If you’re ready to operate your business more efficiently and unlock additional growth opportunities, it’s time to implement a Revenue Operations (RevOps) approach.
But where to start? The following four foundational components are the four key stages of your successful Revenue Operations implementation:
- Management and Strategy: The alignment of your go-to-market teams behind a common strategy and goals.
- Process Optimisation: Ensuring your new revenue team is as efficient and effective as it can be.
- Technology & Project Management: Using lean tech to supercharge your revenue team.
- Data and Analytics: Using data and analysis to boost your team’s performance and predict growth.
Let’s look at each component in more detail:
1. Management & Strategy
Firstly, you need a foundational strategy to deliver your business’ vision and revenue goals and map out and manage your resources for getting there.
Focus on the following two areas:
Revenue Operations aligns your marketing, sales and customer success teams, ensuring a smooth end-to-end workflow. To achieve this, you need to define the key goals and strategy across your teams, determine team structures and establish service-level agreements across sales and marketing.
To break down departmental silos moving forward, build a communication infrastructure and set up operational tasks, such as file management, between your teams.
Resource & Performance planning
With your teams aligned, you next need to map out:
- annual marketing and sales processes;
- campaigns coordination;
- forecasting and budgeting oversight;
- pipeline management;
- And establish benchmarks for success.
These tactical elements feed into the overall strategy and keep your go-to-market teams on track.
There are different focuses within your Resource and Performance Planning, and each must be aligned across your go-to-market teams and up and down the rest of your business:
- Go-To-Market Plan: What are your goals and what will you do to meet these?
- Investment Management: How much will you spend and where to execute your plan?
- Targets: What results must you drive (and measure) to assure you’re on track to beat market expectations.
2. Process Optimisation
After outlining management decisions and planning out a strategy, Revenue Ops helps to define key workflows and execute marketing & sales processes. The goal here is to make your go-to-market teams more productive and effective. This can be achieved by finding ways to remove or automate steps, streamline processes, and reduce friction between cross-functional tasks.
Process optimisation is fundamentally important to operations because it’s the definition of good ops. Good process = good ops.
Process optimisation manifests itself in many forms, but in general, it’s the art of getting rid of excess fat in things that you need to repeat, such as finding your next customer, loading lists from a tradeshow, converting CRM leads to opportunities, or something as simple as bucketing job titles. Truth is, if it saves you time and can get the job done as good or better, it’s good optimising the process.
Marketing Process Innovation
Revenue Operations supports innovation in lead management, list building, audience segmentation, and campaign execution.
RevOps also focuses on marketing automation and systems of insight, key areas for your marketing team as they both contribute to pipeline growth and revenue.
Sales Process Innovation
Revenue Operations helps you to design sales processes to deliver enhanced customer experiences. This includes layers such as lead routing and account assignment, territory planning, deal pricing, and even contract/business case support.
3. Technology & Project Management
Software & Technology
Are you running your business with a tech stack patched together from a range of technologies?
Revenue Operations evaluates your marketing technology in term of its strategic rather than its tactical use. This means you’ll only use tools that align with and support your overall business strategy and goals.
As you develop your new tech stack, RevOps introduces the following criteria:
- Strategic Impact: how does a tool improve your overall marketing & sales operations? Is the technology a must-have, or merely a nice-to-have? What is your operational plan to go live?
- Integration: only invest in tools that work across the revenue team (not in single silos) as these boost your workflow and data management. And only evaluate tools that tightly integrate with the core stack
- Data Management: Analytics and performance measurement is challenging without strong data management. Therefore, all integrated tools must support the overall data flow across departments.
- People: Effective software utilisation requires people, planning, and training. So, who will use and manage new tools and how will they learn how to use them?
Project Management & Training
Focus on project management and training members of your go-to-market teams. This training includes learning new processes, new systems and helping team members to develop their professional skills.
Through this process, create campaign and sales playbooks. Use these to train new team members and serve as helpful guides as your teams develop and grow.
4. Data & Analytics
Within Revenue Operations, the focus is on getting the right information to the right people - whether marketers, salespeople or your customer success team – and securing actionable insights that answer meaningful problems.
Your RevOps team becomes the stewards of data through the creation of an accurate, comprehensive, and fresh system of record. This is achieved by:
- ‘Cleaning’ your existing records through de-duplication, removing old data and updating critical fields.
- Appending and enriching customer and prospect data to help your go-to-market teams better reach and engage buyers in more meaningful ways. The goal here is to paint as complete a picture as possible for marketing and sales to act upon.
- Managing data quality consistently to ensure it is accurate, accessible and actionable and a single source of truth for both the marketing and sales teams.
The revenue and efficiency impacts of effective data stewardship can be huge.
Analytics & Reporting
Revenue Operations also needs to draw insights from all the data that’s available.
To start, RevOps must work with your marketing and sales teams to define which metrics matter for your business and align each KPI with strategic goals. This process provides marketing and sales with benchmarks that they can then use to measure their performance.
Revenue Operations also focuses on interpreting & analysing key metrics, drawing actionable insights and communicating these to relevant go-to-market teams. This is helpful in the attribution of revenue to each team’s efforts.
Revenue Operations is not a function but a way to better align your business based on strategy, process, workflow, technology, data and analysis.
It’s also an operating model for driving efficient, predictable revenue.
You can think of the components we’ve explored in this article as a framework that you can use to build and iteratively improve your RevOps operating model.
When using this framework, we recommend starting with a diagnostic of your current state as it relates to each of the key components we’ve covered to determine which areas have the largest gaps to address. These gaps will serve as the initial building blocks for iteratively improving how to best apply Revenue Operations to your business.
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