What is the Difference Between RevOps and SalesOps?

Revenue is a driving force for business success. The key is to view revenue as more than just an end; instead considering the means to the ends as well. It saves time and increases earnings by focusing on the processes involved in generating revenue. Sales are a key element of this. That said, here are the key differences between these two operations and why they matter to your business. 

What Is Revenue Operations?

Revenue Operations (RevOps) is an umbrella term that encompasses revenue driving element, namely: 

  • Sales Operations,
  • Customer Success Operations, and
  • Marketing Operations.

In the simplest of terms, RevOps seeks to increase returns by viewing revenue holistically. Marketing, sales, and customer service all play a role, since these elements affect the customer journey. A RevOps strategy utilises automated tools and systems to create clear pipelines, cross-departmental work flows, and better internal communication across the business.

RevOps makes it possible to forecast better, which provides the opportunity to be more agile and prepared to react to market trends. It also facilitates scalable growth, with the overarching goal being to improve business revenue.

RevOps is implemented by streamlining the processes for all involved, enabling the marketing, sales, and customer service teams to focus on their roles and perform better. The size and role of the team will depend on the size of the business and the software used. It requires robust technology that is simple enough for all teams to use without tech-heavy limitations.

 

What Are Sales Ops?

Sales Ops refers to sales strategies. It includes all of the practical processes that sales team are involved in. These systems are crucial as they are responsible for conversions and ultimately closing deals. Businesses work to improve these sales operations for optimal sales planning, enablement, and selling. 

SalesOps essentially seeks to improve performance by having better strategies in place and improving the productivity levels of the sales team. This includes focusing on the following:

  • Onboarding and training for salespeople 
  • KPIs
  • Sales communications 
  • Sales collateral
  • Sales tools
  • Lead management
  • Sales modelling 
  • Sales campaigns
  • The sales funnels
  • Customer lifecycle stages
  • Sales optimization and policies
  • Reporting
  • Sales projections

 

CRM Technology for RevOps and SalesOp


Both RevOps and SalesOps rely on a customer relationship management (CRM) system. The  HubSpot gives provides access to an integrated and centralised platform that benefits all of the  RevOps teams in its entirety. RevOps typically includes:

  • A platform audit to determine the technological needs
  • Automation to improve the processes and reduce mundane administrative tasks
  • Focusing on generating new sales
  • Identifying sales opportunities for existing customers
  • Holistic and in-depth analysis of data
  • Improving the use of technology 
  • Utilizing integrations 
  • Developing customer-facing tech stacks

 

What Makes SalesOps Different from Marketing and Customer Service Ops?

To understand the other elements that fall under RevOps (and alongside SalesOps), let’s take a brief look at the marketing and customer service operations:

Marketing Ops includes all of a business’s marketing activities and efforts, including strategies and campaigns, personas and market research, and content and lead management. Marketing Ops requires a critical focus on measuring data and performance. 

Customer Service Ops is all about the activities related to direct customer engagement. It includes the likes of customer support and communication, brand advocacy, and handling the services desk. It is an important element that can play a vital role in maintaining positive customer perceptions and relationships, though it is often overlooked.

 

The Difference Between RevOps and SalesOps


RevOps is an aligned business strategy that is geared towards increasing revenue. It requires technology for transparency and information-sharing between departments. It incorporates sales, marketing, and service as three distinct but equally important parts that culminate to achieve increased revenue and business success.

SalesOps is one of three sub-sections of RevOps, driven to achieve a united goal. However, its role is distinct as it is focused on the sales department within the business and the specific activities that drive sales. 

RevOps has become an increasingly important strategy for businesses to adopt as there are numerous benefits to reducing the friction that impedes revenue generation. Implementing RevOps, and by default SalesOps, your business will be actively working towards increasing sales, growing at scale, aligning internal departments, and, of course, reducing sales friction. By harnessing the best technology, a business can vastly improve across its three defining elements of marketing, sales, and customer service.

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