Working In Silos v/s Adopting A Unified Approach With RevOps

Let’s Build A Central, Consolidated Hub Of Information

Craig Rosenberg, VPA at Gartner defines RevOps as a strategy that manages, designs & tracks non-product experiences across the entire lifecycle responsible for revenue planning and human engagement in a customer journey.  

On scrutinising RevOps strategy, you’ll find that it’s majorly about putting an end to the silos in your business with the help of revenue operations strategy.

Signs Of Silo Syndrome

Silo syndrome is a real time problem faced by SaaS companies. Answer the questions below to identify whether your business is affected by silo syndrome.

• Are you aware of the technology or tools other departments use and for what?
• Are you aware of the measurements by customer success teams for the measurement of success as compared to your marketing teams?
• Does your IT department feel bogged down under the weight of disparate technology that they’re asked to maintain, implement and evaluate? 
• Are you aware of the times you find something very obvious for your team but that comes as a surprise for the other teams?
• Is your data competent and reliable enough to be used in strategic decision-making?
• Does accountability for your business success go beyond all the verticals or is limited to one?
• Are sales and marketing operations teams engaged and finding value in the processes?
• Are your teams committed to delivering a positive and seamless experience for your prospects and customers' service ops?

If you find it difficult to answer one or more of the above questions, then it means that your organisation might be suffering from silo syndrome.

Why Working In Silos Is A Business Risk?

Silo organisations risk substantial unrealised revenue along with poorly managed operating expenses which are higher than the normal turnover. Plus, you’ve increased employee attrition. These silos prohibit your company from learning and are the biggest barriers to achieving customer-centric objectives in the company culture.

According to Forrester research on an average, aligned organisations see:

• 15% better profits
• 19% quicker growth
• 10-20% improved sales productivity
• 30% reduction in the GTM expenses 
• 15-20% improved internal customer satisfaction

On the whole, you can say that RevOps = Breaking down silos

Adopt a unified RevOps strategy for optimising business ROI

Break Down Silos And Adopt Revenue Operations Strategy

RevOps is the only answer or go-to market strategy to eliminate silo syndrome from the roots. Let’s talk about the important signs that tell you to break silos for a better revenue upgradation of your business.

1. Team-Based Identity

Regardless of which team you’re a part of, it’s crucial for you to face every success and challenge as one. Work as a unified revenue team. Silos are inherently built traditional organisational structures. Silos make us easy to forget that we’re all one team. Once you truly break the silos structure, you’re able to identify what’s more effective for your team as a whole. There won’t be any team-based identity crisis.

2. Cross-Functional Collaboration

Do you fear the bottlenecks before collaborating with members of the other team? Don’t worry, you’re not alone! A decrease in cross-functional collaboration is a symptom of silo syndrome. When your team is siloed, it’s difficult to work together to achieve your business revenue goals. You end up taking your own initiatives that might not be functional with the team. That’s where it’s important to fit an organisational’s holistic RevOps strategy into your business.

3. Information Hoarding

As your company grows, their go-to market functions become increasingly siloed based on roles. This leads to information hoarding among the teams and ultimately leads to friction in the customer journey. That’s where SaaS companies can break down silos with revenue operations strategy to make sure crucial data is important to everyone in the revenue team.

4. Misaligned Language

If your teams aren’t aligned with the organisation's goals, you’ll come to know about it. The language that flows within your teams speaks of lack of confidence in another team. That’s a sign of misaligned language within the team. When not knowing what the other teams are doing or what they do is shrugged off, silo syndrome has settled in. Misalignment is the reason behind frustration and makes everyone less effective. The only way out is to rally everyone around shared revenue goals. Pull your team to walk in the same direction by communicating a shared language across the company.

Concluding Note

Your business can’t transition overnight. Start small with changes that can be easily replicated. Progress from there. Most of the barriers to adapting RevOps in companies are based on mindset and assumptions. If you want to learn how to implement RevOps in your organisation with HubSpot’s Operation Hub and our industry experts, then TransFunnel, your go-to revenue operation consultant, is here to help you out.

Let’s eliminate the gap between the teams and align customer journey with RevOps!