Scaling to $100M: Why RevOps is Crucial
Reaching $100 million in revenue is an aspiration for many kiwi businesses, but the road to this significant milestone is fraught with challenges. Misaligned teams, bloated processes, siloed data and ineffective systems can slow even the most promising ventures. This is where Revenue Operations (RevOps) becomes essential. By strategically aligning go-to-market (GTM) functions and enabling data-driven decisions, RevOps equips businesses with the framework needed to scale both effectively and (even more important) profitably.
What is RevOps?
At its core, RevOps bridges the gap between sales, marketing and customer success teams. Instead of these functions operating in silos, RevOps fosters cohesion and enables seamless collaboration. The result? Unified strategies, improved lead generation, higher conversion rates and enhanced customer retention. In simple terms, it helps businesses make more money by improving how teams share information, manage processes and serve customers. But its true magic lies in its ability to create data clarity and operational alignment, offering a clear path forward for businesses with ambitious growth targets.
A well-constructed RevOps team will deliver tangible, measurable results. These include boosting lead volume, improving conversion rates throughout the funnel, accelerating buyer journeys and reducing both customer acquisition costs and churn. At its core, RevOps is about driving predictable growth and profitability.
Why Scaling Companies Need RevOps Early
The best time to implement RevOps is “yesterday.” Companies that wait until they hit $10 million ARR to introduce RevOps often find themselves mired in inefficiency. Early adoption—ideally around the $2 million ARR mark—ensures that processes, systems and data flows are optimised before inefficiencies become entrenched.
Scaling successfully isn’t just about adding revenue - it’s about doing so efficiently. RevOps plays a critical role by helping businesses avoid overextending their resources. It enables leaders to:
Forecast Revenue Accurately – Allowing teams to allocate resources strategically.
Enhance Team Performance – Boosting quota attainment and reducing ramp-up time for new hires.
Optimise Customer Journeys – Decreasing churn and increasing lifetime value.
Streamline Costs – Focusing investments where they drive maximum ROI.
The Anatomy of a High-Performance RevOps Function
Creating an effective RevOps function involves more than just hiring a few generalists. It requires strategic intent and structural foresight. Here are the key elements:
Early Formation:
Start building your RevOps foundation during your first growth stages. Even if resources are limited, initial investment in RevOps prevents costly missteps later.Specialised Expertise:
A solid RevOps team comprises experts in marketing, sales and customer success operations. Their knowledge ensures that no aspect of the revenue pipeline is overlooked. Early stage companies often rely on fractional resources to fill expertise gaps.Centralised Decision-Making:
RevOps specialists should report to a central leader—whether that’s a CMO, CRO, CFO, Chief GTM Officer, CCO or equivalent - or a founder in the early days. This leader ensures alignment across all GTM functions and helps drive strategic initiatives.Proactive, Data-Driven Culture:
High-performing RevOps teams don’t wait for problems; they leverage data to anticipate and mitigate challenges. By acting as an early warning system, they safeguard against inefficiencies that could derail growth.
Be sure to consider how to create this function while ensuring budget efficiency. When in the early stages, hire generalists to build a team of versatile professionals capable of handling a wide variety of RevOps tasks. Leverage expert resources and trusted external partners when needed. And, explore adopting a hybrid model by combining an in-house core team with external specialists, offering a balance of strategic control and expert execution.
The key takeaway? Scaling efficiently requires intention and structure. RevOps doesn’t just support growth—it propels it. By investing in a strategic RevOps function early, scaling companies will unlock their full potential and build a foundation for long-term success.
