How to Build a Revenue Operations Software Stack for a B2B Business

Last updated on Thursday, August 17, 2023

Today’s B2B companies must have a well-oiled revenue operations system in place – and software is essential for that. Revenue operations (RevOps) is a holistic approach to sales, marketing, and customer success that aims to maximize revenue generation and drive business growth. The right software stack must be able to handle all of these functions.

In this guide, we’ll explore the key components of a revenue operations software stack, how to solve the integration problem, and key metrics to track the use of these solutions.

Related article: Revenue Operations vs. Sales Operations: Key Differences

The Role of the Software Stack in Revenue Operations for Companies

An effective revenue operations strategy involves multiple teams, systems, and processes working together seamlessly to drive revenue growth. A well-designed RevOps software stack can streamline these processes, automate repetitive tasks, and provide valuable insights into customer behavior and sales performance.

    • Marketing automation software can help with lead generation and nurturing.
    • Sales enablement software can assist with sales prospecting and deal management.
    • Customer relationship management (CRM) software can provide a centralized database for customer data.
    • Business intelligence (BI) software can help with data analysis and forecasting.
    • Accounting and invoicing software can simplify the billing process and provide real-time financial insights.

Here at revVana, we are experts at streamlining your RevOps strategy, learn more about how we can help you succeed and book a demo today.

Related article: 3 Steps to Structure Your Revenue Team for Success

5 Key Components of Revenue Operations Software Stack

A good RevOps typically will include five key components, all of which should be fully integrated with each other to ensure that they work together in harmony.

Marketing Automation Software

Some common examples include:

    • HubSpot Marketing Hub
    • Marketo Engage
    • Pardot by Salesforce

These software solutions help with lead generation, lead nurturing, email marketing, social media marketing, campaign management, and analytics. Some are suitable for small businesses with a limited budget, while others are designed for larger enterprises with more complex marketing needs.

Sales Enablement Software

Some common examples include:

    • Seismic
    • Highspot
    • Showpad

These software solutions help sales teams improve productivity, efficiency, and effectiveness. Some of the common features include content management, sales collateral creation, sales training and coaching, sales analytics and reporting, and integration with other sales tools, such as CRM and marketing automation software.

Customer Relationship Management (CRM) Software

Some common examples include:

    • Salesforce CRM
    • HubSpot CRM
    • Zoho CRM

These software solutions help businesses manage their customer interactions, sales pipeline, and customer data. Some of the common features include contact management, lead management, sales forecasting, sales reporting, and integration with other sales and marketing tools, such as marketing automation software and sales enablement software.

Business Intelligence (BI) Software

Some common examples include:

    • Tableau
    • Microsoft Power BI
    • QlikView

These software solutions offer a range of features to help businesses analyze and visualize their data, and gain insights into their performance and trends. Some of the common features include data visualization, data discovery, data modeling, data analysis, and reporting.

Additionally, some BI software solutions offer machine learning (ML) and artificial intelligence (AI) capabilities to help with predictive analytics and data-driven decision-making.

Accounting and Invoicing Software

Some common examples include:

    • QuickBooks
    • Xero
    • FreshBooks

As a quick summary, these software solutions help businesses manage:

    • Financial transactions
    • Invoicing
    • Payment processing
    • Expense tracking
    • Financial reporting

Some of the common features include:

    • Automated billing
    • Recurring payments
    • Payment reminders
    • Integration with other financial tools, such as payment gateways, banks, and tax software

The Importance of Integrating Revenue Operations Teams (and Not Just Your Software)

It’s an important first step to build a great software stack and integrate these solutions together. But if your teams aren’t integrated as well, this step alone won’t be enough to help your company.

Many companies struggle with siloed or disconnected departments that don’t share data, leading to miscommunication and blame during revenue strategy meetings. Revenue operations (RevOps) teams aim to solve this problem by using technology to promote a single, unified source of data and processes.

One such technology is revenue forecasting software, such as revVana, which integrates with your CRM – including Salesforce revenue operations – and offers sales bookings management, RevOps automation tools, and multi-scenario planning. RevVana is a revenue operations solutions provider that provides a single dashboard with a suite of tools that makes it easier to share unified data. Book a demo to learn more about how our software can improve your revenue forecasting.

Related article: The Optimal Sales Operations Organizational Structure and Why RevOps Must Play a Role

Key Metrics Companies Can Track With a RevOps Solutions Provider

Revenue operations service providers, such as revVana, can help you track critical revenue operations metrics data gathered by your software stack. They go beyond typical sales operations analytics offered by typical sales ops software, offering metrics like:

    • Annual Recurring Revenue (ARR) — Revenue generated each year from recurring transactions or contracts.
    • Revenue Growth — Your business’s ability to generate revenue and determine if the growth is sustainable.
    • Customer Acquisition Cost — The cost of attracting new customers, including advertising expenses, promotional projects, and other costs.
    • Revenue Yield — Total income you receive from a single source, whether it’s from a single customer or a group of customers who support a particular product or service.
    • Churn Rate — The number of customers who have discontinued their business with you during a specific period, indicating potential revenue loss.
    • Renewal Rate — The percentage of customers who renew their services with your company, which can indicate customer satisfaction and retention strategy effectiveness.
    • Revenue Backlog — The contracted revenue that your business has yet to collect, indicating if you’re generating enough revenue to achieve your goals.
    • Forecast Accuracy — The accuracy of your business’s ability to predict short- and long-term sales, helping you evaluate sales performance and revenue potential.

Related article: Bookings vs. Revenue: Top Mistakes Companies Make When Tracking This Metric

Build a Revenue Operations Strategy for Your Business

A revenue operations software stack will go a long way toward improving your business, but your organization will need a revenue operations strategy to truly get the most out of it. By building a strategy from the ground up with revenue operations for your company, you will ensure that every department is focused on the most important things – the things that drive revenue – at all times.

To learn more about how to get started with your company’s revenue operations strategy, read our guide:

Learn How to Build a Revenue Operations Strategy That Will Grow Your Company

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