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

So if people and companies have been doing RevOps for hundreds of years, why has it exploded recently? Why wasn't this a term in the eighties or nineties or even early two thousands?

And, of course, you could say the the Internet made a big thing of it, but not specifically the Internet. What about the Internet gave rise to what I think of is the current domain of revenue operations? And a key thing that happened in twenty twenty, the global pandemic, really shifted from a lot of these processes done in person or a lot of these, things being done in, you know, closed rooms or closed offices to being forced to work from home, push everything to the cloud, do everything online, do everything virtually, and so you were forced to make your processes more clear and document them more. You were forced to get adoption of these processes. The only thing you had was the data and the reporting because you were not in the office every day to get the context needed for all the little things around the edges. And so that shift really give, give the rise to the revenue operations professional and made them super super value valuable and that has continued in the workplace.

Another reason is businesses are more and more complex.

Companies have upwards of hundreds of different tools, software tools that they use, and someone needs to own that, and someone needs to build processes around it, the reporting around it, and they really need to use those tools to generate an ROI and maximize business performance. And so as companies have moved online into the cloud, companies has become more and more complicated, there's been a need here for a function, a go to market team, a, simple department to to own all of these and connect all the dots here.

Previously, marketing and customer success, maybe they didn't need to talk as much or maybe they should have, but they did it in person. And now the systems are talking to each other because the people are not in the same room. So how can the systems talk to each other so that we create one process and a consistent buyer journey throughout that is better for the customer and better for the prospect. Well, that's where revenue operations come in.

So it's not new, not really a methodology, but because of the explode exploding of, SaaS applications and being forced during the pandemic to push everything to the cloud, it's really, really there was a huge need for this and people are beginning to fill it. So you could be a salesperson, operational person, a marketing person, but if you're passionate about really alignment and using reporting to create or, creating visibility to use reporting to drive business performance, The revenue operations domain has been a perfect fit for lots of those people because even though it's not new, the focus on it has increased based on the global dynamics of the business world today.