AMA: HubSpot Vice President of Revenue Operations, Sowmya Srinivasan on Revenue Ops KPIs

This is a tough question to answer! Though not intentional, as a Post-Sales RevOps leader, I can share - clearly understanding the drivers of churn and especially breaking down what is addressable and what is not is something that is often not prioritized. Having a clear framework to categorize churn - product driven, experience driven, customer driven, macro-driven etc helps an organization design plays to address the addressable, improve overall CX and this can go a long way in delivering the ...Read More

What are some KPIs that you find over-hyped and/or unimportant? Any metric that may look impressive but doesn’t really move the needle on the business is over-hyped or unimportant. It could be any of the following - Vanity metrics - Metrics focused on popularity and not value. Eg: Site Traffic, Social media posts, high # of calls/activities  While high traffic can be good, it's meaningless if those visitors aren't converting into leads or customers. Focus on traffic along with conversion rates i ...Read More

Before I answer the ‘How’, I want to start with the ‘Why’. Here why it is important to socialize KPIs - Fosters accountability: Know how performance is measured and what is expected of you. Clearly defined KPIs and regular reporting create transparency and accountability.  Bring everyone to the same page: To ensure teams work together, it is important that everyone understands the KPIs and how their work contributes to moving the needle.  Navigate together!  Increases engagement: When we underst ...Read More

Setting targets or key KPI’s without enough insights is definitely a tricky task. Here are some steps I would recommend - Research, research, research - conduct market analysis, understand demographics, customer profile, and any unique factors to consider. Understand the competitive landscape - products, services, offerings, market cap.. And leverage any case studies to understand challenges to consider and factor in.  MVP - Minimum Viable Plan - Focus on the key items , basically anything that ...Read More

When we think of some core KPIs, the buckets that are critical to understand -  Direct impact on revenue/growth: These metrics directly reflect your ability to retain/grow customers and generate recurring revenue and accelerate growth. Actionable insights: Insights enable outcomes. Identify areas for risk and opportunity to operationalize the CS strategy Leading indicators:While outcomes are paramount, key metrics, like CSAT, usage insights (product adoption), customer engagements etc can help a ...Read More