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The revenue operations maturity lifecycle outlines the stages of development that a company goes through as it builds its revenue operations function.
1:: Reactive and Fragmented
At this stage, the company does not have a dedicated sales or revenue operations function. Applications, data, and processes are managed by different teams without cohesion. There is a lack of standardization and consistency, and data is stored in different systems, making it difficult to access and analyze. The business is usually focused on immediate revenue, and operations is managed as a secondary job. There is little data available for planning and it is difficult to get a good view on the health of the business.
2:: Developing Alignment
There is a need for an integrated approach to revenue management. The company establishes a sales operations function, but it is still in the early stages of development. The focus is on data alignment, visibility, forecasting, pipeline visibility, and establishing common metrics. Data is inefficiently shared, but is often outdated and missing critical information.
3:: Mature and Integrated
The revenue operations function is well-established, and the company has a clear view of its sales, success, and marketing operations. The company has refined their processes, data is organized and accessible, and they are using analytics to identify issues and trends. The revenue operations team works closely with the rest of the company to monitor hiring, pipeline, customers, retention, and growth.
4:: Strategic
Revenue operations provides data to drive decision-making across the company and is focused on identifying problems and areas with potential for growth. Everyone has a deep understanding of their customers’ needs and market trends. Revenue operations is now providing strategic guidance and impactful feedback on the business.
