At its core, the primary goal of Revenue Operations (RevOps) is to drive revenue more efficiently by harmonizing people, processes, and tools within an organization.
However, the widely-held understanding of this role tends to emphasize the tools aspect of the equation.
As Will Caro, Director of Revenue Operations at BrainCheck pointed out in a conversation with us, "I think it's really important to draw a line between two things: First, the specialized operations work that technologists do, and second, what RevOps is actually intended to do and the value it's meant to provide to the organization."
As organizations strive to maximize the potential of RevOps, it's crucial to explore a more balanced intersection of people, processes, and tools, and how RevOps can effectively guide the tech buying process.
In this post, we're going to delve into a clearer understanding of how these three interface so RevOps can make better-informed technology decisions that drive growth and success.
Let’s get started.
Tech stack maturity determines priorities
Depending on the maturity of their organization's tech stack, RevOps teams may have one of two experiences.
For those in the early stages, the primary focus lies in establishing a solid foundation by identifying and implementing essential tools that streamline and support revenue-generating activities.
On the other hand, more mature organizations might find themselves grappling with redundant systems, leading RevOps to prioritize consolidating and optimizing their existing tech stack. In such cases, the idea of adding more tools can seem overwhelming, as it may exacerbate inefficiencies and hinder collaboration across teams.
Therefore, striking the right balance between expanding and refining the tech stack is crucial for RevOps professionals to ensure optimal alignment and efficiency throughout the buying process.
Spend about 5 minutes in a marketing community on Slack or talking with colleagues on LinkedIn and you’ll notice one pattern: there’s a tool for every problem.
“There's a million like tools out there now that are nice to haves that can provide value,” Will said, “But that’s only if you have the resources to properly support, monitor, implement, coach, and reinforce the utilization of said software—and that’s a huge if.”
Tools are meant to support people and processes
RevOps can be spun up in any number of ways but it always comes back to the five pillars of which tools are one of them. In spite of how powerful software has gotten or how AI-powered it is, it cannot function effectively without the right people and processes in place.
Ultimately, Will told us, every piece of technology you think of adopting needs to first answer a few questions:
- What business objective is this going to support?
- Do we have the resources to effectively implement and maintain it?
- Are there any potential risks or downsides to incorporating this tool into our existing tech stack?
By carefully considering these factors, RevOps can make sure they’re helping their teams choose tools that genuinely enhance their operations, rather than adding unnecessary complexity or draining valuable resources.
As you evaluate potential technologies, consider how they will impact your team members and their workflows. Will the tool require extensive training or disrupt existing processes? If so, you may need to allocate additional resources for onboarding and change management to ensure a smooth transition.
Evaluating and Selecting the Right Tools for Your Organization
Building your tech stack doesn’t need to be complicated. By focusing on key factors, you can help guide other team members toward better-informed decisions that will benefit your business in the long run.
A familiar workflow, such as one built natively on Salesforce, can significantly improve user experience and adoption. The user interface should be intuitive enough that even without extensive training, users can quickly understand how to perform essential tasks.
Users should be able to access key information or complete their objectives quickly and easily. The technology should streamline processes and reduce the number of steps required to complete tasks, ultimately enhancing overall productivity.
It is essential to select tools that can seamlessly integrate with existing workflows or even enhance them, rather than forcing the organization to reshape its processes entirely. By choosing customizable solutions that cater to an organization's unique operating style, businesses can ensure their tech stack remains relevant, effective, and supportive of continuous improvement over time.
Consider if the technology is one that can fit into existing workflows but also grows with the organization is a huge added value. For instance, one wouldn’t want to adopt a marketing automation platform that fits the organization’s priorities and goals now only to have to rip and replace it later.
Privacy regulators are not joking around. Fines and reinforcement of laws like GDPR and CCPA are getting more strict. As Will observed, security is almost table stakes these days but it’s still worth adding to this list. Ensuring the technology meets industry standards and complies with regulations is critical to protect both the organization and its clients.
By applying the above, ensure and involve relevant teams in the evaluation and selection process, encouraging them to provide input on their specific needs and potential concerns.
This collaborative approach can not only help identify the most suitable tools but also promote a sense of ownership and commitment to successful implementation.
As you incorporate new tools into your organization, continuously monitor their performance and impact on your team's productivity and efficiency.
Regularly reassess the effectiveness of your tech stack and be prepared to make adjustments as needed, always keeping people and processes at the forefront of your decision-making.
After all, as Will so aptly put it: “Trust is lost extremely quickly when it comes to technology and the insights they provide.”