RevOps vs Sales Ops: Differences, Strategies and Advantages

The key points to consider if you’re thinking of switching to a RevOps strategy

What is Sales Operations? It’s a tried and tested approach that’s reassuringly familiar to most managers and execs. With Sales Operations, you support the sales team with a range of separate functions and activities. These might include incentives and territory planning, lead management, process optimisation, customer support, technology and marketing.

In a Sales Ops model, everyone focuses on their own specialist activity and works towards their own team and individual goals and targets. Revenue Operations, or RevOps, is different because everyone shares the same goals. They work together, without functional boundaries, to achieve customer-oriented goals and deliver an excellent customer experience.

Let’s look at some key differences in RevOps vs Sales Ops

Data forms the foundation for a successful RevOps strategy

Because RevOps is founded on shared revenue goals and metrics, it’s crucial to have a solid data platform before you start adopting the approach. That means designing and implementing a strategy for data usage and sharing around the organisation.

The data strategy sets out how you’ll make sure your data is high quality, complete and up to date, without duplication. Inaccessible departmental spreadsheets and databases are out – instead, you’ll design a central data platform with analysis tools and dashboards that provide a single, secure and reliable version of the truth for the whole business. With strong data governance in place, you can be confident that you’re working with accurate metrics and actionable analytics to underpin your RevOps approach, as well as complying with GDPR and other regulatory standards.

Delivering RevOps: tips for building an effective RevOps strategy

When you transform from a traditional Sales Operations culture to a RevOps approach, you’ll need to be systematic in addressing every area of your organisation’s operations, to harmonise them behind revenue goals.

A successful RevOps strategy will have a large people-focused element. Do you have the collective will to apply the change throughout your business? Every functional leader will need to understand and embrace the new RevOps approach. It will require people to change their habits and work differently – it’s a culture shift as well as a change in processes and systems. Organisations that can achieve this are most likely to unlock the full advantages of RevOps for higher performance.

If you’d like to explore the value of Revenue Operations vs Sales Operations in more depth, download our full whitepaper Geared for Growth: How ambitious businesses are using the Revenue Operations model to gain rapid market advantage.