Cleopatra and Mark Antony. Romeo and Juliet. Sales Ops and Marketing Ops. Like many tumultuous relationships throughout history, Sales Ops and marketing have had their fair share of ups and downs. Often known as the “sales and marketing divide,” the separation between these two departments can often cause friction when goals and objectives are misaligned.
Or at least it did until RevOps came to be.
The introduction of the RevOps team meant that Sales Ops and Marketing Ops had to learn to work it out and talk about their problems. Forced out of their silos and into a unified front, each one took a long, hard look in the mirror to address their shortcomings for the wellbeing of the company. That’s the benefit of RevOps — it’s like marriage counseling for the departments that don’t always get along.
RevOps: Why Sales Ops & Marketing are Stronger Together
At its core, RevOps is all about unification and collaboration — it’s the organizational structure that merges Sales Ops with Marketing and Customer Success teams in order to drive a unified strategy and ultimately increase revenue. Traditionally, these three teams operate in silos, each with their own objectives, KPIs, and strategies. This is one reason (if not the main reason) why the Sales and Marketing divide exists: Each one tends to focus on their own goals and objectives and not necessarily the customer journey as a whole.
With RevOps, teams can communicate better and have access to shared data and allow for clearer, more defined KPIs. For Sales Ops, this means more opportunities to connect with customers earlier in their lifecycle. For Marketing, this means greater involvement within that customer lifecycle, and for Customer Success, RevOps can offer better ways to meet customer expectations and paint a clearer picture of purchase decisions.
That’s what we call a win-win-win.
While there will always be challenges for go-to-market teams, RevOps can open the door to greater amounts of data and improved metrics. In addition to organization, Revenue Operations will, according to Revenue Grid, “handle techstacks, many of the apps companies need to work, and usually have a high quality CRM tool on hand to bring all the elements of their business together. Revenue operations acts as the bricks and mortar your company is based on.”
Bringing It All Together with Sonar
If RevOps is like couples therapy for Sales Ops and Marketing, then Sonar is like the tool you need to keep the relationship on track. What do we mean by that? As a change management platform, Sonar makes it easy for cross-functional teams to collaborate. We do this by improving process, communication, and documentation — meaning you can say goodbye to blind changes in your tech stack and say hello to faster software integrations, better document updates across platforms, more effective communication, and so much more.
Now that’s #relationshipgoals.
Ready to tackle your organizational challenges and give Sonar a try? Sign up for a free trial and find out how you can bridge the Sales/Marketing gap, eliminate data loss, and discover countless other ways to keep operations running smoothly.