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19 May, 2023

Assess Your Organization's Readiness for Revenue Operations

• RevOps

Written by McAlign


We've all heard about the benefits of revamping your sales and marketing processes, but what are some of the key factors that make it an option for your organization? And how do you know if your company is ready to go through the process? In this blog post, we'll look at some ways to assess whether or not your organization is prepared to embark on a RevOps journey.

Alignment of sales, marketing, and customer success

We recommend that you evaluate the alignment of sales, marketing, and customer success to ensure they’re all working in concert with each other. It’s important to note that this is not a one-time assessment; it should happen regularly as your organization grows.

Below are some considerations for assessing alignment

  • How does the company define “success?” Is it about volume or quality? What metrics will be used to measure success? Who will use them (e.g., sales team members)?

  • What are the processes for bringing new customers into the funnel? Are there clear steps from prospecting all the way through onboarding that is data-driven and repeatable? And how do you handle churn once someone has been acquired? Do you have a defined process for closing out inactive accounts? If so, who owns those tasks (e.g., account manager)? What tools are available or need to be built to support those processes? Are they being utilized effectively across teams (e.g., marketing vs product)?

Clear goals and objectives

When you identify goals, you should ensure that they support your organization's overall goals. Goals should also be clear, and SMART (specific, measurable, attainable, relevant, and time-bound).

  • Specific A goal must be clearly defined so it can be accomplished. If the end result is not defined in a way that is specific enough to help decide if it has been achieved or not then there will be some ambiguity around whether or not the goal has been met.

  • Measurable – The level of success needs to be quantifiable as well as being able to measure how much progress has been made towards completion of this objective. This gives visibility into how much work still needs to be done in order for them to achieve their goal which can then inform decisions around resource allocation cycles while also providing feedback on whether certain aspects need more attention than others (e.g., maybe focus our efforts on improving customer satisfaction rather than reducing overhead costs).

  • Attainable – Goals should provide employees with something achievable within reasonable limits so that they feel like partaking in activities related thereto will lead them closer towards their own personal objectives (e-g., making more money by helping others improve theirs) instead leaving them feeling hopelessly dispirited about ever reaching those lofty targets set forth by management! If people believe there’s no chance of reaching those lofty heights then why bother trying?

Adequate resources

Resources are the people, tools, and processes that enable your organization to achieve its goals. Resources also include financial resources (cash, investment capital), people (the people who work in your organization), technology (computers, phones, software), and time. For example - if you want to build a house with a hammer and nails but don't have any of these things - or if you only have one hammer, then you won't be able to achieve this goal.

The resources that you have available to you are limited, and so there will always be trade-offs between the goals that you want to achieve. For example - if your organization has a limited amount of money but wants to build a new office building, then it may not be able to afford a new IT system at the same time.

A culture of continuous improvement

A culture of continuous improvement values learning and encourages everyone to experiment, learn from their mistakes, and share their knowledge with others. In order to create this kind of culture, you need to ensure that your team has a clear understanding of the purpose behind your organization's goals—not just in terms of what they are but also why they matter.

You can further encourage a culture of continuous improvement by offering opportunities for people in different roles or departments to work together on projects or initiatives related to RevOps. This can help break down silos between teams, which often happen when there’s little communication between them and no sense of shared purpose for what each individual does at work every day.

Continuous learning

Continuous learning is an important part of any organization’s journey to RevOps. As the world around us changes, so must your business. This means you need to be prepared for the unexpected and willing to learn from others even when it comes at a cost.

The most effective way to stay current is by keeping up with technology, which can be challenging when budgets are tight or workflows are already established. However, investing in new technologies can provide huge benefits for your team that will help them adapt more quickly than ever before—and provide more time for innovation!

Strong leadership support

Leadership support is crucial to the success of any RevOps initiative. Leaders must be willing to change their own behavior, take risks and make changes, provide resources and funding, and set up a team structure that supports the desired outcomes.

A good place to start is by building a strong support team. This includes setting up cross-functional teams that bring together people from different functions and levels within the organization who are willing to change their own behavior, take risks, and make changes.

Integration of systems and processes

The integration of systems and processes is an essential component of a successful RevOps strategy. A single platform can help you to better manage the full customer journey, from first contact through to post-sale support.

This is especially true for leaders who are new to RevOps. It can be challenging to change the mindset of an entire organization from one that is product-focused to one that is customer-centric. Leaders must be willing to take risks and make changes in order to shift their organization’s focus.

