RevOps & Public Relations
An unlikely combination for success at scale?
Public relations (PR) is one of the most well-known facets of marketing responsibilities, while revenue operations (RevOps) is a newer but essential driver of growth for SaaS businesses. At first glance, they couldn’t be more different — PR is about crafting compelling stories and building reputations, while RevOps focuses on data, processes, and infrastructure.
Here’s the catch: few businesses realize the untapped potential of combining these two forces. PR and RevOps create a powerhouse function that aligns your teams and equips your business to scale at unmatched speeds.
Enter Shape & Scale is a consultancy with two co-founders and over thirty years of experience. Our approach means you get personalized and strategic guidance, making our client’s growth journey successful, scalable, and sustainable.
The Problem We Set Out to Solve
When we first started Shape & Scale, we noticed several missing pieces with modern marketing and external communications programs:
Teams weren’t talking to one another. In smaller organizations of five or ten people, it’s easier to stay aligned — everyone knows current activity and shared goals, and there is KPI alignment. However, as businesses scale and hire specialized team members for each function, communication and collaboration breakdowns across departments become the norm.
There was rarely (if not ever) a single source of truth for sales, marketing, customer success, and communications to rely on. Instead, each team operated in its silo, using separate software and tools that didn’t communicate with one another. This fragmented approach made it nearly impossible to get a holistic view of the buyer journey — what was working, what wasn’t, and where to adapt strategies in real-time.
Marketing and communications often had a disjointed idea of why the buyer was buying in the first place. Given the lack of communication across teams, marketing, and PR teams were often left to their own devices — doing their best to create messaging and narratives they believed were what the buyer wanted to see.
If RevOps infrastructure existed at all, its accuracy was often questionable. This is a common outcome when RevOps is treated as an afterthought. Organizations recognize the need for cohesion and attempt to piece something together with good intentions, ultimately resulting in fragmented and unreliable systems.
Enter the Winning Combination of PR & RevOps
The below chart helps break down our system into a digestible format:
If done correctly, Shape & Scale customers will have a continuous feedback loop that ensures alignment across teams, maximizes efficiency, and drives scalable growth by reinforcing each function’s efforts.
So, instead of the disjointed approach you’re used to seeing, it would look something like this:
Sales, Customer Success, and Marketing (GTM Teams):
Each GTM team feeds critical data and insights into a shared system. In our case, we’ve found HubSpot to be the most flexible and reliable. These insights include customer pain points, success stories, “go” or “no go” notes, and buyer behaviors that provide a real-time market understanding.
Communications:
External comms teams will use this unified system's data and key learnings to craft narratives that resonate deeply with target audiences. These narratives reflect the pain points your product is already solving, enhancing brand perception and relevance.
Feedback Loop:
The results driven by comms — such as elevated brand awareness, thought leadership, competitive differentiation, and increased demand — are then shared with the Sales team. Sales teams then use these assets (e.g., case studies, media mentions, or testimonials) to effectively engage prospects and close deals.
Shape & Scale is Asking a Lot of You
As promising as this all sounds, it’s essential to recognize that adopting this new paradigm requires a significant culture shift. We recognize this.
Teams must rethink where and how they gather information and learn to effectively leverage the shared insights within their respective programs.
This transformation demands leadership and commitment — success in this new world of SaaS depends on your ability to champion this change.
That said, the upfront effort is undeniably worth it.
Time and again, we’ve seen the transformative impact of aligning these two critical business functions. When RevOps and PR strategies are seamlessly integrated, the results speak for themselves: accelerated sales cycles, enhanced customer experiences, and elevated brand awareness.