3 Steps You Should Take in Your New RevOps Role.
New to RevOps? Did your company just bring on funding or have a good year of growth and is now looking to form a true RevOps function for full circle revenue alignment? Did they promote you into this new RevOps role?
Don’t panic. In the next 8 minutes you will be able to establish your Revenue Operations foundation and move towards alignment success.
What in the world is RevOps?
With the evolution of RevOps, companies are forever changing the way they approach revenue. A Revenue Operations (RevOps) Leader strives to maximize a business’ revenue through technology and team alignment.
You may be asking yourself how this works. Well, RevOps drives alignment and accountability of Marketing, Sales, and Customer Success across business processes, technology applications, and your greatest resource, people. You are likely now in this position to help your organization reap the benefits of better operations, improved customer experience, higher lead and customer acquisition, and a much more cohesive revenue team culture.
Relying on great services and products alone is not how you will achieve extreme revenue growth. To believe that is to believe in an archaic way of chasing revenue growth. This is why RevOps is growing 55% year over year. Thinking has changed. Higher and more predictable revenue stems from Marketing, Sales, and Customer Success teams working together as one unified growth engine.
So, what problems do you need to solve on day one, two, and three of your new position? Here is a step-by step guide to the first three things RevOps professionals should focus on and invest in.
Step 1: Process and People Audit
A rich culture can only take root with dynamic communication and collaboration. Your processes must support that, and your customer journey must be top of mind when establishing the right process for your revenue team.
It is highly likely that your team’s processes are disjointed and siloed. According to Gartner, Companies are disillusioned with rigid silos. With the knowledge of this, your first task is to create foundational processes that start to align teams. These uniform processes must generate extreme accountability and a clear line of open communication across teams. It is your job to make sure that Marketing, Sales, and Customer Success teams have access to clear and complete communication. It is your job to foster and promote the transparency of accountability. Then, you’ll see that trust will begin to take shape.
Start by aligning your content with the buyers’ lifecycle. Then, take a look at your technology. Every movement of the potential buyer must be documented, tagged, and connected from system to system and team member to team member. Lastly, give your website the attention it deserves to ensure it is connecting every conversion opportunity with no barrier to entry.
The ultimate goal: implement a process that creates alignment, fosters accountability, thrives on communication, and promotes trust.
Step 2: Further Build Data & Tools to Foster Better Alignment
It is time to make sure that your systems are built to scale. This is the time to ensure that each team member has the right information for every revenue situation.
In order to truly understand how the pipeline is being impacted, you, the RevOps professional, must have your very own system of record. Picture yourself as the conductor of a large symphonic orchestra. You must be able to give the right cues for each instrumentalist in your orchestra in order to create the sounds that the composer intended and that the audience (the customer) wants to hear.
Your system of record must be able to house your most important data, your customer and prospect data, while also being able to analyze and send next actions back to each member of the orchestra so that they can play their instrument better. This way, the collective team can achieve their ultimate goal. By utilizing your system of record, members across the entire revenue team can identify how they directly and indirectly impact pipeline and revenue growth.
With your system of record in place you can do the following:
First, use analytics and reporting to ensure you are looking at the entire funnel, from acquisition to retention. After all, measuring and optimizing time to revenue from start to finish is a must in order to have a healthy forecast, and ultimately, a healthy business.
Secondly, take a deep dive into your entire tech stack. With your system of record in place, you will be able to eliminate redundancies across your revenue tech stack. Trust me, we could all use a little tech stack clean up!
Lastly, provide the entire revenue team with best-in-class RevOps systems and processes that streamline inbound, outbound, and content.
Step 3: Activate and Analyze
Now it is time to get the most out of the hard work you have put in to date. In order to capitalize on the steps above, you must create a cadence or communication, measurement, and accountability.
Start by establishing yourself as the central leader for all things revenue-related with a RevOps working session. This is a huge factor in maintaining alignment. You can not only establish your revenue goals, you can refine them with Sales, Marketing, and Success leadership, as well.
Consider starting with a 12-month plan. Make this a rolling plan. At the core of this plan should be the desire to continue the optimization of your growth goals and strategy. Then, break down your 12-month plan into quarterly goals. This helps teams to be even more tactical in the pursuit of a larger target.
Lastly, you must maintain and constantly emphasize the data that is driving the results. A dashboard, similar to the one provided by the Vertify RevOptics platform, allows you to keep a keen eye on the bottlenecks that your revenue team is facing each month. This is an objective view that empowers teams to stop pointing fingers and take ownership instead. This extreme ownership allows your teams to work together to build processes and make strategic shifts to solve the bottlenecks. Make this data available to everyone within the organization. This transparency is vital!
You are likely stepping into the unknown. You are, in many ways, like the first person to step foot on the moon. Perhaps that is a stretch, but you are embarking on a challenging, yet rewarding, new opportunity.
Being a trailblazer can be difficult, but you’re not alone and you do not have to go in blind. By following these steps and leaning on partners like Vertify, the system of record for RevOps, you can and will achieve great things on your path towards revenue team alignment and success.
You will know your RevOps processes are working when trust is the foundational driver of your committed revenue team. As your teams now work together to find prospects and move them through the funnel, you will start to reap the benefits of better forecasting, faster time to revenue, improved retention, and more customers that are willing to refer and pay more for your offering.
So, here you are — a few months into your new role as RevOps Manager. Now what?
Check back for our content series that is focused on the RevOps revolution to learn tips and tricks that can help you drive better processes and a faster time to revenue.
Author: Matt Klepac | CEO | Vertify