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Sommaire
Points essentiels
- L’enquête de Deloitte de l’été 2024 couvre 650 cadres commerciaux B2B dans 13 secteurs et examine les défis commerciaux ainsi que la réflexion stratégique de mise sur le marché.
- Les opérations de revenus alignent les ventes, le marketing, la réussite client et, de plus en plus, la finance afin d’orchestrer l’expérience client de bout en bout et d’améliorer la croissance et l’efficacité.
- Les principaux points de douleur signalés incluent l’adaptation aux nouveaux canaux et marchés numériques, les lacunes en matière d’aide à la vente, la planification fondée sur les données, ainsi que la précision interfonctionnelle du pipeline et des prévisions.
- Les entreprises dotées de fonctions d’opérations de revenus matures ont 1.4× plus de chances de dépasser leurs objectifs de revenus de 10 % ou plus.
- Les organisations disposant de RevOps établies signalent une efficacité plus forte en matière d’apprentissage et d’habilitation, de gestion des données, de gestion des leads, ainsi que de performance et de planification, avec l’écart le plus important à 53 % contre 25 %.
- Les entreprises dotées d’un RevOps robuste ont 1.4× plus de chances de lancer de nouveaux canaux, 1.9× plus de chances d’investir dans de nouveaux outils, et 2.2× plus de chances de lancer de nouveaux produits ou services.
- Les équipes de premier ordre effectuent des ajustements trimestriels ou mensuels des quotas et des territoires, appuyés par des analyses en temps réel, des boucles de rétroaction continues, des flux de travail adaptables et une communication interfonctionnelle.
In summer 2024, Deloitte distributed a market survey across 650 B2B sales executives in 13 different industries, with the intent on capturing what their challenges were and how they're thinking about their go to market strategies.
I was recently lucky enough to be joined by Zachary Faithful, Senior Manager, Sales Performance Management, Deloitte, for a conversation based around that research.
Below is a summary of that conversation.
Why is revenue operations so important today?
RevOps is the operating system that orchestrates the end-to-end customer experience. It aligns sales, marketing, customer success, and, increasingly, finance to drive revenue growth and operational efficiency across the entire revenue lifecycle.
But today, revenue leaders are being asked to stoke growth with fewer resources, and amid developing pressures. The top pain points seen in Deloitte’s data included:
- Adapting to new digital channels and strategic markets
- Attracting and retaining sales talent (sales-enablement gaps)
- Data-driven planning—capacity, territory design, equitable quotas
- Measuring pipeline and forecast accuracy across functions
Layer on existing problems like data-quality issues, disconnected tech stacks, and segmentation mismatches, and it’s overwhelming. Organizations with established RevOps functions consistently outperformed, reporting higher quota attainment and lower rep attrition.
But companies with mature revenue operations functions were 1.4× more likely to exceed revenue goals by 10% or more.
They rated themselves far more effective at:
- Learning & enablement (47% vs 31 %)
- Data management (47% vs 31%)
- Lead management (44% vs 31 %)
- Performance & planning (53% vs 25%)
The research also showed that ‘aligned’ functions perform better and therefore earn more investment. Firms with robust RevOps were:
- 1.4× more likely to launch new channels
- 1.9× more likely to invest in new tools
- 2.2× more likely to launch new products/services
- 1.4× more likely to run formal talent-upskilling programs
So the benefits are clear - but how do you achieve them?
What sets the best firms apart?
First, planning needs to be more dynamic - not just annual. We’re seeing quarterly or even monthly adjustments to quotas and territories. Annual planning sets the foundation, but firms must pivot mid-year.
According to the Deloitte, best-in-class teams:
- Use real-time analytics post-planning
- Keep processes flexible and workflows adaptable
- Maintain continuous feedback loops
- Enforce rigorous cross-functional communication when making in-year changes
Revenue operations is also taking a bigger role in decision-making. It increasingly connects with finance and HR through integrated-business-planning (IBP) tools like Pigment. Bridging sales forecasts with finance budgets and HR head-count planning prevents disconnects like finance rejecting a sales hiring request that’s critical for revenue.
To support this decision-making role, scenario modeling should be a focus for every revenue operations team today. There are always a thousand different strategies you can pursue, but scenario modeling is the way you can evaluate each of them and make more informed decisions.
Next steps
Read Deloitte’s research here.
Or, watch the full webinar on demand here.
