The revenue operations role in 2024

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<section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-11-19">19 November 2024</time> <span class="reading-time">5 min read</span> </section> <h1 class="post-full-title">The revenue operations role in 2024</h1> <section class="post-full-meta"> <a href="/tag/revenue-operations/">Revenue operations</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/rebecca-stewart/"> <img class="author-profile-image" src="/content/images/size/w300/2024/01/Untitled-design--3--1.png" alt="Rebecca Stewart" /> <section class="author-card-content"> <h4 class="author-card-name">Rebecca Stewart</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/11/The-revenue-operations-role-in-2024.png);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>In our latest <a href="https://www.revenueoperationsalliance.com/state-of-revenue-operations-report-2024/" rel="noreferrer">State of Revenue Operations</a> report we explored the role of revenue operations in 2024. From RevOps backgrounds to their responsibilities, and time-wasting tasks to measuring success, we've compiled those findings to take a look at key trends in this article. </p><p>Skip ahead to: </p><ul><li>Before RevOps</li><li>Responsibilities</li><li>Time wasters</li><li>Measures of success</li><li>Top skills </li></ul><h2 id="before-revops"><strong>Before RevOps</strong></h2><p>Let’s start by discussing how long RevOps pros have worked in the field. A quarter <strong>(25.58%) </strong>have been in RevOps for one to two years, <strong>28.68%</strong> for three to five years, and <strong>26.36%</strong> for five to nine years. Less than a fifth <strong>(19.38%)</strong> have worked in RevOps for over 10 years.</p><p>Before their time in RevOps, the majority <strong>(31.01%)</strong> of our community spent five to nine years in another role. And <strong>29.46%</strong> spend over 10 years in a previous role, leaving <strong>39.53%</strong> with less than five years experience before taking their RevOps role.</p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.08.20-AM.png" class="kg-image" alt="" loading="lazy" width="535" height="217"></figure><p></p><p>So what roles lend themselves to switching to revenue operations?  </p><p>Well, a whopping<strong> 45.74%</strong> of respondents worked in <a href="https://www.revenueoperationsalliance.com/revenue-operations-vs-sales-operations-whats-the-difference/" rel="noreferrer">Sales Operations</a> prior to their roles in RevOps, this makes sense as many organizations have transitioned sales ops to RevOps in recent years. </p><p>This is followed by Sales roles at <strong>13.96%</strong>, and general ‘Operations’ roles <strong>(12.4%)</strong>.</p><p>Our community also report working in these areas before starting their RevOps career:</p><ul><li>Chief of Staff </li><li>Customer success</li><li>Executive Assistant</li><li>Finance</li><li>Governance</li><li>Instructional Design</li><li>Marketing</li><li><a href="https://www.revenueoperationsalliance.com/what-is-marketing-operations/" rel="noreferrer">Marketing operations</a></li><li>Product</li><li>Project management</li><li>Sales/Revenue Enablement</li><li>Strategy</li><li>Technology</li><li>Web Developer</li></ul><p>Making it clear – while sales ops is the most common route into RevOps there are plenty of <a href="https://www.revenueoperationsalliance.com/exploring-the-revenue-operations-career-path/" rel="noreferrer">career paths</a> outside of this norm. </p><h2 id="responsibilities"><strong>Responsibilities</strong></h2><p>Next, we explored which responsibilities were most common in the RevOps role, as this often varies from organization to organization.</p><p>The most common revenue operations responsibility is <a href="https://www.revenueoperationsalliance.com/revenue-operations-metrics-and-kpis/" rel="noreferrer">metrics and KPIs</a> with a huge <strong>92.25%</strong> of our respondents saying that’s a main part of their role. This is followed by pipeline strategy <strong>(78.29%)</strong> and tech stack management <strong>(76.74%)</strong>.</p><p>In contrast, recruiting and hiring was the least common responsibility with under a quarter <strong>(23.26%)</strong> of pros saying this is part of their role. