Revenue Operations (RevOps) Automation

Workato lets you automate RevOps processes end-to-end, from capturing a new lead to implementing a successful expansion—and everything in between

What is revenue operations?

Revenue operations, or RevOps, is a business function that provides organizational and operational alignment across sales, marketing, and customer success teams to drive revenue-generating operations.

Through this alignment, your organization can optimize each stage of the customer journey, leading to more sales and better experiences for prospects and customers.

Workato’s enterprise automation platform can help you drive growth at all phases of the revenue funnel.

Everything you need to know about RevOps

RevOps challenges

Organizations miss out on 20-30% of potential revenue every year due to inefficient processes across applications and departments. When marketing, sales, and customer success are not aligned and lack shared goals, it leads to a disjointed customer journey and less efficient sales cycle.
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Revenue operations cycle

It’s easy to understand why RevOps teams struggle with alignment. Just think of all the different tasks that must be completed in different systems, at different times, by different people.

  • Respond to leads quickly
  • Target the right people at the right time
  • Manage objections to keep the deal moving
  • Streamline approvals, quote-to-cash, and onboarding
  • Resolve issues to create champions
  • Discover upsell, cross-sell opportunities
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RevOps best practices

But where should you start to deal with these challenges and to connect systems and teams? Automation can help you scale your revenue operations and help customer-facing teams collaborate better.

When you’re getting started with RevOps automation, there are a few high impact areas where you should focus.

Generate pipeline
  • Generate pipeline
  • Close deals
  • Retain customers

Campaign operations

Streamline marketing campaign operations by automating the campaign launch process from the initial request to execution and reporting.

Lead management

Increase speed-to-lead by automating lead ingestion, cleansing, enrichment, scoring, routing, and actionable SDR alerts.

How Slack delivers high-value automations

Slack uses Workato throughout their entire revenue funnel—from activating intent data to automating their deal desk. The automations Slack has implemented save its marketing, sales, and success teams thousands of hours per month.

With automation, Slack has been able to:

1. Prioritize accounts and leads based on product usage data

2. Aggregate account marketing engagement and intent data

3. Align sales and finance with a Slack-based deal desk

4. Automate quote-to-cash fulfillment

Marketing operations (MOps)

Bring speed and efficiency to the demand generation process by integrating and automating your marketing systems.

Create seamless lead funnels

Upload lists, enrich and route leads, notify sales, and add to a sequence automatically. Connect tools like Salesforce, Slack, and ZoomInfo to give SDRs the data needed to respond to leads faster.

Launch marketing campaigns faster

Pre-built solutions like Workato’s Campaign Launchpad help you create new campaigns using a standard format that automatically generates the required Marketo programs and Salesforce campaigns.

Automate demand generation

Workato’s LinkedIn integration automates lead enrichment, uploads, and campaign reporting for proactive, real-time monitoring. Integrate LinkedIn Ads with your CRM to immediately send leads to sales.

Fuel growth with timely and relevant insights

Take action on intent data to hit the right prospects with the right message at the right time. Understand when a lead is sales-ready or when a customer is considering competitors.

Sales operations

Sellers waste 40-60% of their time on non-selling activities. Improve your forecasting, pipeline, and data hygiene with automation.

Simplify sales operations

Incomplete, outdated, and inaccurate data prevents sales ops from forecasting revenue accurately. Improve data accuracy and accessibility by automating data collection.

Update your CRM automatically

Automate CRM updates and provide ops visibility. Message reps after meetings end for relevant pipeline updates that they can respond to directly from chat–and update your forecasts at the same time.

Automate reporting and forecasts

Use information from live calls to update close dates, projected deal revenue, and competitive intel without interrupting your sellers. Provide leadership with updated data to forecast accurately.

Create an AI-driven deal desk

Orchestrate an entire deal desk, including creating quotes and managing approvals, all via chat. Provide finance, legal and others a complete view of deals.

Customer success operations

Use automation to drive customer adoption, retention, and expansion, and turn them into champions of your business.

Increase customer LTV

Drive upsell opportunities off of key usage events. Use product usage data to take action on go-to-market initiatives, identify cross-sell opportunities, drive adoption, and improve your NRR.

Remove buying journey friction

Solve common pain points using automations that eliminate manual work. Manage renewals, close support cases, provision users, fix poor adoption, and more – automatically.

Reduce churn & identify upsell

Use product usage data to notify CSMs of upsell opportunities or churn risks, like hitting a usage threshold, failing to log into an account, or taking a new action after a specified period of time.

Automate customer support

Create amazing support experiences with fewer resources. Send alerts when an account needs attention, and automatically escalate tickets in real-time and resolve them directly from Slack.

Customer stories

Businesses across any industry grow faster with Workato RevOps automations.

Not sure where to start? Schedule an assessment?

HP
  • HP
  • HubSpot
  • Gong

How Workato automates RevOps

At Workato, we faced many of the same challenges that marketing, sales, and customer success teams encounter and that RevOps automation can help solve.

Workato used our own enterprise automation platform to improve our lead response time, identify buyer intent signals so sales can prioritize outbounding efforts, and use product usage data to determine cross sell/upsell opportunities or churn signals sooner.

When a new lead comes in, most companies don’t respond fast enough, often taking hours or even days to respond. But if you don’t respond within 5 minutes, you’re missing out on potential new customers.

We had the same problem at Workato, so we developed Lead Bot, which automatically routes new leads to sales within Slack and provides lead enrichment information so sales doesn’t have to hunt it down themselves.

Sales reps are then able to take the information provided by Lead Bot to have better informed conversations with leads. They can also accept, reassign, or disqualify leads directly from Slack.

With Lead Bot, we’ve improved our lead response time to less than 4 minutes and seen a 4x improvement in conversion to meetings.

RevOps FAQ

  • What is RevOps?

    RevOps is the organizational and operational alignment of sales, marketing, and customer success teams to drive revenue-generating operations.

  • Who does RevOps report to?

    A RevOps team should report to either a chief revenue officer (CRO) or a chief operating officer (COO).

  • Why do you need RevOps at your organization?

    RevOps aligns customer-facing teams by building streamlined, interconnected workflows. They also use data to provide crucial business insights, such as which acquisition channels are most cost-effective or identify signs of a healthy customer versus one that’s likely to churn, all to help teams make better decisions.

    RevOps helps your organization optimize each stage of the customer journey, and drive more sales and better experiences for prospects and customers.

  • How should a RevOps team be structured?

    The RevOps leader will typically report to the CRO or COO. Here’s how a RevOps team can be structured alongside customer success, sales, and marketing:

    • Operations consists of the sales, marketing, and customer operations teams.
    • Enablement includes sales enablement and learning management.
    • Insights includes roles like data scientists and business analysts.
    • Tools is composed of systems administrators and software developers.
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  • How does RevOps add value to marketing?

    A key area of the RevOps operating model is to support the customer life cycle end-to-end. With consumer trends translating into B2B environments it’s more important now than ever for marketing to delight customers throughout the entire journey. RevOps ensures the continuation of the marketing journey by facilitating smooth handoffs between each customer servicing department.

  • How does RevOps add value to sales?

    RevOps exists to serve 2 sales stakeholders: sales reps and executive leadership. RevOps is tasked with clearing the way for sales reps to focus as much time as possible on direct sales activities (i.e. customer meetings, prep/follow-up for meetings, inbox management, proposal creation, prospecting, internal deal strategy, etc.). RevOps also helps sales to optimize the most effective channels by prioritizing and activating opportunities down the funnel.

    RevOps provides executive leadership with the data they need to gain insights to navigate the business competitive space and communicate to the board.

  • How does RevOps add value to customer success?

    Customer success operations roles are new and still quite rare. RevOps helps to optimize processes for taking care of customers throughout the customer journey, including onboarding, continued education, billing, support, renewals, and upsells. Effective RevOps departments own Customer 360, ensuring customer-facing teams have access to a complete view of their customers and can take action accordingly.

  • What’s the difference between sales ops and RevOps?

    In most cases today, nothing. RevOps is often used as a newer, more exciting way to describe sales ops. Sales ops is focused on helping sales to sell more efficiently through sales management and enablement. They are mostly concerned with the acquisition of new customers, though they may sometimes be involved with expansion. Sales ops rarely has responsibility for marketing ops.

    In an ideal world and in many modern GTM orgs, RevOps goes a step further than sales ops to align all of an organization’s revenue teams, owning marketing, sales, and customer success operations. RevOps is responsible for ensuring that data is consistent, accessible and actionable across marketing, sales, and customer success teams. The scope of RevOps spans the lifetime of revenue from acquisition, to renewal, to expansion.

  • What skills do you need in RevOps?

    Employees in RevOps will need to have technical skills to manage the tools and applications used by revenue teams.

  • Why is integration and automation important in RevOps?

    RevOps is responsible for an enormous amount of data. Ensuring that data is consistent (through initiatives like Customer 360), accessible to the right teams, and actionable requires the integration of many GTM systems. More importantly, automation of the workflows between technology and relevant teams is necessary to scale revenue efficiently.

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