For many years, marketing, sales, and customer success departments operated as separate teams, sometimes actually working against one another. Each department was concerned only with the role it played in the customer journey. Often, the left hand of an organization had no idea what the right hand was doing.
RevOps, or Revenue Operations, has been a game-changing strategy for B2B organizations. Using a RevOps mindset, companies can align the many, many activities of their go-to markets teams into one bigger organizational goal. With a RevOps strategy, all customer-facing teams coordinate their efforts to address the customer at each stage of their journey.
RevOps is the one team that has a 50,000-foot view of the customer journey. They know and own all the tools, systems, and processes your sales, marketing, and operations teams use and how they overlap.
In previous articles, we pinpointed the circumstances which can derail many well-meaning RevOps teams. Then, we showed you the strategies successful companies use to leap over those obstacles and drive revenue and helpful tools to get there. Now, we want to help you put that knowledge into action to unlock your organization’s revenue growth.
To recap, we believe the most common challenges teams face in successfully implementing RevOps fall into three categories:
To avoid these hazards, we have seen successful companies do the following:
We suggest a 3-point plan to help you enjoy the full benefits of Revenue Operations. We call it the P.S.P. Plan.
The right systems will help you meet your goals faster, more consistently, and with more accuracy. Consider the technological resources needed to gain insight from performance and support processes for sales, marketing, and service. Having everyone onboard will only make operations run smoother.
While you are removing steps and duplication for your sales team, it’s important not to change everything all at once. Find a document generation software that will play nicely with your existing tools. A seamless end-to-end workflow automates document-related tasks and keeps your team producing custom collateral and proposals at incredible speed.
According to Forbes, the average salesperson will spend 900 hours a year on administrative tasks. Nine hundred hours! That’s not exactly a salesperson operating at peak efficiency, is it? Often, your folks may need to retrieve data from multiple sources on your documents. Accordingly, whatever document generation (docgen) tool you use must have the ability to simultaneously support various data sources and process data.
At this point, due to organic growth, your company is probably using lots of different tech products across your company. Software like enterprise resource management (ERPs), sales engagement platforms (SEPs), customer relationship management (CRM) tools, and content management systems (CMSs) are just a handful of the core elements for companies to organize their front-end operations. Not to mention the back-end platforms like communication applications, project management software, accounting programs, and a host of other products necessary for operations.
Ultimately, your tech-stack needs to be interconnected, and there should be an outlined process for each tool. Documentation of your platforms is an integral part of RevOps. Time to insight is shorter, and those insights are more complete for when sales, marketing, and customer success go to use them. You’ll also reap the benefits of being able to tap into the same data for planning and budgeting purposes.
Sales teams don't need to worry about possibly offering up the wrong data in their communication. That puts your entire team on the same page, saving time and avoiding chaos.
A major key to RevOps success is making sure everyone on your team is “speaking the same language” when it comes to data. That may mean sitting down and looking at the entire customer experience holistically. It could mind-numbing work to clean up data and redundant data processes. But getting it right (or doing it right the first time) is one of the most important steps toward generating new revenue for your organization and optimizing experiences for your customers and your staff.
Ultimately, you are trying to create streamlined workflows to free up your team to spend on revenue-generating tasks. You are removing the tedious tasks of manually creating documents and eliminating the fallout that is bound to happen without a centralized system. Your sales team will have more time to dedicate to nurturing prospects and closing deals. With the right systems in place, teams can collaborate on cross-functional engagement that leverages technology from sales, marketing, and/or customer success tools.
A shared tech stack and data foundation make it possible to design experiences the way the customer sees them. This customer-centric perspective does a better job of creating, automating, and scaling experiences customers find valuable. Delivering fast, informative, and personalized proposals, contracts, and quotes, and other documents is a way for companies to stand out for the relevance of their overall engagement.
It's really more of a squiggle since your customers will reach your brand via many different channels, and at various points along the way in the buying process. Often, their journey isn’t a linear progression. They zig forward and backward along the way. Your organizational structure needs to account for this fact.
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