Revenue Operations (RevOps) has gained traction as a way to align sales, marketing and other customer facing functions and gain operational efficiencies that will drive growth and focus on revenue targets across these teams.
Deciding to bring in a Revenue Operations Leader, usually a Chief Revenue Officer, isn’t simply adding a new role to the commercial mix; it is of value only when there are clear indicators that existing functions can’t be made more efficient, particularly if they are working in siloes; that existing processes need to be streamlined to enable cross-team efficiencies and that there is a strong need to focus all teams to deliver revenue objectives. A CRO will create the teams, processes, structures that enable a company to grow, or to return to growth having plateaued.
Leadership of revenue operations will include:
Improve integration and alignment between all revenue-related functions, including marketing, sales, customer support, pricing and revenue management to deliver a revenue-focused organization
Establish a go-to-market strategy
Define targets, goals and metrics for each function, and cross functional
Create a dedicated team and members needed to complete the function, including sales and marketing ops, enablement, technology implementation and analytics expertise and establish roles and responsibilities in new structure for existing teams
Drive data analysis of revenue and pipeline to determine opportunities and risks
Identify and build the commercial technology stack, integrating sales, marketing and CS technologies for efficiency and effectiveness
Develop CXO client relationships with the sales lead to influence deal structure and account growth
Influence product development cycles using data and insights from customer feedback and make sure that the product is supporting client growth
What skills are needed?
Deep knowledge of sales, marketing, customer success processes, structures and deal flows
Strategic go to market planning knowledge
Forecast modelling and revenue projections
User experience and buyer journeys
Board level communications skills
Reporting, analysis and data visualisation
Automation technology selection and implementation
Why turn to Talmix?
External talent augments existing skills and provides additional resources making up a company’s extended workforce. Revenue Operations is a new discipline and while it is gaining increasing traction it is unlikely to be a straight transfer from classic sales leadership into revenue operations.
We see CRO roles as a perfect interim position to establish the role and function and potentially convert to a permanent leader, or to identify internal or external talent that is best positioned to take on the responsibilities. It is a classic interim opportunity in that it requires a review of the current state, the ability to drive the transformation to create new structures and processes, and oversee that transition while identifying the future state requirements. It also provides an additional resource rather than deploying an existing leader which will cause revenue friction further down the process. We have established CRO Talent Pools taking talent from the network with significant experience in leading commercial operations and devising strategic approaches to go to market requirements and revenue and growth delivery.
The supporting functions can be seen as a strong potential for on-demand project support for skills and bandwidth (see analytics, sales operations). There is a large talent pool within the network able to provide project management, analytics and operations support for the ongoing needs and to implement the approach defined by the CRO.
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Getting Started with Talmix
If you have a requirement to start a revenue operations function, then the first step will be to identify a leader, ideally on an interim basis as this gives you the ability to work out exactly what is needed long term. You can post this requirement straight away on the Talmix marketplace. It’s a very intuitive, streamlined process and you can describe this as a interim leadership when starting the process. If you want a little more advice on scoping then you can post the basic requirements and our customer success team can help you draw out specific screening questions, talent types and budgets.
If you already have leadership in place and are now looking to kickstart the functions and processes within then the way to use Talmix is the same – simply post your project requirements. Get started now and you could address these new roles and skills gaps faster than you’d anticipated and have talent deployed and taking the action you need for growth immediately.