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.09.16-AM.png" class="kg-image" alt="" loading="lazy" width="741" height="249" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.09.16-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.09.16-AM.png 741w" sizes="(min-width: 720px) 720px"></figure><p></p><p>However, a pattern emerges when you break this data down by job seniority.  Unsurprisingly no junior professionals report recruiting and <a href="https://www.revenueoperationsalliance.com/revops-hiring-strategies-for-building-a-powerhouse-team/" rel="noreferrer">hiring</a> as part of their role. This makes sense as these early-career professionals are unlikely to be in managerial positions. </p><p><strong>100% </strong>of senior RevOps pros say that metrics and KPIs are part of their role. But more interestingly, the increasing importance of go-to-market is apparent the more senior you are. Four out of five senior respondents <strong>(80.77%) </strong>reported <a href="https://www.revenueoperationsalliance.com/enablement-revops-gtm-and-more-with-bill-ball/" rel="noreferrer">GTM</a>time-wasting as part of their role versus only <strong>55%</strong> of junior professionals. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.09.50-AM.png" class="kg-image" alt="" loading="lazy" width="770" height="415" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.09.50-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.09.50-AM.png 770w" sizes="(min-width: 720px) 720px"></figure><p></p><h2 id="time-wasters"><strong>Time wasters </strong></h2><p>We also wondered which activities were taking up our respondents’ time without any real impact. The biggest offender was manual data cleansing with<strong> 46.51%</strong> highlighting it as a time suck. This was followed by meetings<strong> (25.58%)</strong>, getting approval/navigating red tape <strong>(13.95%)</strong>, and spreadsheet work <strong>(10.08%)</strong>.</p><p>Some other time-wasting activities highlighted by our community include: working on non-RevOps tasks, tactical manual tasks (rather than strategic work), managing tools, and agreeing on the remit of RevOps vs <a href="https://www.revenueoperationsalliance.com/the-5th-pillar-of-revops-enablement-with-jenn-glabicky/" rel="noreferrer">sales enablement</a>. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.10.27-AM.png" class="kg-image" alt="" loading="lazy" width="641" height="360" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.10.27-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.10.27-AM.png 641w"></figure><p></p><p>Revenue operations pros also spend a significant amount of time interacting with internal stakeholders everyday. The majority of our respondents <strong>(34.88%)</strong> report spending between 30 and 50 percent of their time on this kind of communication. </p><p>That’s a lot of time spent in conversation, rather than implementing!</p><p>A further <strong>22.48%</strong> spend 50-70% on internal communication, and <strong>18.61%</strong> spend over 70% of their time on this! That leaves a lucky <strong>24.03%</strong> spending less than 30% of their time on cross-functional comms. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.11.02-AM.png" class="kg-image" alt="" loading="lazy" width="649" height="159" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.11.02-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.11.02-AM.png 649w"></figure><p></p><h2 id="measures-of-success"><strong>Measures of success</strong></h2><p>As for metrics, ARR/MRR <strong>(79.84%)</strong>, close rate <strong>(68.99%)</strong>, and revenue retention <strong>(65.89%)</strong> maintain their top spots from last year. However, notably, revenue retention has seen the biggest growth in teams tracking it over the last year, up <strong>20.79% </strong>from 2023. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.11.43-AM.png" class="kg-image" alt="" loading="lazy" width="753" height="309" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.11.43-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.11.43-AM.png 753w" sizes="(min-width: 720px) 720px"></figure><p></p><p>This shift may indicate an increased focus on customer retention in organizations overall, as it becomes cheaper to retain customers than acquire new ones. </p><p>It’s great to see almost all of these metrics increase in use for revenue operations teams. Last year it was clear many teams were unsure how best to track their impact, and while some are still struggling, our statistics show clear growth in this area. