In an age where digital presence is non-negotiable, B2B companies face significant challenges in adapting to rising demands for digital channels and competing for top sales talent. A recent report by Deloitte Digital highlights that after a period of explosive revenue growth, many B2B sales organizations now grapple with how to maximize their performance while working with fewer resources. The study surveyed 650 B2B sales executives across 13 industries, revealing key strategies that drive sustained growth amidst these challenges.
Deloitte’s report titled “Is RevOps the new driver for B2B growth?” emphasizes how the most resilient B2B companies have confiantly tackled their challenges by implementing robust revenue operations functions (RevOps). This approach is not merely a response to current market pressures but a proactive strategy that aligns various revenue-related areas—such as marketing, sales, customer success, and service—to create a seamless experience for B2B customers.
RevOps strategies are proving crucial, especially for organizations facing a downturn in sales activities. The report notes that 40% of surveyed respondents experienced less than half of their sales teams hitting their quotas in 2023. In such environments, the RevOps approach can significantly improve operations and resource allocation, empowering companies to achieve their sales targets.
Deloitte’s findings indicate that B2B organizations with established RevOps functions are substantially more likely to accelerate their investments in essential areas that drive growth. Here are some notable statistics from the report:
– B2B companies with effective RevOps are 1.4 times more likely to launch new digital channels, expanding their market reach.
– These organizations are also 1.9 times more likely to invest in new tools that catalyze digital transformation.
– They are 2.2 times more likely to introduce new products and services—signifying agility in adapting to market shifts.
– Additionally, firms with RevOps functions are 1.4 times more likely to exceed revenue goals by at least 10%.
Particularly within the retail sector, where competition is fierce, the demand for digital channels is vital. Retail companies ranked expanding digital channels as a top priority along with enhancing sales talent skills and launching innovative products. This urgency reflects a broader trend: companies must pivot efficiently to serve tech-savvy consumers who expect a cohesive digital experience.
Deloitte’s report outlines that companies leveraging sales enablement tools show remarkable performance improvements across various metrics, such as communicating value to customers and optimizing pricing strategies. The integration of Generative AI (GenAI) in sales motions is another critical factor. The report states that companies with established RevOps functions are over two times more likely to use GenAI innovatively, enhancing their competitive edge.
Amongst the surveyed B2B organizations, those identified as “innovative”—21%—reported they were making significant strides in using GenAI to support overall strategy and drive innovation. These companies showcase an impressive propensity for automating tasks that add value, like customizing customer follow-ups, generating performance reports, and tailoring customer journeys.
In light of these findings, B2B firms must consider critical questions concerning their go-to-market (GTM) strategies and the role of RevOps. Key inquiries include identifying which digital sales channels can boost revenues and reduce operational costs and how to effectively leverage AI across various stakeholders and functions.
To achieve sustained growth in a rapidly changing landscape, B2B organizations need to prioritize a RevOps-oriented GTM approach. This alignment will help eliminate siloed operations and redundancies while focusing on an end-to-end buyer journey—an essential requirement in today’s B2B marketplace.
In summary, the rise of e-commerce and the pressing need for digital channels necessitate a strategic evolution in how B2B companies operate. By implementing robust revenue operations strategies and leveraging advanced technologies like Generative AI, firms can not only navigate current challenges but also position themselves for future success. The insights from Deloitte’s report serve as a call to action for B2B companies to rethink their operational frameworks and invest wisely in resources that drive competitive advantage.
