December 20, 2021

Written by

Collective[i] Team

  • Posted in
  • Revenue Operations
  • Revenue Operations Team Structure

Revenue operations hierarchy

Outlining the revenue operations hierarchy is something that companies should do to clarify the power structure of the RevOps team and other internal departments. The primary focus of revenue operations (RevOps) is to drive revenue by aligning all revenue-impacting departments through processes, shared goals, and technology that improve efficiency. That means the RevOps team needs an eagle-eye view of each department’s operations to successfully fulfill its revenue operations responsibilities.

But just because revenue operations collects data on a company’s revenue-impacting departments and makes the calls about their strategy doesn’t mean it’s in charge of those departments.

To start unpacking who reports to whom in a revenue operations team structure, read on.

Typical revenue operations team structure

A RevOps team is responsible for four areas: operations management, sales enablement, analysis and insights, and operations technology. This “team” may be a party of one, depending on the size and budget of the company; it also may start small and grow as it becomes more successful.

Many companies start their revenue operations department by hiring or promoting someone to be a RevOps manager or vice president of revenue operations. This person then oversees and supports leaders in revenue-impacting departments, guiding revenue operations strategy and processes and encouraging information sharing.

One foundational necessity for the success of revenue operations is centralizing and analyzing performance data. That’s why a revenue operations analyst or specialist is a valuable part of the RevOps team structure. The analyst focuses on the quality of incoming data as well as what can be learned from it. For example, analysts uncover real-time information about customer behavior, which helps to drive a sale, or sales forecasts that predict revenue so business leaders can make informed decisions about next steps. Having a skilled data analyst on the RevOps team is a major asset, and intelligent sales enablement platforms support that person in driving better results.

Even when a RevOps team structure is newly formed and small, it can still develop and implement effective strategies and insights that grow revenue if it has access to an intelligent SaaS platform for advanced data analysis. Collective[i]’s massive network of data includes third-party buyer behavior and market data, and its deep learning capabilities analyze that data to drive insights that could never be processed by a human mind at the same speed, or with the same perspective on historical patterns from across industries and eras.

As revenue operations achieve wins in revenue growth, the company’s leadership’s faith in the value of revenue operations will likely grow, which in turn will grow the investment in the RevOps department. This means bringing on more revenue operations analysts and strategists to help the company take more extensive action on data. RevOps jobs will also include more revenue operations specialists and associates to oversee the quality and usefulness of data that comes in from various departments.

Who does revenue operations report to?

The head of revenue operations often reports directly to the chief financial officer (CFO) or chief revenue officer (CRO). That’s because revenue-impacting departments — sales, marketing, and customer success — also report to this executive.

Some companies put the head of revenue operations on equal footing with the heads of sales, marketing, and customer success, with all departments continuing to report to the CFO or CRO. Others may ask each department to report primarily to revenue operations, while still including each individual department in strategy sessions.

Making a revenue operations org chart

A revenue operations org chart can help companies figure out how revenue operations fits in with other departments. These visual maps document the hierarchy of each department and illustrate the channels of collaboration and reporting that connect previously siloed teams. To make a revenue operations org chart, start at the top with the leadership of each department. What does each team need from the others, and where are resources coming from? Work your way down through the hierarchy. This exercise reveals not just who should report to whom but also where processes can be improved and efficiencies achieved.

Communicate across the RevOps hierarchy

Revenue operations involves information sharing, driving actionable insights from data, sales enablement, and operations optimization. The same can be said of Collective[i]. We help businesses drive more revenue through data-backed insights that help sellers and other revenue-impacting departments perform better. Explore Collective[i].

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