Did you know companies use an average of 75+ tools across their organization? And each is collecting a plethora of customer data each year.
In fact, it’s estimated that 328.77 million terabytes of data are created each day, and there is more data being transferred across organizations than ever before.
With that much data spread across numerous tools, across a variety of departments, internal processes required to manage that data and utilize it to drive growth becomes complex. That’s why it’s becoming increasingly important for RevOps and Business Systems teams to unite. In collaboration, these two functions ensure that data, processes, and technologies are harmonized to drive the company’s success.
RevOps and Business Systems teams rally around these core objectives:
- Data integrity & compliance
- Systems uptime & reliability
- Streamlining efficiencies & increasing output
Below, we’re covering why your RevOps and Business Systems teams should be collaborating and more importantly, how they can drive your business forward.
Understanding the Importance of RevOps & Business Systems
Collaboration between RevOps leaders and Business Systems leaders is critically important to high growth companies. Together they ensure technology platforms are up and running, data is compliant and accurate and revenue reports can be trusted by key stakeholders. But before we talk about how these power teams can collaborate, let’s talk about what each is responsible for.
What’s the Role of RevOps?
RevOps is focused on ensuring your GTM team has the best opportunity possible to generate revenue for your business. They do this by optimizing data, processes and technologies across the marketing, sales and customer success teams. Reliable data and systems uptime is critical for RevOps to do their job. Oftentimes RevOps is the internal stakeholder building, analyzing and reporting on critical financial models for the business, therefore data reliability and systems uptime is incredibly important for them to be successful.
What’s the Role of Business Systems?
The role of Business Systems is the commander of all things related to data, systems, operability, uptime and compliance. Oftentimes, Business Systems leaders are at the forefront of governance and compliance, ensuring that high growth organizations aren’t overextending their posture across data and technologies. It’s their role to take a conservative approach, ensuring that the business maintains a healthy and reliable standing.
Why RevOps and Business Systems Should Collaborate
Good Business Systems and RevOps leaders both understand the importance of having reliable systems and data. They are at the forefront of the business tech stack, managing a sleuth of data updates, system integrations, compliance regulations and more. RevOps leaders are able to piggyback on the foundation Business Systems provides in order to hone in and specifically manage the pieces that affect GTM teams, and the revenue inside a business.
With companies cycling through more tools with even more data, this collaboration is critical now more than ever. Who better to work together inside an organization to ensure there aren’t gaps in data or processes?
Here are 4 key reasons your RevOps and Business Systems teams should be collaborating to enhance business performance:
1. Evaluating New & Redundant Technologies
RevOps and Business Systems leaders operate in close collaboration when it comes to the evaluation of new and existing technologies. Their partnership is instrumental in ensuring that tech choices work in harmony with revenue objectives and operational effectiveness.
Their collaboration involves:
- Identifying tech needs for revenue enhancement to conducting technical assessments
- Maintaining data integrity
- Analyzing cost implications
The focus extends to operational efficiency, scalability, integration, and well-planned change management. Their shared goals include identifying and retiring redundant technologies while consistently monitoring performance metrics to gauge the impact on both revenue and customer interactions.
2. Improving the Customer Journey
When it comes to improving your customer’s journey, Business System leaders ensure the technological infrastructure provides a seamless and intuitive experience for customers. Meanwhile, RevOps leaders analyze data to understand customer behaviors and preferences. Together, they craft strategies that remove any roadblocks in the customer’s path, personalize interactions, and ensure consistent communication across all touchpoints.
The two teams must also come together to:
- Manage integrations
- Optimize tech tools
- Ensure data is accurate and compliant
With Business Systems leaders aiding in visualizing the customer journey and RevOps leaders identifying areas of enhancement, this partnership benefits customer experience as well as bolsters business performance.
3. Ensuring System Uptime
Ensuring systems uptime is mission critical to both Business Systems and RevOps teams. Business Systems, the architects of the company’s technological framework, is responsible for the overall system uptime across all business technologies. Their role encompasses the vigilant monitoring and maintenance of these systems, ensuring they function seamlessly to support the company’s operations.
RevOps, deeply entrenched in the business tech stack through their daily operations, share this responsibility. They act as the sensory nerves, detecting any integration errors or system downtimes and promptly alerting Business Systems.
This close collaboration facilitates swift resolution of issues, minimizing downtime and its impact on the business. The synergy between these teams is essential; the closer they work, the more seamless the entire business tech stack performs, leading to extended uptimes and a robust, resilient technological infrastructure.
4. Data Reliability & Compliance
Both systems and ops teams interact with and manage a colossal amount of data, and are accountable for the technologies that process it. It is paramount that both teams operate in lockstep, adhering to the same Standard Operating Procedures (SOPs) to ensure the integrity and reliability of data across the organization.
Business Systems teams are often at the vanguard of governance, laying down the framework for data management. They ensure that the business operates within the required regulatory and compliance boundaries. RevOps, on the other hand, relies heavily on this data to drive revenue growth, making their role in maintaining data accuracy and compliance equally vital.
