Ana Rottaro

Days 0-30: Discovery and Reporting Go through the process of understanding necessary RevOps initiatives as noted in the question “What's your framework to prioritizing needs/deliverables when you're the first revenue operations manager at a company establishing the function?” Identify urgent revenue leaks like slow responses to hand-raisers or low follow-through or renewals falling through the cracks. Understand where reporting lives and what reporting is missing in the funnel. While you’re doin ...Read More

If you’re the first revenue operations manager, I recommend identifying key revenue operations initiatives the company needs, prioritizing them, and then organizing projects and measuring tasks against that. Here’s how I did it: Create a set of questions to ask the heads of all go-to-market teams focused on pain points, challenges, current goals, and which parts of the funnel they own Shadow employees across go-to-market functions to find inefficiencies and take notes Pattern match across your n ...Read More

RevOps has a place early on because it can measure whether your attempts are working and save you resources spent going in the wrong direction. However, sometimes it’s good to let a sales team of 1-3 run a bit loose at first with a few simple processes for the documentation of contracts. People tend to look for the fastest way to do things and allowing a few team members to test and develop their own way of doing things can provide good insights for when you bring in revenue operations. To keep ...Read More

Aligning on the definitions in the awareness to revenue funnel and transparency are the most important factors in making sure shared KPIs are successful. If teams understand the definitions, they know what to expect from each other in terms of deliverables and they can share responsibility if changes are needed to be successful. Create shared definitions of what is a qualified account or lead, what is a buyer, what is a champion, etc. Make sure you are tracking KPIs, leading indicators, and disq ...Read More

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

Revenue operations demands a wide skill set that leads to a wide range of tasks as well as demanding career ladders. Additionally, revenue operations has the propensity to become low autonomy due to its nature in assisting numerous teams. Managing these challenges is essential to retaining top revenue operations talent. Here are some ideas to improve retention: Understand both what interests the employee, but also what disinterests them If you can do it genuinely, reframe work outside of the emp ...Read More