Historical Challenges with #RevOps

Why has revenue operations been such a difficult and burdensome role? Why is it only recently (within the past few years) that companies have been hiring specifically for revenue-focused roles?

1. They don’t have the resources. From basic need-to-have technologies like CRM/Add-ons or marketing automation to nice-to-have tools like data enrichment, visualization, and intelligence.  Additionally, These processes are often misunderstood or undervalued by orgs so they do not hire, or assign the proper people to complete the task [effectively].
2. It takes too much time.  There is an incredible amount of data and complex analyses that need to be completed to execute a full understanding of your revenue streams, make the necessary changes, and apply it to your go to market teams.  Additionally, other priorities inherently take precedent: board meetings, forecasting/pipeline calls, QBRs, executive requests, individual requests, hiring/attrition, and so on…Unfortunately, most of the data will become out-of-date and irrelevant by the time the results are published and discussed.
3. A lot of folks don’t know how to analyze processes and metrics effectively across multiple departments.  The Revenue Operations team is an emerging department from the last couple of years, therefore is still rather undefined without many (if any) proven playbooks.