Revenue Operations Platforms Overview
What are Revenue Operation Platforms?
Revenue Operation (RevOps) platforms can be thought of as the next evolution of sales forecasting, predictive sales analytics, and marketing analytics software—all rolled into one. These platforms provide businesses with an integrated go-to-market approach that connects sales, marketing, and customer support/success.
Currently, these departments function separately from one another with different processes and operations in many businesses. While sales, marketing, and customer success teams will remain distinct from one another going forward, revenue operations software seeks to help companies align all revenue-driving teams across the business. This enables organizations to make more accurate revenue forecasts and fine-tune their current marketing and sales processes and functions, such as sales performance management and incentive compensation management.
In order to have a unified revenue operations strategy, organizations need to be able to track prospect and customer data throughout the lead and customer lifecycle and visualize how it impacts revenue streams and pipeline across the business. This means the data needs to be centralized, well maintained, and shared across teams.
This is where revenue operation platforms come into play. More specifically, these platforms unify data generated and tracked in marketing operations systems (e.g. CRM and marketing automation platforms), in sales operation platforms (e.g. CRM and sales enablement platforms), and customer success/service operations (e.g. CRM and customer success platforms).
Revenue operations platforms can be used as an organizations’ ‘single source of truth’ that houses all contact information, details about outreach and customer interactions, and can use artificial intelligence capabilities to create revenue forecast models based on this data.
Revenue Operations vs. Sales Operations
There is a large degree of overlap between revenue operations and sales operations, though there are a few key differences. The biggest difference is that sales operations only pertains to sales team activities and aims to make sales processes more efficient and streamlined. Comparatively, revenue operations software seeks to unite sales operations with marketing and customer success operations to better forecast and plan for revenue growth.
The primary goals of these two disciplines are slightly different too, though they are interrelated. Sales operations aims to help reduce friction within the sales process, thereby making sales reps more productive and (ultimately) profitable. Revenue operations, on the other hand, is not as narrowly focused on the sales team. Instead, it aims to grow pipeline and revenue by connecting data and processes across the marketing, sales, and customer service/success departments.
Revenue Operation Platform features
Most revenue operations platforms include the following capabilities:
Contact and activity capture
AI-powered analytics and insights
Revenue reporting and intelligence
Pipeline and revenue dashboard
Account health dashboard
Automated CRM updates
Data aggregation from third-party platforms
Integration with third-party platforms (e.g. CRM, marketing automation, sales enablement platforms)
Revenue Operation Platform Comparison
Before investing in a revenue operations platform, consider these key factors:
- Is your organization prepared for this type of solution? I.e. are marketing operations, sales operations, and customer service operations still siloed within your business? Even if you purchase a state-of-the-art revenue operations platform, you likely won’t be able to fully utilize the platform unless your company leadership is on board with using a unified revenue operations strategy.
- Are there existing tools this platform will be replacing? If so, you should look into the data migration process from your existing platforms to the revenue operation platforms you’re considering. On a related note, make sure the revenue operations solutions you’re considering will integrate with the other essential marketing and sales software you use. This may include your CRM, marketing automation, sales engagement, and customer success platforms.
Prices can vary depending on the number of users and the range of features included. The cost can range from $25 user/month up to multiple hundreds of dollars per user per month. Most revenue operations platform providers do not openly disclose pricing information on their website. However, they will provide a pricing quote upon request.
Frequently Asked Questions
Revenue operations platforms are the next generation of sales and marketing operations software, combined within one platform. Currently, some of the most popular revenue operations platforms include:
As this is an emerging technology category, we will likely see more growth in the number of revenue operations platforms available in the coming years. To learn more about revenue operations platforms and how they help align the sales, marketing, and customer service functions, see TrustRadius’ software category page.