Is your business ready to invest in RevOps?

The levers of business growth, marketing, sales and customer service, can be closer to art than the science of accounting or engineering. As a business matures applying some science – the concept of RevOps - to your business’ growth engine becomes more crucial.

Before you jump on the RevOps bandwagon, let's take a closer look at what it really means and whether your business is in the right place to start investing in it.

Many companies find themselves investing in RevOps relatively late in the game. Why? Because they don't always realise they need it until they hit a growth spurt. Picture this: You start off strong, doing what you do best, and soon enough, demand skyrockets. Naturally, you hire more people to keep up with this demand. As your team expands, inefficiencies start to creep in. Your once nimble operation becomes bogged down by repetitive tasks and siloed departments. It's like hitting a productivity plateau – you're hiring more, but your revenue and profits don’t keep pace.

RevOps is about scaling the way you work, rather than just hiring more people. It's about streamlining processes, standardising workflows, and breaking down the barriers between departments. And while many companies may already be practicing elements of RevOps informally, it's when these practices become structured and intentional that real transformation occurs.

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Scaling - a RevOps Maturity Model framework

Scaling your business isn't just about adding more heads to the team. It's about breaking free from the linear growth model and finding efficiencies within your existing resources to drive new revenue opportunities. In the early stages of growth, many businesses rely on hiring to drive revenue – need more sales? Hire more sales reps. An unsustainable approach in the long run.

There’s nothing wrong with choosing to remain a small business indefinitely, maintaining a steady revenue stream with a static headcount. But if your goal is to continue growing, expanding your reach, and deepening your impact, you'll need to find a way to scale your revenue without increasing your headcount at the same rate.

The RevOps Maturity Model is a framework that describes how an organisation's RevOps maturity can evolve as they scale. The model recognises that as a company grows, so too does the complexity of its go-to-market (GTM) strategy. And with that complexity comes the need for a more mature and cohesive RevOps function to support it.

Managing revenue growth in the digital age

Revenue operations isn't a new concept. What's changed over time is the way we approach it, especially in this digital age. It is the evolution of a science – more formalised and structured to keep up with the ever-expanding array of tools and applications at our disposal.

As companies grow they find themselves grappling with what we call 'app sprawl.' You start off with a handful of essential tools – a sales outreach tool here, a NPS measurement tool there. But as your team expands and responsibilities diversify, so too does your collection of subscriptions. Before you know it, you're juggling multiple tools with no integration, restricting both efficiency and visibility to performance.

A RevOps approach can help rein in the chaos and streamline your tech stack for maximum efficiency. By identifying redundant tools and consolidating where possible, they can help you eliminate unnecessary expenses and free up resources for more strategic initiatives. And in today's subscription-driven economy, this consolidation can translate to immediate cost reduction.

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Source: Hyperscale RevOps Maturity Model

Think of it as a roadmap for navigating the shifting landscape of revenue operations. Whether you're a SaaS company with multiple SKUs or a manufacturing company with a single product line, the key is to invest in RevOps early enough to drive growth without overburdening your team or overspending on tools.

There's no one-size-fits-all solution when it comes to RevOps maturity. What works for one organisation may not work for another, depending on factors like market dynamics and business complexity. That's why it's essential to invest like Goldilocks – not too early, not too late, but just right.

One of the most common pitfalls in RevOps investment is under-investing in the RevOps team itself. Without the right leadership and resources, even the most sophisticated systems and tools will fall short. On the flip side, over-investment in systems and tools can lead to tech debt and redundancy, draining valuable resources that could be better allocated elsewhere.

How do you strike the right balance? By using the RevOps Maturity Model as a guide. By evaluating your maturity across key categories and identifying areas for improvement, you can prioritise your investments and communicate your roadmap effectively to the leadership team.

Is your business ready to inject some science into your revenue operations?

RevOps is about finding the right balance between investing early enough to drive growth and avoiding over-investment that could burden your team and drain resources. By prioritising investments based on your organisation's unique needs and using the RevOps Maturity Model as a guide, you can navigate the revenue wave with confidence.

Starting your RevOps journey is about recognising the pivotal moment in your company's growth when linear revenue growth is no longer sustainable. By formalising your RevOps strategy and embracing a maturity model framework, you can scale your business more efficiently, uncover new revenue opportunities, and break free from the constraints of traditional growth models.

If RevOps has been on your mind and you'd like to talk more about whether the time is right for you to invest in it, don't hesitate to get in touch.

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