How to Build a Revenue Operations Function

A Step-by-Step Guide for Founders, Sales, Marketing and Customer Success Leaders

In today's fast-paced business landscape, it is crucial for tech companies to optimise their revenue generation processes. One effective way to achieve this is by establishing a revenue operations (RevOps) function, which combines sales, marketing, customer success and operations to streamline the lead to cash flow and enhance the customer journey. If you're a founder or a sales/marketing leader looking to build a successful RevOps function, follow these step-by-step guidelines:

Step 1: Understand the Importance of Change Management in Revenue Operations

• Revenue operations initiatives involve both tactical/data-driven and behavioural/psychological changes.
• Change management plays a pivotal role in successful RevOps implementation.
• Recognize that change takes time and set realistic expectations.

Step 2: Anticipate and Overcome Resistance to Change

• Resistance to change is a common occurrence and should be expected.
• Overcome resistance with effective communication, training and addressing concerns/fears.
• Create a safe space for feedback to encourage open dialogue.

Step 3: Revamp Revenue Operations with Best Practices

• Involve key stakeholders from sales, marketing, customer success and operations.
• Align goals and metrics across teams to ensure consistency and collaboration.
• Continuously monitor and adjust processes to optimise results.

Step 4: Track Progress and Measure Success

• Use data analysis, feedback loops and regular check-ins to track progress.
• Implement metrics such as activity, quality, adoption and impact.
• Leverage tools like Gong and conversation intelligence for visibility and insights.

Step 5: Establish a Holistic Approach to Revenue Operations

• Consider both tactical and strategic aspects to optimise the entire customer journey.
• Iterate and improve the processes based on customer feedback and insights.

Step 6: Measure Adoption and Transition from Resistance to Buy-In

• Start by working backwards from revenue-specific KPIs or goals.
• Focus on activity, quality, adoption and impact as key metrics.
• Seek visibility and feedback from stakeholders to measure adoption.

Step 7: Communicate Clearly and Consistently

• Use multiple communication channels like email, Slack, newsletters, etc.
• Include all stakeholders, even from obscure groups like legal or internal IT processes.
• Document the process from start to finish to ensure transparency and alignment.

Step 8: Facilitate a Mindset Shift and Foster Buy-In

• Help employees understand the importance of change for progress.
• Map out primary KPIs and align definitions to ensure everyone is on the same page.
• Include all teams, even those that may be excluded or overlooked, to avoid bottlenecks.

Step 9: Enable Advocates and Provide Ongoing Support

• Identify and empower advocates within each team or department.
• Offer training and resources to these advocates to support their team members.
• Scale efforts by promoting knowledge sharing and collaboration.

Step 10: Establish Trust and an Open Feedback Culture

• Regularly check in with teams or departments to maintain communication.
• Foster open feedback and opinion sharing, promoting a collaborative environment.
• Handle constructive criticism with empathy and accountability.

Step 11: Drive Leadership Engagement and Accountability

• Actively involve leaders and give them specific actions and deliverables.
• Leverage the C-suite to communicate and reinforce the change initiative.
• Hold leaders accountable for their participation and team follow-through.

Step 12: Evaluate and Adjust for Optimal Results

• Review data with stakeholders based on the impact and size of the change.
• Involve all relevant stakeholders and define measurable objectives.
• Conduct regular check-ins to measure progress and ensure change adoption.

Step 13: Prioritize Enablement and Continuous Learning

• Provide different learning modalities to cater to diverse learning styles.
• Offer ongoing training, reinforcement and practice opportunities.
• Provide hyper-care support if needed during critical transition periods.

Step 14: Foster Collaboration Between Humans and AI

• Recognize that AI is a tool to enhance human capabilities, not a standalone solution.
• Encourage collaboration and decision-making that combines human expertise and AI insights.

Step 15: Maintain Ethical Considerations and Responsible AI Practices

• Build a strong data infrastructure and ensure data privacy and security.
• Train employees on ethical AI use and implement responsible AI practices.

By following these step-by-step guidelines, you can successfully build a revenue operations function that optimises your lead to cash flow and enhances the customer journey. Remember to adapt these steps to fit your specific company's needs and goals.

For help shaping and building your revenue operations team, please book some time here with one of our consultants.