If you’re running a SaaS business, you know how critical it is to keep revenue flowing while managing the delicate balance between acquiring new customers, supporting existing ones, and driving upsells. That’s where Revenue Operations, or RevOps, comes in.
Think of it as the glue that binds sales, marketing, and customer success, ensuring everyone’s working together toward one goal: maximizing revenue growth.
However, implementing an effective RevOps strategy can be tricky. There are do’s and don’ts of SaaS RevOps that can make all the difference in whether your RevOps approach drives growth or stalls it.
Let’s dive into those key practices that work—and those common missteps to avoid.
What is SaaS Revenue Operations (RevOps)?
At its core, RevOps is about aligning the revenue-generating functions in your company—sales, marketing, and customer success—around shared data, goals, and processes.
A robust RevOps team helps break down silos, allowing each team to work together instead of competing.
In fact, according to a Forrester report, companies with strong RevOps functions can achieve 19% faster growth and 15% more profitability.
For SaaS businesses, where customer lifetime value (CLTV) and churn rates are top priorities, RevOps is a must.
When implemented well, RevOps can reduce customer acquisition costs (CAC), boost retention rates, and, ultimately, supercharge growth.
But not every strategy will get you there—some actions can lead to powerful, positive change, while others can backfire.
Do’s of SaaS RevOps
Let’s start with the best practices.
Here’s what successful SaaS companies do to make their RevOps shine.
1. Do Align Teams with a Single Revenue Goal
When sales, marketing, and customer success each have their own metrics and KPIs, things can get messy. It’s like having a rowing team where each person paddles in a different direction! Instead, unite these teams around a shared revenue goal that everyone can contribute to.
One way to do this is by implementing an Objectives and Key Results (OKRs) framework. OKRs create clear, trackable goals, giving each team a defined role in achieving them.
For example, sales might focus on conversion rates, marketing on lead generation, and customer success on reducing churn—all of which directly impact the revenue target.
#TCCRecommends: Find the RevOps KPIs for B2B SaaS
2. Do Implement a Data-Driven Culture
In SaaS RevOps, data isn’t just a tool—it’s the lifeblood. But surprisingly, 77% of companies face quality issues in their data, and 13% have low trust in data quality (Great Expectations).
To succeed, encourage a data-driven culture where decisions are made based on actual numbers rather than gut feelings.
Make sure your teams track crucial SaaS metrics like average revenue per user (ARPU), customer churn rate, and customer acquisition cost (CAC).
Tools like HubSpot, Salesforce, or Looker can be invaluable for centralizing and analyzing your data.
The goal? Get everyone comfortable with diving into data to drive decisions and identify trends early.
#TCCRecommends: Essential SaaS Growth Metrics
3. Do Prioritize Customer Experience at Every Stage
Customer experience (CX) should be at the heart of your RevOps strategy, especially in SaaS, where long-term growth often depends on customer retention.
A survey by PwC found that 32% of customers would leave a brand they love after just one bad experience. That’s a lot of potential revenue walking out the door!
Integrate CX goals into every department. Marketing can set expectations that sales and customer success teams can then fulfill. This approach ensures a smoother customer journey and, ultimately, happier customers who are more likely to renew or upgrade their plans.
4. Do Invest in the Right Technology Stack
You need the right tools to streamline RevOps, but it’s easy to get overwhelmed by the options. Your stack doesn’t need to be huge—it needs to be smart.
Essential tools include a CRM for sales, a marketing automation platform, and an analytics tool for tracking revenue metrics. If these systems talk to each other, even better.
For SaaS companies, specific platforms like Gainsight for customer success or Gong for sales analytics can bring insights that traditional CRMs may miss.
Just make sure your tools integrate well so that data flows smoothly between them without needing manual workarounds.
#TCCRecommends: Must Have Tech for RevOps
Don’ts of SaaS RevOps
Now, let’s talk about the common pitfalls.
These “don’ts” often trip up SaaS companies, so steer clear if you want your RevOps strategy to succeed.
1. Don’t Operate in Silos
Siloed teams can kill a RevOps strategy faster than anything else. When sales, marketing, and customer success operate in isolation, they often create conflicting strategies, duplicate efforts, and frustrate customers with inconsistent messaging.
