The First Revenue Ops Pillar: Defining Management & Strategy

By Vignesh Subramanyan

We recently introduced the concept of Revenue Ops, a cross-functional model that combines marketing ops and sales ops responsibilities, to facilitate better alignment and impact revenue growth.

Since then we’ve seen this concept resonate well with our audience, experts in the field, and analysts from leading firms. In fact, Scott Vaughan, CMO of Integrate, published an article (coincidentally) that makes the case for combining marketing & sales ops teams to achieve better alignment and drive revenue:

If you want to get sales and marketing to operate as a unified, high-performing machine, skip this “alignment” fallacy and start with ops as the ultimate integrator. This will result in greater focus on what truly matters: customer revenue and lifetime value.

In the article, Scott highlights that in order to make this new ops paradigm work, “roles and responsibilities still need to be set thoughtfully.” The goal being to enable teams to fully deliver throughout the customer lifecycle and ensure a long-standing strategic plan to support this vision.

The focus on combined responsibilities resonates very well with us at Radius and is the reason why we built a Revenue Ops framework – to start the conversation around what Revenue Ops could look like in practice.

In fact, we partnered with leading firms to communicate the value of each pillar and share best practices for ops teams. Let’s start with the first pillar – Management & Strategy.

4 questions on Management & Strategy with Allocadia

In the Revenue Ops framework, Management & Strategy highlights the focus on a strong foundational strategy and managing resources. Broadly, this includes formulating the overall GTM strategy and executing on the company vision.

But what does this mean for ops teams and what are some best practices to keep top of mind? To get more insights on this topic, we interviewed Sam Melnick, VP of Marketing at Allocadia.

1) Why is Management & Strategy a core pillar for Revenue Ops teams?

Every action starts with an investment and before every investment, there must be a plan. That’s why competency and attention in Management and Strategy is critical for every marketing and sales organization. Without the strategy and management behind revenue growth, organizations would be left with just random acts of marketing and sales actions and hope they hit their numbers.

2) What does Management & Strategy mean through the lens of B2B ops?

Revenue Ops professionals run marketing and sales. While much of the go-to-market organization is focused on “doing” or executing campaigns and tactics, Revenue Ops runs the show behind the scenes, guiding the actual execution. It requires planning, decisions and analysis around resource and investment management, and ultimately the critical evaluation of what is working and what is not.

To be successful, two areas to focus on within Management and Strategy are:

  • Leading Resource and Performance Planning
  • Building and Managing Cross-Functional Alignment

3) How should ops teams approach resource and performance planning?

When taking on the planning portion of Revenue Ops, best-in-class organizations do the following: