How can RevOps play a more central role in bridging the gap between Marketing and Sales?

RevOps can play a pivotal role in bridging the gap between Marketing and Sales by implementing several actions:

1. Calling out Misalignment: RevOps is uniquely positioned to spot and address areas of misalignment as they have visibility across the entire funnel. For example, if Marketing is launching a new campaign, RevOps can ensure that Sales is not only aware but also prepared to leverage it effectively.

2. Participation in Leadership Meetings: By joining the operational rhythms of both Sales and Marketing leadership, RevOps can offer a neutral perspective that helps unify decisions and strategies. This involvement ensures that inconsistencies between the two departments are addressed quickly.

3. Creating Shared Performance Views: RevOps should facilitate the creation of unified dashboards or reports that highlight what’s working and what’s not. By providing commentary and insights on performance, they help both teams align their efforts with the overall go-to-market strategy.

4. Standardizing Tooling: Ensuring that both Sales and Marketing use the same tools and data sources is essential for consistency. RevOps should oversee the implementation and integration of these tools, promoting a common language and approach across all go-to-market activities.

5. Cross-Team Sharing of Resources: When RevOps introduces new tools or processes for one team, sharing these resources across departments can be beneficial. For instance, Marketing might gain new insights from Sales enablement tools and strategies

6. Feedback Loops: Establishing regular feedback loops where Sales and Marketing can provide input on each other’s initiatives can further enhance collaboration. At Zapier, we host a weekly Sales<>Marketing leadership alignment meeting.

RevOps not only strengthens the partnership between Marketing and Sales but also ensures that both departments are more aligned and effective in their operations.