Hello, friends. Welcome to a tradition unlike any other. This is the RevOps MBA with Brian Kreutz.

So what is revenue operations? There's tons of different, long definitions of it. There's some buzzwords. There's a lot of frameworks and methodologies, but I simply think it's the science of sustainable revenue growth.

It's not new. It's not really a methodology. It's not really a framework, and we've been doing it for hundreds of years. Think about what is the the science of sustainable revenue growth is simply increasing revenue through lowering costs or increasing more revenue.

So how do we do that with business and how does revenue operations help? Well, they could revenue operations kind of like a factory. In order for the factory to make more money and create a valuable product for customers, they need to increase their output or decrease their costs. The same thing we're doing in business whether you're in selling software or, you know, selling gym memberships.

We're trying to use the technology that we have today to either lower our cost through different tools and automations and more effective things to increase our output or trying to generate more revenue. That's simply what it is, and I think this whole domain sometimes gets misunderstood with what we're trying to do here. There's all these tools here. There's all these, ideas.

There's hundreds of custom fields and workflows and all of this stuff, but I think revenue operations is pretty simple. We're trying to create visibility, a true source of truth, and create reporting that reflects on the visibility and the source of truth to drive business insights. And so everything you do around revenue operations needs to create visibility. That visibility needs to be based on a process where all of those data points are adopted so that the reporting is correct, and that reporting needs to be reviewed to drive business insights.

And so that could be creating more deals to generate more revenue. It could be reducing costs. It could be being more efficient between point a and point b of the customer journey. And so by simplifying systematizing what you're actually doing as a revenue operations professional, it's not about custom property.

It's not about this crazy workflow with a custom coded action. It's how are you creating more visibility? How are you creating processes so the data is correct? And how are you using this reporting to actually drive business decisions and do one one or two things.

Increase revenue, decrease cost, because at the end of the day, all we're trying to do is increase the sustainable science of revenue growth. And to me, that is what revenue operations is.