THE NEW WAVE OF OPS
On the other side of the house, the business is also getting in on the operationalization fun. RevOps is helping to generate more revenue and profits by better managing, measuring, and monetizing revenue- generating assets. With a shift in operations and the explosion of tooling, there also comes a shuffling of roles in the org chart. Leaders of RevOps are going by expanded C-suite titles, like Chief Growth Officer, Chief Revenue Officer, or even Chief Customer Officer. All represent the dramatic shift in focus from distinct siloed areas, like Sales, Marketing, and Customer Success, to a broader scope representing the entire customer experience.
The companies that stay ahead of the curve in operationalizing their business will be the first to enjoy the advantages of full-scale automation, making better use of their data, and a continued customer emphasis.
How do you take your company into the new era of Ops? We have a few recommendations to get started:
Build the Right Framework. Before you can move to the cutting edge of the Ops trend, you have to get the basics down. Digital businesses must continue to strive to capture and use data more effectively to improve decision-making across the enterprise. Marketing Ops and DevOps are two common starting points for Ops adoption and maturity. Operationalize the Enterprise. With the right datasets integrated across systems in the organization, it’s time to align executive leadership on an Ops mindset. An enterprise-wide approach to Ops will take advantage of the lessons learned in earlier Ops-domain thinking. It’s much easier to accelerate the adoption of tools and processes when the organization aligns on the outcome – that is, to drive more compelling customer experiences and internal operational efficiencies. Think Outside the Ops Box. Ultimately, operationalization is more than just tacking the word “Ops” to what you already do. Instead, the Ops mindset is approaching activities with scaling and efficiency in mind. Doing so can drive value in functions you might not normally consider, like people, finance, and business operations. –– CLOSING THOUGHTS Ops has some trendiness behind its naming convention, but early adopters have realized the value. A solid indicator of the importance of these ops domains is the growing organizational alignment many companies are adopting around these newer Ops areas (e.g., Chief Revenue Officer, Chief Data Officer, Chief People Officer). The ops roles and responsibilities, alongside the corresponding tools and processes, will continue to mature, and we are excited to be part of the Ops evolution.
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–– PREPPING FOR THE THIRD WAVE
So, what’s next? Clearly the trend doesn’t stop here – “Wave 3” will be upon us before you know it. As the Ops train keeps rolling, we believe the next five to ten years will see the operationalization of every business and technology area. Scott Brinker of ChiefMarTech shared a model that we believe nicely represents the future of Ops.
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22 | The New Wave of Ops
MN Tech Mag | 23
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