Episode 13: What should RevOps look like as a company scales?

In this episode of the RevOpsAF podcast, co-host Camela Thompson sits down with Sarabeth Scott, the Vice President of Revenue Operations at Camunda. With a rich background that spans finance, accounting, and various operational roles, Sarabeth brings a wealth of experience to the table. Starting her career in finance, she transitioned into sales operations and eventually found her passion in RevOps. 

In this episode, Sarabeth and Camela discuss what RevOps should look like as a company scales. They cover key topics such as viewing RevOps as a growth lever, the critical role of CRM systems, focusing on the entire customer journey, organizational reporting lines for RevOps, the importance of having a dedicated data team, and the vital skill of relationship management in driving RevOps success.

RevOps as a Growth Lever

Sarabeth emphasizes that Revenue Operations should be viewed not just as a support function but as a strategic growth lever. Instead of defaulting to adding more sales reps to drive growth, companies can optimize existing resources through effective RevOps strategies. By streamlining processes and leveraging data, RevOps can identify the most impactful opportunities for growth.

“RevOps is about smart investments and making smart plays that are risky but calculated.” - Sarabeth Scott

Jump to the clip to hear why Sarabeth thinks this generation of RevOps experts are ready to make big investments.

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The Role of CRM in RevOps

A central theme in the discussion is the pivotal role of Customer Relationship Management (CRM) systems. Sarabeth points out that CRMs are not merely tools for sales but are the foundation for data-driven decision-making across the entire business. She advises early-stage companies to invest in experienced consultants for CRM setup and configuration to ensure that the system is scalable and capable of delivering accurate, actionable insights.

“Because everything really gets underpinned by the CRM ahd how it's structured, how you can get data out of it.” - Sarabeth Scott

Jump to the clip for a list of questions to ask yourself when setting up a new CRM.

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Customer Journey as the Focus of RevOps

Sarabeth believes that RevOps should support the entire customer journey—from initial lead generation through post-sale and customer success activities. By doing so, RevOps ensures a seamless and consistent customer experience. This holistic approach involves close collaboration with marketing operations, sales, and customer success teams to align strategies and processes.

“From the time you first engage with a lead until they are a happy renewing customer, there are a lot of bits in between.” - Sarabeth Scott

Jump to the clip where Camela and Sarabeth talk about the elephant in the room: who does RevOps support?

Reporting Lines for RevOps

The conversation touches on the various organizational structures for RevOps reporting. Sarabeth shares her experiences reporting to different roles, including the Chief Revenue Officer (CRO), Chief Operating Officer (COO), and operations leadership. Both she and Camela caution against having RevOps report into finance, noting that it can lead to an overemphasis on data validation at the expense of actionable business insights.

“RevOps really has to be objective. You have to be Switzerland.” - Sarabeth Scott

Jump to the clip to hear an example of how to be like Switzerland when it comes to compensation.

The Importance of Having a Data Team in RevOps

Sarabeth highlights the significant benefits of having dedicated go-to-market data analysts within the RevOps team. These specialists provide deeper insights by not just delivering reports but by engaging in analysis that prompts further questions and exploration. This specialized focus enhances the ability of RevOps to drive data-informed strategies.

“It's not just, hey here's the data points you asked for. It's so much more than that, so much richer.” - Sarabeth Scott

Jump to the clip for Camela’ insight on why RevOps brings value by asking questions.

A Vital Skill in RevOps: Relationship Management

Finally, Sarabeth underscores the critical importance of relationship management. Building trust and rapport with stakeholders across various departments is essential for RevOps professionals. She advises that proposing changes requires bringing people along on the journey, understanding their motivations, and tailoring communication styles to different personalities within the organization.

“You have to bring people on that journey with you to establish yourself as someone who has credibility” - Sarabeth Scott

Jump to the clip for Sarabeth’s advice on how to start off at a new business.

By embracing these key areas, RevOps professionals can significantly contribute to their company's scalability and success. Sarabeth's insights offer valuable guidance on positioning RevOps as a strategic partner within the organization, focusing on data-driven decision-making, and fostering strong relationships across departments.

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