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.12.06-AM.png" class="kg-image" alt="" loading="lazy" width="580" height="261"></figure><p></p><h2 id="top-revops-skills"><strong>Top RevOps skills</strong></h2><p>For the second year, problem-solving is ranked as the most important <a href="https://www.revenueoperationsalliance.com/top-7-skills-for-revops-success/" rel="noreferrer">skill</a> by our community <strong>(89.15%)</strong>. This is followed by strategic planning<strong> (72.09%)</strong> – which has moved up three places from fifth last year – and collaboration with coworkers <strong>(70.54%)</strong>. </p><p>The least important skills for RevOps pros this year are empathy <strong>(39.53%)</strong> and selling <strong>(17.05%)</strong>. While we’re not sure on why empathy isn’t a valued skill, we’re glad to see that a background in sales isn’t needed to succeed in the revenue operations career path. </p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.12.47-AM.png" class="kg-image" alt="" loading="lazy" width="719" height="445" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.12.47-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.12.47-AM.png 719w"></figure><p></p><p>Unsurprisingly, problem-solving and data analysis are still top-ranked skills for RevOps managers (<strong>41.08%</strong> and <strong>19.38%</strong> respectively), but following the trend of an increased emphasis on strategy, strategic planning takes joint third place with communication (both <strong>13.18%</strong>). </p><p>For strategic planning, this is an increase of <strong>5.88%</strong> since last year. This suggests not only a rising emphasis on strategic RevOps, but that strategy isn’t just for senior leaders. Revenue Operations Managers are also being asked to step up their strategic thinking.</p><figure class="kg-card kg-image-card"><img src="https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.13.46-AM.png" class="kg-image" alt="" loading="lazy" width="664" height="260" srcset="https://www.revenueoperationsalliance.com/content/images/size/w600/2024/11/Screenshot-2024-11-18-at-9.13.46-AM.png 600w, https://www.revenueoperationsalliance.com/content/images/2024/11/Screenshot-2024-11-18-at-9.13.46-AM.png 664w"></figure><p></p><h2 id="need-more-data-into-the-state-of-revops"><strong>Need more data into the state of RevOps?</strong></h2>  <div class="custom-snippet-wrapper3"> <div class="custom-snippet-image3"> <img src=" https://pma-assets-external.ams3.cdn.digitaloceanspaces.com/Content/ROA/State_of_24/ROA_State_of_Revenue_Operations_Report_2024_Mockup%20(1).png" />  <script charset="utf-8" type="text/javascript" src="//js-eu1.hsforms.net/forms/embed/v2.js"></script> <script> hbspt.forms.create({ portalId: "139496063", formId: "b905e700-048d-415b-aa67-d6a8b9359bbc" }); </script>  </div> <div class="custom-snippet-text4"> <div class="custom-snippet-title4">  Explore the RevOps Landscape.  </div> <div class="custom-snippet-description3">  <p> Compare your situation to other revenue operations professionals around the world with our <b>State of Revenue Operations Report 2024.</b></p><br> <p>All the data you need and more. 👉</p>  </div> </div> </div>   </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192.png" alt="Revenue Operations Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome revenue operations resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192.png" alt="Revenue Operations Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/rebecca-stewart/"> <img class="author-profile-image" src="/content/images/size/w300/2024/01/Untitled-design--3--1.png" alt="Rebecca Stewart" /> <section class="author-card-content"> <h4 class="author-card-name">Rebecca Stewart</h4> <p>Junior Copywriter at Revenue Operations Alliance. </p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/revenue-operations/">Revenue operations</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/state-of-revenue-operations-report-2024/"> <img class="post-card-image" src="/content/images/size/w800/2024/11/ROA_State_of_Revenue_Operations_Report_2024_Meta2.png" alt="State of Revenue Operations Report 2024" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/state-of-revenue-operations-report-2024/"> <header class="post-card-header"> <h2 class="post-card-title">State of Revenue Operations Report 2024</h2> </header> <section class="post-card-excerpt"> <p>Discover the latest revenue operations statistics in our reveal-all report for 2024. 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