How do you break down responsibilities and KPIs between revenue operations and demand generation?

If we think about the revenue flow in terms of a funnel, demand generation would be at the top and revenue or bookings at the bottom. KPI definition should follow roles & responsibilities. Along each step of the funnel, it is critical to first define: - Which function owns that step? - What are the activities and expectations for that step? - What a good handoff looks like to the function owning the following step? After those questions are answered, defining KPIs and targets becomes natural ...Read More

RevOps & Demand Gen teams work together closely, but have unique KPIs to drive company growth. RevOps focuses on aligning sales, marketing, and customer success teams to drive revenue growth and operational efficiency, while Demand Gen teams concentrate on creating awareness and interest in a company's products / services, focusing on the top of the funnel activities. For RevOps, some of the core KPIs would be revenue growth; ASPs; Sales Cycle; Customer Acquisition Cost; Churn. For Demand Ge ...Read More

It should be a very close partnership, and the best revenue operations leaders have experience in demand generation or are deeply familiar with the KPIs, tactics, and levers to pull. The clearest line I can draw is that RevOps isn't necessarily responsible for execution, but the middle of the Venn diagram here includes tactical strategy, recommendations on campaign/Marketing decisions, and even Marketing resource allocation. For example, I have a deep background in paid media and top-of-funnel a ...Read More

This is a good question and I don't think there's a single "right" answer to it. The most important thing is that you agree about how you will divide the work up so there's no confusion. At Intercom and LinkedIn, these two teams have different expertise. The DG team knows about marketing - what kind of campaigns to run, messaging, SEM, SEO/AEO strategies, content creation, etc. The RevOps team knows how to provide data and tools (Marketo, LeanData, 6Sense, etc.) to execute the campaigns, score a ...Read More

Typically, responsibilities for these teams are aligned to where they fall in the customer funnel. Demand Gen tends to focus on the top of funnel metrics, processes and reporting while other rev ops teams fall further down funnel. For example, Demand Gen could measure leads while rev ops teams could be looking at things like opportunity conversion, ASP and then even further down funnel, retention. When building your team charter, it will be important to clarify roles and responsibilities to avoi ...Read More

In my perspective, Rev Ops is an overarching framework that covers the entire sales cycle, encompassing everything from lead generation to customer retention and expansion. Within this framework, Demand Generation is a critical component, specifically focused on the top of the funnel activities. In my view, it's essential to see Demand Generation not as a separate entity but as an integral part of the RevOps strategy, ensuring alignment in objectives and metrics. Revenue Operations (RevOps) Resp ...Read More