As we navigate a rapidly shifting business landscape, the need for productivity has reached a critical point. RevOps is the key to streamlining operations and aligning teams, but selecting the right revenue technology to respond to market changes is essential.
Is your business ready to make the shift?
At the close of 2023, McKinsey emphasized three major challenges pushing productivity to the top of the business agenda:
"...business leaders face three key challenges that all point to the imperative to increase productivity. Macroeconomic headwinds will challenge economic growth, demographic shifts and changes in employee preferences will intensify the competition for talent, and high capital and labor costs are expected to continue unabated."
Now, nearing the end of 2024, these trends have only solidified. Revenue leaders are expected to deliver better results, often with fewer resources, placing strategic, data-driven insights at a premium.
Chief Revenue Officers (CROs), Chief Sales Officers (CSOs), Chief Marketing Officers (CMOs), Chief Experience Officers (CXOs), and other revenue managers all confront a landscape in constant flux:
Internal Data Alone Isn’t Enough
To accurately assess market risk and customer readiness, it’s critical to monitor external factors like inflation, energy costs, and interest rates.
Learning from the Past to Predict the Future
Analyzing historical data is essential for forecasting and scenario planning. Revenue leaders must leverage past trends to inform future decisions.
Navigating Black Swan Events
While unpredictable by nature, Black Swan events offer competitive opportunities for those prepared with robust data-monitoring processes.
Priorities Shifting Rapidly
As market demands shift, the ability to pivot quickly is critical. One offering’s demand might suddenly surge while another declines, so agility in response is essential.
Success is now strongly dependent on our capability to get on top of changes, adapt and take advantage of emerging opportunities while managing risks. The rollercoaster economy can be a paradise for those capable of making most of it.
Looking at the EPU index (in the picture) clarifies what we're currently living through.
Economic Policy Uncertainty aka EPU reflects how a national economy fluctuates due to unpredictable fiscal, political, regulatory or monetary policies. EPU-related research has accelerated since 2016, when a team of U.S. academics developed this index.
EPU index is constructed from newspaper coverage, provisions in federal tax codes that are set to expire and disagreement among economic forecasters. To learn more about EPU and managing uncertainty, head over to our blog.
RevOps, or Revenue Operations, aligns sales, marketing, and customer success functions under a single strategic umbrella. By unifying data and processes, RevOps eliminates silos, fosters team alignment, and improves agility.
A unified RevOps technology brings three essential benefits:
When everyone works from the same insights, alignment flows naturally, leading to faster, more effective decision-making.
RevOps as a framework has fueled a wave of new tools and technologies designed to support it. However, many solutions (like Gong, Clari and ZoomInfo) on the market today focus primarily on internal data, optimizing pipelines through CRM integrations and tracking internal metrics.
While beneficial, this inside-out approach lacks a true understanding of why changes are happening, especially from the customer’s perspective.
To know WHY something is happening or changing, and to be able to plan and react to it, you need to shift your focus to the customer and to an outside-in perspective.
To understand why a change occurs, businesses need an outside-in approach, which sees customers as vital indicators of market trends. This perspective allows companies to assess how external factors affect their offerings and customers’ readiness.
180ops’ B2B Revenue Intelligence platform exemplifies this approach by connecting internal data (e.g., billing, CRM, customer service) with external data (e.g., macroeconomic trends, firmographic insights). This minimum data, maximum value approach delivers:
Ultimately, a great RevOps tool helps companies answer four critical questions:
Equipped with these insights, teams can adapt quickly, act strategically, and capture growth opportunities. This clarity and direction make RevOps essential for thriving amid today’s challenges.
RevOps isn’t just a function; it’s a competitive advantage. If you're ready to experience the power of RevOps for your business, book a demo with us today and discover how 180ops’ revenue intelligence solution can help you uncover untapped growth potential.
For a deeper dive into the optimal team and tech setup for revenue intelligence, check out our earlier blog: Revenue Intelligence: Analyst Team and Resource Requirements vs. 180ops Data Factory.
To stay up-to-date with the newest on RevOps, subscribe to our LinkedIn newsletter:
CRO digest • best practices, tech & real talk about revenue from 180ops – your B2B revenue intelligence SaaS from the Nordics.