By harmonizing their operations, sharing best practices, and adhering to a unified set of SOPs, both teams can fortify data reliability and uphold the highest standards of compliance. This not only safeguards the company’s reputation but also ensures a reliable foundation for decision-making, fostering trust among stakeholders and paving the way for sustainable growth.
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Knowing When to Hire Business Systems and RevOps
While most high growth companies have both of these functions filled, you’ll find that some have one and are contemplating staffing the other. Keep reading to better understand the business signals that should tell you it’s time to start hiring.
5 Signs It’s Time to Hire a Business Systems Role
If your organization hasn’t established Business Systems yet, it might be time to consider it. There are clear signs that indicate the need for this essential function within your business. Let’s cover the main ones to look out for.
1. Disjointed tech stack
A fragmented tech stack can serve as a clear indicator that it’s time to bring a Business Systems leader on board. With this role in place, integration challenges that arise from disconnected software tools can be efficiently tackled.
A business systems leader assesses the tech stack, identifies integration needs and implements solutions to streamline processes. The role further aligns the tech with scalability and growth objectives.
2. Inefficient workflows
Inefficient workflows can be a hurdle in any org, leading to bottlenecks, duplication of effort, data silos, and lack of accountability. These inefficiencies can hinder scalability, impact customer satisfaction, and result in higher operational costs.
Business Systems leaders identify and address these types of issues, redesign workflows for smoother operations, eliminate redundant steps, and integrate systems to break down silos. By optimizing workflows, this role enhances overall operational efficiency.
3. Rapid tool adoption without governance
A lack of coordination during rapid tool adoption can result in major issues for an org. Data fragmentation, compliance and security issues, redundancy, a lack of standardization and insufficient training and support are some of the issues that may come to light.
The expertise of a Business Systems leader directly combats these potential issues and contributes to more streamlined and efficient tool adoption processes.
4. Lack of systems training and adoption
Lack of systems training and adoption can signal a crucial need for a Business Systems leader within an org. Typically, lack of adoption stems from insufficient training, inefficient processes, resources inefficiency, and limited scalability capabilities.
By addressing these challenges, a Business Systems leader ultimately ensures that systems are adopted, integrated, and leveraged to their full potential.
5. Data integrity issues
Business Systems professionals are essential for ensuring data accuracy, consistency, and security while addressing data integration, compliance, and quality control challenges. Having this position in place enables improved decision-making and strategies for data recovery and backup, ultimately safeguarding the org.
5 Signs It’s Time to Hire a RevOps Role
Inversely you might also be evaluating bringing on a RevOps function within your high growth business. Here are some key indicators to look out for:
1. Poor revenue lifecycle management
The signs of poor revenue lifecycle management encompass revenue leakage, a lack of actionable data insights, inefficient sales processes, team misalignment and reporting challenges. Hiring a RevOps professional to combat these issues is vital for elevating revenue management and ensuring the long-term growth of the org.
2. Fragmented revenue strategy
A fragmented revenue strategy can lead to missed opportunities, data misalignment, operational inefficiencies, unhappy customers, misaligned teams, and inadequate revenue forecasting. Recognizing these issues, the addition of a RevOps role becomes crucial in addressing these challenges.
A RevOps professional brings cohesion to revenue strategies, identifies potential opportunities, and overall aligns teams to bring a better customer experience to the table.
3. Ineffective GTM strategy
Hiring a RevOps professional is crucial to addressing issues such as misalignment between sales and marketing, subpar resource utilization, and missed growth opportunities. Put simply, an ineffective GTM strategy can result in revenue underperformance.
The role of a RevOps professional is to recognize these challenges from the start in order to ultimately lead to better organizational performance and success.
4. Inaccurate revenue forecasting and analysis
Inaccurate revenue forecasting and analysis can result in missed revenue targets – three words no one wants to hear. In addition, making this mistake can lead to operational inefficiency, scalability issues, and budgetary challenges.
The introduction of a RevOps leader to these types of scenarios is non-negotiable when it comes to enhancing an organization’s overall performance, financial stability, and overall competitive edge.
5. Suboptimal customer lifecycle value
Suboptimal customer lifecycle value often signals the need to hire a RevOps leader, and there are several compelling reasons supporting this decision. A RevOps professional specializes in maximizing revenue, streamlining operations, and comprehensive retention strategies to name a few pain points.
By addressing these key areas, RevOps leaders play a pivotal role in increasing customer lifecycle value, ultimately contributing to improved organization across the board and long-term growth.
Final Thoughts: Bring Your Business Systems & RevOps Teams Together
The importance of these two roles in the world of business operations and revenue management cannot be emphasized enough. Understanding how RevOps and Business System leaders can collaborate can improve things like customer journey, systems uptime, data & compliance and even reduce tech stack redundancy.
For high growth companies who might have one function filled but not the other, it’s important to recognize when to fill the seats. Recognizing the different functions of each role as well as how they work together to accomplish joint goals is key to driving success in a complex business landscape. Bring your Business Systems, Information Technology, and Revenue Operations teams together with Sonar, a single, easy-to-use platform for effectively managing integrated Salesforce technologies. Try Sonar free today.