RevOps 2.0: Why You Need to Shift to Revenue Strategy and Operations

Let's face it, the world of revenue generation is changing faster than ever.

Our titles and responsibilities are changing, the org structures are shifting, technology is evolving and so is the broader business world as a whole.

Buyers are more informed, competition is fiercer, and the traditional playbook just doesn't cut it anymore. In this environment, simply optimizing your existing revenue engine isn't enough. You need to be thinking bigger, more strategically, and with a clearer vision of the road ahead.

Think of it like this: RevOps in its current form is like tuning up a car. You're making sure the engine runs smoothly, the parts are working in sync, and you're getting the most out of your fuel. It's essential, no doubt, but it's also limited in scope. You might have a perfectly tuned engine, but if you're driving in the wrong direction, with the wrong map, you're not going to reach your destination.

That's where the concept of Revenue Strategy and Operations comes in.

It's about taking a holistic view of your revenue journey, from understanding the terrain to planning the best route, anticipating potential roadblocks, and ensuring you have the resources to reach your goals. It's about moving beyond operational efficiency and embracing strategic thinking to drive sustainable growth.

Now, you might be thinking, "This sounds great, but what does it actually mean for my business?"

You might also be thinking, “doesn’t the VP Sales / revenue leadership set the revenue strategy?”

Let’s talk about what happens when you build out a dedicated strategy and operations function inside a business.

As someone who's spent years on Wall Street analyzing businesses and now builds revenue intelligence software for B2B companies, I've seen firsthand the transformative power of this approach.

In my early days as an investment banker, I was immersed in the world of financial modeling, market analysis, and strategic planning. We were obsessed with understanding the big picture, identifying market opportunities, and crafting strategies to maximize returns. But when I transitioned to the world of B2B SaaS, I realized that many companies were missing this crucial strategic layer in their revenue operations.

They were focused on optimizing their sales funnel, implementing marketing automation, and streamlining their CRM, but they often lacked a clear understanding of their target market, their competitive landscape, and their long-term growth trajectory. They were so busy fine-tuning the engine that they forgot to plan the journey.

They also failed to integrate a unified view across the entire funnel so they could understand revenue engine performance and health.

This is where I saw the need for a more integrated approach – one that combines the rigor of strategic planning with the efficiency of operational excellence. That's the essence of Revenue Strategy and Operations.

So, what does this look like in practice?