Ask 10 people what RevOps is and you’ll get 11 different answers
Perhaps it’s a geography thing, but here in Australia, across our clients, large and small, very few of them have a person with ‘RevOps’ in their title. And when they do, it doesn’t seem like they have much authority – it seems more of a token role that the business seems to be testing. Up there with ‘Head of Special Projects’.
We’ve seen ‘revenue’ hit a few more titles over the past 5-10 years eg Chief Revenue Officer
Which is kinda strange in itself – it’s almost as if making money is seen as a new area to focus on – who knew?
Aside: shouldn’t it be ‘Chief Profit Officer’?
Always surprises me when businesses focus on revenue and not profit. It’s easy to drive revenue (just give me a big ads budget), but very difficult to be highly profitable.
Lots of high revenue companies go out of business…
RevOps isn’t the only barely understood term though – here’s a few more:
- Performance Marketing
- Account Based Marketing
- Demand Generation
I’ve seen small businesses proudly celebrate having a ‘Head of Demand Generation’.
As if ‘demand’ is something that can be ‘generated’ by a small business. Demand ‘gathering’ I could understand, but demand generation is something only a big brand can realistically create.
(I’ll refrain from suggesting that ‘Head of Profit Generation’ would be much better)
To be fair though, most of our terms these day are fluid.
Just think of a word like ‘strategy’ – there’s thousands of books written on what it is and how to ‘do it’. And we still don’t have consensus on what it means.
Perhaps it doesn’t matter though.
As long as you are a business making a decent profit, you can call it whatever you like.