Instead, bring your teams together regularly. Monthly or quarterly RevOps meetings where everyone reviews performance and shares insights can help keep everyone aligned.
Think of these sessions as a huddle for your revenue engine, ensuring everyone’s moving in the same direction.
#TCCRecommends: Conduct QBRs to get a better understanding of your business performance
2. Don’t Rely on Outdated or Inaccurate Data
Bad data is like driving with a foggy windshield—you can barely see where you’re going. In a SaaS environment, where decisions happen fast, relying on outdated data can lead to big missteps.
For instance, if your customer success team doesn’t have accurate customer health scores, they might miss opportunities to save accounts at risk of churning.
Make data validation and cleaning a regular part of your RevOps routine. This includes deduping customer records, updating contact details, and verifying any manually entered information. Not only will this improve decision-making, but it’ll also boost efficiency across teams.
3. Don’t Ignore Customer Feedback Loops
SaaS companies that skip customer feedback are missing out on gold. Customer insights can reveal which features they value, where they struggle, and what would make them more likely to stay. Yet, in the rush of chasing new leads, feedback from existing customers often gets ignored.
To avoid this, set up regular customer feedback loops. This could be as simple as monthly check-in calls or quarterly surveys.
Use tools like SurveyMonkey or NPS surveys to gather actionable insights, and make sure this data reaches all teams so everyone can act on it.
4. Don’t Underestimate the Importance of Training and Development
RevOps is constantly evolving, and so should your team. Without ongoing training, your team may fall behind on the latest trends, tools, or strategies. This is especially true in SaaS, where tools and best practices are always shifting.
Offer regular training sessions, whether it’s onboarding for new software or workshops on data analysis. Encourage your teams to stay curious and share their learnings.
Investing in your team’s growth will pay off in more efficient RevOps processes and better performance overall.
How Hiring a RevOps Consultant Can Help SaaS Brands Strike the Right Balance
If all this sounds overwhelming, don’t worry—you don’t have to go it alone. Hiring a RevOps consultant can be a game-changer for SaaS brands.
These specialists can offer an external perspective, help optimize processes, and bring fresh insights to your team.
Here’s how a RevOps consultant could be your secret weapon:
Why Consider a RevOps Consultant?
RevOps consultants have deep experience in aligning sales, marketing, and customer success. They’ve seen it all, so they can quickly identify inefficiencies or misalignments that might take an internal team months to spot.
They can also help you design a roadmap to streamline operations without compromising on growth.
Key Benefits of a RevOps Consultant
- Customized Strategy and Optimization: A consultant can assess your company’s specific needs and create a strategy that works for you. For example, if customer retention is a problem, they might help implement a retention-focused RevOps strategy that spans marketing through customer success.
- Advanced Tech Stack Knowledge: RevOps consultants know the ins and outs of SaaS tools, saving you time and money. They’ll help you choose a tech stack that meets your needs and ensure it’s set up correctly from the start.
- Data-Driven Insights and Best Practices: Consultants bring tried-and-true best practices and know how to pull actionable insights from data. They’ll also help set up data systems so you have better insights into your metrics.
- Improved Scalability and Growth: A good RevOps consultant will help you lay the groundwork for scalable growth, so as your business expands, your RevOps systems can handle the load without breaking down.
Choosing the Right Consultant for Your SaaS Brand
When selecting a consultant, look for experience in SaaS and RevOps tech followed by going through our list of do’s and don’ts of SaaS RevOps.
Ask questions like, “How would you approach improving customer retention?” or “What are some successful RevOps strategies you’ve implemented before?”
Find someone who’s a good fit for your goals and has a strong track record with similar clients.
Conclusion
RevOps can be a huge advantage for SaaS brands when done right.
By aligning your teams, embracing a data-driven culture, and prioritizing the customer experience, you set the foundation for sustainable revenue growth.
But the journey requires care and precision. Avoiding common pitfalls like siloed teams, bad data, and lack of training will keep your RevOps strategy on track.
And remember, you don’t have to do it all alone. A RevOps consultant can help you navigate this landscape and design a strategy that’s tailored to your business.
So, take a look at your current RevOps setup and consider where you might benefit from expert guidance. With the right approach, your SaaS brand can unlock new levels of efficiency, profitability, and growth.