Revenue Ops Process
How do I get my marketing leader on board if automation is key to my strategy?
My marketing leader was on board with my strategy and helped me craft it but now that I have started creating process flows in the MAP they are saying they want to own any process changes and decide when they will be implemented.
Marketing Operations should fall under the scope of Revenue Operations and that is where a lot of automation decisions are made. If that is not the case at your organization you need to drill into the concerns your marketing leader has for why automation is not their path of choice. Often times t......Read More
I would recommend closely partnering with and advising this new individual to start with a listening tour of sales managers, sales reps, prospects, customers and partners to develop a deep understanding and appreciation of the current state of affairs before making any pivots to the strategy or t......Read More
What are the long-term metrics that you prioritize reviewing in running your organization?
I believe organizations that I have been a part of spend too much time prioritizing short-term metrics (pipeline, forecast, YoY growth, etc.), and I notice this is especially true when creating deep partnerships with Sales leadership. What do you look at to determine the future health of your organization (ex: new logo wins, # of partner wins and contribution, growth in pull-through services)? How do you balance focus on short and long-term health?
The specific answer here will depend on the type of organization (e.g. B2B/B2C), target segmentation (e.g. Enterprise/SMB) and go-to-market model (e.g. Product Led Growth, Sales Driven). I'd suggest looking at this through teh framework of of leading indicators (input metrics) and lagging indicat......Read More
How long is appropriate to plan for the initial implementation of the revenue strategy?
The C Suite wants an estimation and I am not sure where to target.
This will highly depend on what sort of headcount you have in place. In order to get basic infrastructure built it would take roughly a quarter to map out things like sales methodology, sales process, marketing philosophy, incentive compensation, etc. If you have a quarter to focus on flushing al......Read More
The first phase of my revenue plan involves overhauling the handling of all inbound leads. This will take at least 2 months to implement. What’s the best place to start with this to minimize the pain that the sales and marketing teams will feel?
I was thinking about starting with the lead source fields and routing automation.
The best place to start will be with lead scoring or prioritization so the team has direction in how they handle different types of leads. Next I would work on your routing rules and getting alignment with the sales organization. This is usually the hardest thing to build if you want it to be aut......Read More
How do I ensure that the revenue dashboard is accurate and updated in a timely manner?
I am working on our first revenue dashboard and I want it to be as accurate as possible. I am building it in Salesforce and using the opportunity stages as percentage indicators towards closed won. This is a new process and I am finding that the sales team is not updating the stages in a timely manner which is impacting the dashboard.
I'd encourage you to partner with your sales leadership to align on a shared vision around your reporting and analytics roadmap and get the buy-in and sponsorship that these views will be valuable and enable them to do their jobs more efficiently and effectively (e.g. focus on the right opportuni......Read More
How do I decide which tactical piece to implement first in our strategy for revenue engine?
I have developed our first company strategy for our revenue engine and I have buy-in at the exec level.
There are four key foundational pillars to a RevOps strategy: 1/Talent, 2/Process, 3/Systems, 4/Data. I'd start with Talent and Process changes in the near-term, while starting to build your plans and roadmap for your Systems tech stack and Data architecture. In my experience, you need all these ......Read More
What is the best format to create a data dictionary for the company to align everyone on terms so we speak the same language?
I was thinking of creating this as a word doc and sharing.
I'd consider a format that is easily accessible and that is easy to keep up to date. As such, I'd suggest something like a company wiki and/or link directly from your BI tool or whichever platform teams across your company access data and analytics. When creating this data dictionary, I'd spend t......Read More
I love this question. The one tool that I can't live without right now is Clari. We run our entire business out of it at the executive level. Q4 is a critical one for any SaaS company at our scale and we rely on Clari to power our weekly forecast cadence, evaluate trends in the pipeline and cl......Read More