The Unsung Heroes of Revenue: Why RevOps is More Than Just a Trend

#Looking Past the Hype

It seems like every other week there's a new blog, a new tool, or a new company promising to transform your business with AI. But what about the people behind it all? At Narratic Labs, we’re undeniably excited about the potential of AI, but we know that technology is only as good as the people using it – a fool with a tool is still a fool.

We've completed well over 50 interviews with RevOps experts over the past few months and it's been one of the most insightful experiences I've had in my professional career. Many competitors folded, with some even blaming the role. But we view things differently: All of the conversations and working with the first batches of customers just added to our conviction. That's why we want to take a moment to appreciate and highlight the unsung heroes of revenue: the RevOps professionals.

We see you. You’re the ones who are often behind the scenes, tackling the daily challenges of fragmented data, manual processes, and missed opportunities. You’re the ones who get bogged down by constant searching for information and being stuck with systems (and people!) that don't talk to each other.

#Naming Things vs. Driving Results

The term “RevOps” took off in late 2021. As with every hype, inevitable disappointment came crashing down: As it turned out, all the problems companies accumulated over the years could not be solved overnight by just printing a new name badge.

In attempting to correct for that mistake, some responded with blaming it on people (sigh) rather than looking at the root causes. To correct the symptom, there have been numerous attempts to reframe the role and give it new names. And round and round we go in circles, leaving whoever takes the sandwich position to deal with the daily drama that is taking place in organizations as we speak.

No matter what the current fashion is, here is how we see it: If the above reminds you of what you do, you are the key to unlocking the full potential of any revenue team, and your role is far more than just a trend. Revenue Operations a critical function that connects high-level strategies with the daily tasks of marketing, sales, customer success, and even product and finance.

#All Firms Have the Function, Few Invest in the Role

Why is this role so important? Because when done well, RevOps ensures that all the pieces of the revenue puzzle fit together seamlessly. You are the ones who can:

• Connect the dots between strategy and execution, ensuring that everyone is aligned and working towards the same goals.
• Streamline workflows by eliminating manual tasks and automating processes, freeing up valuable time for teams to focus on high-value activities.
• Improve data quality and accessibility, providing a clear and objective view of the sales process.
• Implement and optimize sales methodologies, helping teams to win more deals and improve overall performance.
• Enable better decision-making by providing insights from sales data and communications that might be missed by the human eye.

This is not about just implementing new tools. It’s about creating a system where every team has the information it needs to make the best decisions, every step of the way. It’s about empowering individuals on the customer front to stay in the flow, always knowing the next best action, and having confidence in prioritizing their most valuable resources: Time and attention.

#Full View

What’s more, RevOps professionals are among the only ones within a company that are tasked with taking a big-picture perspective, something CEOs and sometimes CROs get to claim. As Nicholas Reid, RevOps Lead at Customer Alliance and one of our first supporters writes:

“True RevOps needs to own the whole customer lifecycle — including onboarding, retention, expansion — to maximise customer lifetime value. It's not just about getting the customer in the door; it's about keeping them and growing their value.”

We know that dealing with multiple subjects puts high demands at the person in charge; it’s all too easy to hide behind broken processes, poor data, lack of budget, or uncooperative colleagues. While we acknowledge that the level of determination varies, the vast majority of people we’ve spoken to was fully invested in the success of their companies – across all departments.

#Doubling Down on RevOps

We know the struggles all too well and we’ve seen first-hand the challenges that revenue leaders face. That’s why at Narratic AI, we decided to empowering RevOps teams with a tool that acts as an artificial intern, except that it’s a special one: It integrates with your CRM systems and communication channels to provide you with the answers within a matter of seconds to minutes that would otherwise take hours or even weeks to complete and, at worst, never get done.

We've built a product for the nerdiest people in sales without it being nerdy (hopefully); the ones who understand that the devil is in the details and the ones who can appreciate when major rocks are removed from their plate. We aim to help you leverage the power of your data, not bog you down with it. Our goal is to give you the insights you need to keep your house in order, improve processes and drive revenue, so you can focus on strategy and impact, and not the mundane.

We are truly excited about the impact that you can have on your companies and we cannot wait to be working with more of you. You are real game-changers, and we are happy to provide the tools to help you along the way.

So, here's to the RevOps professionals – the data gurus, the process architects, and the secret weapons of the modern revenue team. We appreciate the important work you do.