RevOps a discussion
- 2. Definition Revenue Operations is the flattening of the silo’s between sales, marketing, finance, and customer success operations, that keep all teams accountable to Customer’s, Revenue and Profitability. This role is responsible for the metrics and SOP’s for the entire customer lifecycle and creates and manages consistent growth through operational productivity.
- 3. Mandate RevOps mandate is to drive revenue, breaking down internal silos, alignment of all revenue departments across the Customer Lifecycle. Provides unified metrics, tool ownership and change management for the entire revenue funnel.
- 4. Responsibility RevOps is responsible for standard operating processes for: Marketing (awareness/consideration), Sales (pre-sales/acquisition) Customer Success (onboarding/expansion/retention) Finance (customer acquisition cost, consistent accurate measurement)
- 5. Standard Operating Procedures RevOps is tasked with strategic business objectives and tactical program design and execution. Documenting and enforcing GTM activities across the entire revenue cycle. Ownership of metrics from cradle to grave, providing unified insight for all stakeholders including Finance, Product, and the Executive team.
- 6. Enablement Remove conflict and redundant and disconnected process, between sales, marketing and customer success, provide predictability for finance.
- 7. Enablement Marketing Enablement Strategic Planning Budget Management Production Management Data Management Campaign Management Lead Management ROI Metrics Reporting/Analytics Conversion Tracking Customer Marketing
- 8. Enablement Sales Force Enablement Sales Process Development, Process Adoption and Compliance Sales Development, and Training Sales Force Communications Management Sales Metrics Sales Forecasting Proposal/Contract Development Incentive Sales Compensation Plan Design Territory Analysis and Definition Sales Force Capacity Initiative Change Management
- 9. Enablement Customer Success Enablement Customer Lifecycle Process Development, Process Adoption and Compliance Customer communication (email nurture, customer touch points) Customer engagement model (Onboarding, Upsell, Renewal) Customer Sale Metrics (Renewal, Upsell, Cross- sell, downsell, churn) Customer Sales Forecasting (Opportunity identification) Tools management (gainsight, Totango, Natero) CSM team capacity planning Customer risk management model
- 10. Analysis Analysis – Agreement on metrics and definitions: create a level of trust and creditability for all Stakeholders. Remove the “gut feel” and harmonize how different teams use the same metric Eliminate the duplicate measurement efforts and simply these to a single cohesive strategy Provides day-to-day insights as well long-term strategic analysis based on comprehensive data across all functions.
- 11. Awareness to Advocacy RevOps provides alignment on metrics, credibility and trust between teams. • Marketing: involved throughout the customer lifecycle, from awareness/consideration to expansion. Provide customer marketing to support cross-sell, up-sell opportunities, and churn prevention. • Sales: involved all stages of the customer lifecycle, from social selling activities and Sales-initiated campaigns. • Customer Success: involved from initial contract, reviewing and comparing new customers to active customer, determining needs for success and expansion.
- 13. Tools RevOps increases efficiency across the customer lifecycle Ownership of the tech stack used by Marketing, Sales, and Customer Success. RevOps manages the relationship with IT to ensure tools meet all key stakeholder’s requirements, as well as corporate standards for data hygiene and security. RevOps consolidates the acquisition, operation, and management of these tools under one team. Providing a holistic view across the teams, and expands adoption of these tools, with effective enablement and training.
- 14. Conclusion RevOps steers growth through operational efficiency across the customer lifecycle. Unifying and optimizing People, Processes, Data and Tools Manages the cradle to grave revenue engine. Provides alignment, accountability, creditability and trust across the entire revenue team. Eliminates the marketing operations, sales operations, and customer success operations silo’s; combining into one team. Manages the operational aspects of Awareness to Advocacy.