Growth isn’t just about getting more people to the top of the funnel; it’s also about what happens at each step.
Many businesses face hidden problems that quietly stall their growth, making them less productive. For example, things like unqualified leads blocking the pipeline, deals slipping through the cracks, and teams working toward different goals.
Usually, these problems aren’t because of bad execution. They often happen because teams fail to collaborate, disconnected tools, and unclear processes. The result of these problems are slower conversions, lost revenue, and missed growth opportunities.
Let us tell you that we know the solution to these problems. Yeah that’s right, this is where Revenue Operations, or RevOps, comes in.
RevOps helps everyone in the company work toward the same goals and makes the customer journey easy from lead to renewal. It also wants to make it easier for people from different departments to work together.
This article will talk about the most common problems with B2B funnels and how RevOps can fix them.
Common Bottlenecks That Slow Down B2B Growth
Before we talk about what is revenue operations, let’s discuss the problems that most often keep businesses from moving prospects smoothly through the funnel:
Poor Lead Qualification
Things get out of hand when marketing and sales can’t agree on what makes a lead “qualified.” Marketing may send leads to sales teams that meet basic demographic criteria, but without behavior-based signals, sales teams end up chasing prospects who aren’t ready to buy. This disconnect will waste time, make teams feel awful, and lower closing deals.
Siloed Data Across Teams
There are different platforms for marketing, sales, and customer success, but most of the time they don’t align with each other. The end result is fragmented data, making it challenging to understand a customer’s entire journey. Without a single source of data, it’s almost impossible to personalize outreach or make accurate predictions.
Inefficient Handoff Between Teams
Imagine a prospective lead gets an eBook about your products, but your company doesn’t get back to them for weeks. Or, a sales rep calls a potential lead without making plans with other departments. Moving customers from marketing to sales to onboarding can be challenging for the buyer and cost you money. This will make leads lose trust, and things take longer when there is a delay or extra work.
Misaligned KPIs
Sales is solely concerned with completed deals, whereas marketing focuses on achieving MQLs. Retention, on the other hand, is a way to find out how well a customer is doing. When teams have different goals, they go in different directions, which makes the funnel less useful as a whole.
What is Revenue Operations, and Why Does It Matter?
RevOps is a new way for B2B companies to make more money. RevOps brings together sales, marketing, and customer success into one operational framework. This makes sure that all of their goals, processes, and information work together.
RevOps doesn’t see each department as a separate engine. Instead, RevOps connects all departments to create a unified revenue engine. That means that everyone is responsible for the whole customer experience, from the first contact to the renewal. This keeps the numbers the same and makes it easier for people to talk to each other.
RevOps also helps you make decisions by taking away the need to guess. It gathers all the data and uses different tools to show you the whole funnel. Leaders can see drop-offs right away, figure out what’s working, and make changes right away. It will make customers happier, shorten the time it takes to make a sale, and make your income more stable.
RevOps Solutions to Funnel Bottlenecks
RevOps is a fantastic way to get things done if you have the right tools and processes in place. A well-curated RevOps tech stack can help unify your CRM, marketing automation, customer success, and analytics platforms to ensure seamless collaboration across the funnel.
Let’s look at how Revenue Operations handles the biggest problems that slow down B2B sales.
Unified Tech Stack
One main reason things don’t work as they should is that tools are scattered and don’t work together. A viable RevOps strategy should make sure that your CRM, marketing automation, customer success platform, and analytics tools all work together. This ensures seamless data flow, automated lead distribution, and eliminates the need for individual tasks.
Centralized Data & Reporting
RevOps creates a single source of truth, which gets rid of data silos. Centralized dashboards and shared KPIs make it possible for all departments to see pipeline health, conversion rates, and revenue forecasts in real time. This alignment makes it easier to choose and cuts down on the need to guess.
Process Standardization
RevOps makes sure that everyone knows what their job is, which helps to cut down on problems between departments. For example, service-level agreements (SLAs) say that MQLs must be followed up on within a certain amount of time or that there are certain steps that must be taken to onboard a customer. These standard steps make it easier to figure out how much money will come in and how to make it grow.
Aligned Metrics & Incentives
People act differently when money is the only thing that matters to everyone on a team. RevOps makes sure that all of the departments are working toward the same goals. For instance, marketing receives payment not only for leads but also for contributing to the pipeline. You can’t just make sales; you also have to make sure your customers are satisfied in the long run. This change makes it easier for people from different departments to work together and take responsibility for what happens.
Continuous Funnel Optimization
You can’t just set up RevOps and leave it alone. It means watching everything about the funnel, like the quality of the leads and how quickly they leave. RevOps teams can always look for campaigns that aren’t doing well or places where people are dropping off to test, change, and improve things. This open-minded way of thinking keeps the funnel working well even when customers or the market changes.
Eliminate Bottlenecks & Accelerate Growth
Bad products or teams that don’t work hard won’t stop B2B growth. It stops because of problems and things that aren’t in the right order that you can’t see in the funnel. When you don’t follow up, send a lead to the wrong place, or keep data points separate, you make things harder, which slows down sales and frustrates customers.
Revenue Operations gives you the tools and direction you need to fix that. RevOps brings together people, processes, and platforms to make a revenue engine that runs smoothly, is flexible and accountable, and is ready to grow.
If your business really wants to make the path from lead to revenue easier, it’s time to rethink how your teams work. First, find the places in your funnel that aren’t working well. Next, learn how a modern RevOps toolset can help you fill in the holes.
The less friction you have, the faster you grow.
Author Bio:
Rizky Darmawan is a digital marketer and research nerd who loves helping brands grow with innovative strategies and creative touch. When he’s not diving into brainstorming ideas, you’ll probably find him gardening in his small yard. Connect with him on https://www.linkedin.com/in/rizkyerde/
(DISCLAIMER: The information in this article does not necessarily reflect the views of The Global Hues. We make no representation or warranty of any kind, express or implied, regarding the accuracy, adequacy, validity, reliability, availability or completeness of any information in this article.)
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