The right platform should provide you with the ability to 

  • Collect and manage all customer interactions in one place.

  • Make it easy for agents to quickly find the information they need, when they need it

  • Ensure that data is accessible from any device—so your agents can work from anywhere.

Clear communication and coordination

You can't have a successful RevOps strategy without clear communication and coordination. It's essential to have everyone on the same page, and that begins with defining roles and responsibilities, identifying goals and objectives, establishing a communication plan, and then implementing it with the right tools.

For example - 

  • Establish roles and responsibilities -  It's important to know who is responsible for what in your organization's RevOops initiative so that you can track progress as efficiently as possible. This will help ensure accountability within your team during key milestones throughout the process.

  • Switch to Agile - Use an agile methodology for managing dependencies between teams or groups of people working collaboratively toward common goals. This method allows for rapid feedback loops using shorter cycles of development efforts until certain projects are deemed complete enough to move forward into production environments (more on this later).

Agile mindset

Agile mindset is the foundation of a successful RevOps initiative. While there are many aspects to consider in terms of readiness for a RevOps program, an agile mindset is one that should be high on your list.

The agile mindset is focused on continuous improvement and customer satisfaction; it’s about collaboration and communication, which all add up to delivering value faster than ever before.

Collaboration across departments

It's important to have cross-functional teams that can collaborate and communicate with one another. This includes everyone from the head of sales to the person in charge of product development.

The goal is to create a collaborative culture where people feel comfortable sharing ideas, regardless of their position or department. If your company already has this type of environment, great! That's a step in the right direction. But if it doesn't yet exist, here are some tips for getting there - 

  • Establish goals and metrics for how you will measure success

  • Build trust by having regular team meetings where everyone shares information about what they're working on and what challenges they're facing (this may require hiring some additional staff)

  • Create project management software that allows multiple departments' data to be integrated into one system—for example, Salesforce offers "social collaboration" features such as customer portals where teams can share files with each other

Customer-centric focus

How well do your teams understand the needs of their customers? Do they clearly understand the behaviors and preferences of their target audience? Is it easy for them to get feedback from customers, or is it difficult to access that information and make sense of it?

A customer-centric focus will require more than simply having some form of listening mechanism. It requires an organization that is designed around giving feedback to customers and then acting on what they learn.

Analytics capabilities are essential for this type of approach because they allow you to see trends, identify problems, and make improvements based on evidence instead of intuition or gut feeling. In addition, analytics can be used as part of the continuous learning process so teams can understand what's working (and what isn't) at any given point in time—giving them greater confidence when making decisions about where their organization should focus its efforts going forward.

Analytics helps to understand how customers are using the product, which features are used most often, and so on. It helps you to understand what customers really want and how your product or service is doing in the market. This is important because it enables you to make informed decisions about improving your offerings—for example, adding new features based on customer feedback, improving existing features based on usage data, and so forth.

Robust customer feedback mechanisms

Customer feedback mechanisms are crucial to the success of a RevOps program. The more you know about how your customers perceive their interactions with your organization, the better equipped you’ll be to identify areas for improvement. 

To reap the full benefits of RevOps, consider using these customer feedback methods:

  • Use surveys to gauge customer satisfaction at key points in their journey with you—from discovery through purchase and beyond. This will allow you to identify any pain points in their experience and make changes accordingly.

  • Leverage social media monitoring tools that provide real-time insights into what people say about your company, its products, or services on Facebook, Twitter, LinkedIn, and other social platforms. 

From this data, extract meaningful insights regarding consumer sentiment around specific topics such as customer service quality, product performance, website ease-of-use/friendliness, brand reputation (positive or negative), etc., which will help inform decisions going forward as well as provide context for future campaigns designed specifically for this target audience segment based upon shared traits such as demographics (age group), geographic location(s) where most tend reside at present time due to certain factors such as cost considerations when determining where best place one's self would like live based upon lifestyle preferences more specifically those related comfort level within community environment itself.


Scalability is the ability to scale up or down as needed. This can be achieved by adding or removing resources such as personnel, hardware, and software. The ability to handle large volumes of customers, data, and transactions is key to scalability.


By reviewing these key factors, you can assess your organization’s readiness for RevOps. And if you find that some areas are lacking, don’t fret—you can start by implementing improvements in those areas one at a time. 

With each step forward, you’ll be making progress toward becoming more customer-centric and agile than ever before!

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