AMA: Clockwise Head of Revenue Operations, Ana Rottaro on Marketing / Revenue Ops Alignment

Marketing should be focused on campaign performance by checking qualification rates of leads by campaign, cost of acquisition per lead, average revenue brought in from qualified leads, and growth of leads by source. There should be a focus on driving more leads with high ROI while maintaining qualification rates. Sales should be focused on speed to lead and improving sequence performance to drive higher qualification rates. Marketing and sales should report and talk about these metrics openly to ...Read More

To ensure everyone is on the same page Revenue Operations should facilitate mapping out user communications including ownership, the goals of the messaging, and the information needed to make the messaging meaningful. Don't fixate on exactly what is going to be said when, because teams need room to experiment and improve. Give general time windows, triggers for emails, and goals so that sales and marketing have a reference of what's going out. Revenue operations should facilitate meetings betwee ...Read More

First, it is important to ensure clear primary ownership on what team needs to make sure something is communicated to a user. Other teams can supplement that messaging, but one team should take the lead on each goal to ensure critical pieces like value communication and account strengthening live in under the team that can impact the metric the most. The following bullet points are based around a PLG motion. Marketing Messaging should be clear to users about what value they get from the product, ...Read More