It's not always easy to identify the differences between Marketing and Revenue Operations services. As a result, it is often difficult to find the right partner to help you solve your business challenges.
I've written this blog to help you identify what each type of business can assist you with, so that you can weigh up the pros and cons and choose the right option for you.
A marketing agency and a revenue operations consultancy serve different functions and focus on different aspects of a business.
B2B Marketing agencies primarily focus on creating and executing marketing strategies to help businesses promote their products or services, increase brand awareness, generate leads, and drive sales.
Revenue operations consultancies focus on optimising and aligning all revenue-generating functions within a business, including marketing, sales, and customer success, to maximise revenue growth and profitability.
As well as having a different focus in their work, marketing agencies and revenue operations consultancies provide vastly different services.
Marketing agencies offer a wide range of services such as branding, advertising, digital marketing, content creation, social media management, search engine optimisation (SEO), and campaign management.
Revenue operations consultancies provide strategic guidance, process optimisation, technology implementation, and performance analysis to ensure seamless coordination and collaboration across marketing, sales, and customer service teams.
The primary goal of a marketing agency is to help clients attract and retain customers through effective marketing campaigns and initiatives. This can be across a variety of different channels, from traditional print, to OOH, and a wide-range of digital avenues.
The primary goal of a revenue operations consultancy is to decrease the cost of acquiring customers and increasing the lifetime value of every customer. They exist to improve the efficiency and effectiveness of revenue-generating processes, streamline operations, enhance customer experience, and ultimately drive revenue growth for the business.
While Revenue Operations consultancies do not create content or campaigns to attract or retain customers, they are the ones who ensure your campaigns perform to drive revenue. They track which campaigns across marketing, sales and customer success perform the best so that you can identify where to invest to get a better ROI.
If you are looking for a team to research your customer, plan your product positioning and create content to distribute that attracts and retains customers, choose a marketing agency.
If you’ve been running marketing campaigns, and want to see more leads turn into deals won, want a better return on investment, or if you are a marketing team who needs to understand how your campaigns influence revenue - choose a RevOps partner.
Based on this, if you’re thinking about starting your journey to implement Revenue Operations best practices, book some time to talk with a strategist.
If we think you are better suited to speak to a marketing or sales partner, our strategists will point you in the direction of our recommended partners.