RevBrains: The New Architects of Growth in the Technology Business
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RevBrains helps software companies accelerate their growth through RevOps. This is an innovative and fully holistic model for generating sustainable revenue through the optimization of customer and buyer processes.
In the age of big data, complex processes, and evolving business models, it is becoming difficult for companies to scale without optimizing customer relationships. The traditional linear sales process no longer meets the needs of technology businesses, which are aiming for sustainable growth. They require a more in-depth, comprehensive and customer-oriented approach. And this is where RevOps (abbreviated from revenue operations) comes in- a model that helps organizations join the A-team of the best performing companies worldwide.
What exactly does RevOps mean? It is the alignment of all customer-facing units in the company – marketing, sales, customer service, finance, along with the strategy, methodologies, technologies and processes they use. The goal – to create a unified buyer and customer journey, allowing for faster growth and predictability in revenue.
RevOps is the science behind sustainable revenue generation and revenue retention, achieved through the optimization of the whole buyer and customer journey,
shares George Stoyanov, one of the founders of RevBarins. He has deployed RevOps both in the United States and Europe and has led successful implementation projects, using some of the popular marketing and sales platforms, such as HubSpot. A year ago, he shared his concept for a RevOps consulting company with Ivan Bondokov and Valentina Kutseva, the founders of the B2B marketing company Limacon. The three combined their professional experience in marketing, sales, technology, and customer-centric models and started offering RevOps as a service – initially under the Limacon umbrella. Soon, however, they decided to separate RevOps from the rest and launched RevBrains – an independent consulting company with a holistic methodology to customer relationship management and revenue operations. They are later joined by Lorena Morales, an advisor at the company, with over 10 years of RevOps experience in the US market.
For people who are not familiar with RevOps, however, the term sends mixed signals – it sounds like a buzzword for sales or maybe finance. Nonetheless, the difference is significant and Stoyanov strongly emphasizes it: “We are not marketing or sales consultants. We are the architects who build the infrastructure within the company, so that marketers, salespeople and customer service experts work together successfully and deliver maximum value, speak the same language across departments, use centralized data and constantly communicate.”
The focus of RevBrains is SaaS (software as a service) companies, located primarily in Europe and Israel. In the USA, businesses that implement RevOps are significantly ahead of their competitors, and this trend is now embracing Europe as well. Because of their business model, the payback period in SaaS usually takes between 5 and 12 months, sometimes longer. That makes it crucial for all customer touch-points to be super smooth and organized, so that the customer journey can be followed end-to-end, from every part of the organization.
Scaleup companies with ambitious growth goals are among the customers who get the most value from RevBrains’ services. The “revbrainers” take them by the hand and walk them through each step of the journey to reach sustainable growth. The first phase in every project, starts with getting to know the company in depth.
In the beginning, I act like a full-time employee of our client, for at least two weeks. It is important to see every nuance – how meetings are held, what the people’s habits and responsibilities are…
We do business analysis, and review current technologies, processes, daily operations of the employees that work the customer- and buyer-related departments. Then we come up with a strategy for the year ahead, following the RevOps principles. In another stage of the service, RevBrains hires and trains an inhouse RevOps team for the client to take over all the work and continue developing the created infrastructure. The RevBrains team is also responsible for creating a learning management platform where clients can storeall RevOps processes, methodologies, playbooks.
Additionally, RevBrains also offers services that are built and customized more towards the needs of startup companies. “With them, we lay the RevOps foundations, and when they go to an investor for the next round of funding, investors see they’re prepared for what’s ahead,” says the RevOps architect.
In most cases, RevBrains work with their clients for about a year. They position themselves as a boutique brand, offering a service that is exclusive to the market, and supported by their international advisors. In fact, RevBrains has had international genes since its inception. A significant part of their team is represented by advisors with solid consulting expertise, located in the USA and Europe.
The international consulting team participates in the creation of client strategies, while the inhouse team is focused on project management, implementation of all processes and technologies, and their enablement. “Many of the people in our team are like Swiss Army knives – they are not narrowly specialized, but are able to see the whole picture,” says Stoyanov.
How does RevBrains measure the effectiveness of their work? In addition to the list of satisfied customers from Western Europe and the USA, who boosted their revenue architecture with RevBrains, business statistics also documents the positive effect of RevOps.
According to Boston Consulting Group, companies that deploy RevOps, lower their customer acquisition costs by 30%, while increasing customer satisfaction by 20%.
Another study by Forrester Research mentions 19% faster growth and 15% higher profits as a result of RevOps. And if this is not enough, George Stoyanov adds one more argument in favor of RevOps: according to Gartner, 75% of high-growth companies will deploy a RevOps model by 2025.
