Ops.

Defining Sales Operations

Simply put, Sales Operations are the backup team and backbone for the sales reps. Sales Ops teams are often seen as separate entities in companies that support, enable, and drive front-line sales teams and sales individuals to sell better, faster, and more efficiently. The goal of sales ops is to reduce friction in the sales process so that team members can complete more transactions and create more money for the company.

Sales Operations allows sales reps to be productive and successful and focus on what they’re good at - closing sales. Sales Ops bring a system to selling. But perhaps more than anything else, their overall goal is to create and sustain growth.

Roles & Responsibilities of a Sales Operations Representative

The broader purpose of sales operations is to boost productivity, enhance effectiveness, increase efficiency, and the overall impact that your sales team has on your organizations’ performance. To achieve this, though, your sales ops department has many roles and responsibilities.

Here are a few areas of responsibilities for Sales Operations:

1. Data Management - Measuring and evaluating the sales data to determine how effective a product, sales process, or campaign has been.

2. Forecasting - By examining and understanding past data and previous performance trends, Sales Ops forecast future sales growth and its needs and future campaigns and its goals.

3. Sales Tactics - Sales Ops use their data analysis findings and forecasting to create a sales strategy. They create a tactical sales strategy and set objectives based on the analysis.

4. Sales Team Support - Sales Operations exist to help sales representatives become more efficient and impactful. They do this by tracking the communications, providing leads, preparing quotations, providing sales-related training, etc.

5. Lead Generation - Managing and handling administrative tasks like lead generation i.e. attracting and converting prospects into leads, scheduling appointments with the leads and contacts, etc.

6. Sales Incentives / Commissions Calculation - Identifying, managing, and aligning value for the three greatest stakeholders impacted by incentives or commissions; Organizational Leaders, Customers, and most importantly Salespeople.

What is Revenue Operations?

Revenue Ops 1.png

RevOps is like the new kid on the block. There is a lot of confusion about this new term and how it is related to established business functions like Sales Ops.

RevOps is an all-encompassing role that represents the intersection of sales, marketing, finance, customer service, and other key business departments. It unites the aims of various departments and guarantees that each team has access to the same targets, database, and technology stack. The main mission of RevOps is to break down silos between these departments and drive performance across each business unit, with the organization’s big picture in mind. From prospect marketing through renewals, RevOps is meant to give a holistic picture of a company.

RevOps is basically a strategic alignment that goes beyond sales teams and extends into other departments to touch every part of the customer lifecycle. While keeping the big picture in mind, the purpose of this alignment is to improve efficiency and accountability and ultimately fuel revenue growth.

What is the Role of Revenue Operations?

Due to the alignment across various operations, RevOps provides a comprehensive and unified journey to the customers. RevOps bring together strategy, technology, and processes to improve efficiency across the revenue process, drive revenue predictability, and achieve revenue growth.

Unlike sales reps, the role of RevOps team is to not only close the sales deal but to make sure that customers get long-term benefits by using your products and services. It is also focused on giving the customer the right information, at the right point and supporting them in their decision-making journey.

Revenue ops.png

The four main areas RevOps is responsible for:

1. Operations Management - Through operations management, RevOps works across micro and macro levels in the company. It is responsible for managing and optimizing resources to ensure every outcome aligns with business growth objectives. This also means managing specific operational units such as sales operations, marketing operations, customer success operations, project management, etc.

2. Enablement - As you know, sales enablement provides salespeople with the data, tools, content, and other support that allows them to sell efficiently at a higher velocity. In RevOps, the enablement team gives sales, marketing, and customer success teams the same support needed. RevOps provides Sales enablement, learning management, and performance management.

3. Data Analysis and Insights - RevOps team is responsible for gathering data to give you confidence in the decisions you’re making. It provides the data, analysis, and insights into the full customer journey. Through this comprehensive data, RevOps form the basis of both day-to-day operations as well as long-term strategic planning.

4. Tools - RevOps is also responsible for all technology across sales, marketing, and customer success. Evaluation and procurement of the tech stack, integration, systems administration are a few responsibilities of the RevOps team. Along with technical capabilities, the team has a strong understanding of CRM and business processes.

Final Thoughts on Sales Operations and Revenue Operations

RevOps can be an incredible addition to any company, whose business operations can be compared to a cluster of leaking buckets. With the overall escalating organizational benefits such as business growth and increased sales, we’re likely to see the need for RevOps (more than Sales Operations) continue to rise.

While Sales Ops continue to serve as a critical part of the sales process and help the sales team create a system for selling, RevOps is all about breaking down departmental silos and getting a new collaborative centralized way of thinking and operating to achieve revenue goals.

If Sales Ops and RevOps are already in place at your company, it's critical that they function together and are focused on the same KPIs, goals, and procedures.

Authors

  • Sumeet Shah

    Associate Director

    Sumeet has 15+ years of experience in incentive compensation management, goal setting, salesforce effectiveness (SFE), and process management with leading sales performance management organizations like Optymyze (formerly Synygy) and others.

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