Revenue Operations: A Game-Changer for B2B Marketers

Revenue activity is arguably one of the most popular trends in B2B marketing. For example, take a look at Twitter and you will see the hashtag #revops appear more and more.

So why do revenue streams remain popular and attractive every day and how can marketers benefit from them?

First, what are revenue transactions?

Although the concept of revenue operations is relatively new, it is by no means a new feature. It is the alignment of the existing business functions – marketing, sales, and customer success – in a team guided by one objective: to increase sales.

Income activities are the new income generation engine

We are going to be industrialized with the production of recipes. The tools we use have fundamentally changed the way we enter the market, which means that sales, marketing, and revenue activities have become less ambitious and more operational.

Ten years ago, you were responsible for selling phone calls, if you were a salesperson, and for marketing material, if you had marketing. Now marketers need to know how marketing materials promote leads, and salespeople need to know what marketing tools to use to reach a potential customer.

Integration is the new rule of the game; and to win, teams need to understand exactly how their actions affect other roles.

Increasing turnover is a game-changer for marketers

Many marketers fear that increased revenue in the organization may replace it, but it is not. While revenue activities combine and align different business functions, from sales to customer experience and marketing, it is not intended to replace a team.

The revenue management team does not produce new content or attract new potential customers. It simply bridges the gap between teams that can work alone. As a result, marketers need to use the recipe and the many benefits it brings, instead of giving it up because of doubt or fear.

Here are three of the many ways in which revenue streams will allow marketers to improve their game.

  1. Income sectors support marketing efforts

As noted earlier, the revenue business aims to support marketing efforts. Revenue is therefore your powerful ally, providing marketing campaigns and support for the sales and success teams of the customer and, ultimately, for the customers themselves.

Use it to align your marketing efforts with sales efforts to achieve incredible results.

  1. Revenue operations open up a new communication channel

An obstacle that always prevents multifunctional collaboration is communication silos. It is normal for companies to create silos because of their different perspectives and priorities. The best way to combat these stubborn silos is to give the team a goal to work with: revenue.

With revenue activities, marketing teams share real-time sales and customer success data, creating a clear overview of the funnel, leading to quick internal and external analysis and translating into immediate actions and adjustments.

  1. Income-related activities lead to positive cultural changes

The shift to the revenue business of a subordinate facility will be a major change for any organization, but the positive and lasting changes it will bring are important. With the alignment of data and goals, there comes the alignment of people. When everyone has the same vision of monetization, teams avoid time and resources to duplicate efforts. When teamwork becomes the backbone of operations, efficiency and happiness thrive.

Revenue-related activities also increase transparency in the organization. By ensuring that team members share a common understanding of what the company does and why income activities encourage accountability at all levels and replace the “debt game” with collective learning in the face of a challenge.