Automating Revenue Ops in Hubspot With Vertify: Marketer’s Checklist

Automation started as a buzzword for tech organizations but quickly became a universal necessity for modern B2B and B2C organizations. The immediate benefits to marketing professionals are clear: you can schedule social media posts, set up email sequences triggered by different buyer behaviors, and score leads of varying intensities without direct human intervention (or even oversight). But when automation veers toward the whole of RevOps, the benefits can be much more substantive—if a little more complex.

Ultimately, the goal of shifting to a RevOps model of internal structuring is to foster unity and cohesive processes. HubSpot cites research showing that “Companies adopting RO&I solutions are reaping the benefits, with 41% reporting major quantifiable revenue benefits and 69% seeing revenue benefits overall.”

Those are robust statistics, but they focus on the company-wide view. Keep reading to explore the benefits marketers and marketing teams see from automation on a RevOps-wide scale. Then we’ll share our checklist of steps every marketer should check off their to-do list to reap those benefits best

Benefits of Automating RevOps

First, let’s explore the marketing benefits of adding automation throughout revenue operations. After all, getting your team on board for reorganizing your processes can be hard when they don’t see the direct value in their day-to-day activities. Here’s what your department can look forward to when everyone invests in automation.

Better RevOps Stops Pitting Salespeople and Marketers Against Each Other

For most organizations, there’s traditionally a bit of underlying tension between salespeople and marketers. Their goals simply didn’t align, and information didn’t flow in both directions. By changing promises and promotions in marketing campaigns, salespeople might be caught off guard. In contrast, marketing pros can feel frustrated that their campaigning and lead-scoring efforts go to waste when there’s no conversion. But RevOps automation can reduce these conflicts.

For example, automated tech stacks create a centralized place to update client records. Marketers and salespeople can see the history of customers and leads without requesting information or delving deep into manual records. Everyone knows the complete history of a customer. Salespeople can enter details (or have the information automatically filtered through based on the sales process) of what customers brought in by various campaigns’ value. Marketers can use this to revise future campaigns. Marketers, in turn, can more easily share the origins of leads, so salespeople know how to approach them.

Prioritize Returning Customers, Upsells, and Lifetime Customer Value

The numbers have been in on this point, and Constant Contact summed up the five most significant reasons to prioritize returning customers over new leads: they buy more (67% more), the sales are more straightforward, they’re cheaper, you can cultivate more loyalty, and retention is good for consistent business growth.

Without a focus on optimization and lifetime customer values, your marketing teams are incentivized to push as many leads as possible toward the sales department until there’s an endless wave of mostly lukewarm leads hitting the pipeline. They don’t have to care about customer experience — all that matters is getting them in the door. That’s bad for business, but that’s where the incentives line up. But when it flips to a focus on recurring business, suddenly, your marketing pros are invested in the customer experience from the first purchase to ongoing support to their next prospective purchase. 

Integrate Your Platforms Into a Cohesive Tech Stack

When everyone’s operating across multiple platforms that don’t speak to each other, there’s a lot of repetition and lost value. You may have people across each part of your RevOps team entering basic client information details, leading to duplicate accounts, wasted time, and inaccuracies. Your marketing messages also need to align with the customers’ real-time experiences. If there was a billing error, they don’t want an upsell message; if they just had a negative experience, you might wait on the Net Promoter Score survey link.

Some of the most critical business platforms SMBs and enterprise-level organizations use (and which organizations benefit the most from connecting) are:

  • Marketo
  • Magento
  • Bullhorn
  • Outreach
  • SalesLoft
  • Google Sheets
  • Quickbooks
  • Salesforce
  • NetSuite
  • Microsoft Dynamics
  • SugarCRM
  • Zoho
  • Shopify

With a modern RevOps automation and integration solution like Vertify, you can have all of these platforms and more integrate neatly with HubSpot, with no silos, hiccups, or annoyances.

Related: What Has Fueled the Rise of RevOps Across Industries?

Remove Data Silos to Find Unexamined Trends

The most significant benefit of all is better access to more data. Every business benefits from machine learning and AI tools that can help them personalize messages, manage bigger influxes of customers, and make more strategic financial decisions. But your tools can only find patterns in the data if they can access it. Integrations and automated triggers ensure your intelligent systems have real-time insights and alerts that can affect your marketing maneuvers, from budget forecasting to granular campaigns and account-based marketing.

CMO Marketing Checklist

Whether you’re the CMO, the marketing director, or someone who sees the light, moving forward on the path to automation is easier than ever. Still, you can optimize the process (for the sake of the data, people on your team, and smoother rollouts that ultimately improve customer experience) by following the steps below. Move through each one and check it off your to-do list on the path to automation that benefits your objectives.

Clean Up Your Lead Scoring Process

Everything, even automation, hinges on good core processes. Audit your criteria and systems to ensure it’s in a good spot. You can refine your lead scoring later as you get a better handle on customer insights throughout the rest of the customer cycle. But now’s the time to shake off legacy dead weight and broken processes.

Identify Custom Fields and Objects You Need

Every business is different. Custom fields and objects are essential to distinguish the factors that make a lead a better fit or a red flag. As you demo different options and test other processes, make sure you identify the things that just don’t fit into a primary platform so you can ensure they’re taken care of.

Create Personalized Permissions — Tied to Roles, Not Individuals

Because you’re looking at automation across the whole RevOps team, you already know only some people need the same permissions and access. Some people should have view-only rights to reports and admin-level features for some workflows. Work through your org chart to identify which levels of clearance work best. 

Pro Tip: If you create a profile based on “Senior Marketing Analyst” instead of “Jerry,” you can more easily duplicate the permissions set, make sure the license transfers over to the correct alternative in the event of turnover, and keep the setup consistent.

Choose the Right Training Solution

Some expert users can jump into an integrated tech stack and new software. Others will be tentative, impatient, or easily confused. Focusing on training is a good idea so everyone has the support they need. Decide what level of training should be mandatory and what level of training should be optimal.

Integrate Customer Profiles With Outgoing Marketing Tools

With the setup well underway, you can start enjoying the critical features of RevOps automation. The low-hanging (and still delicious) fruit is using the now much more comprehensive customer profiles for your marketing campaigns. Enrich email campaigns, customized offers, and website views with data that better aligns with visitors and audiences.

Related: When Is the Right Time to Start Thinking About Revops Data Automation?

Make Sure Your Customer Support Tools Feed Into Your Customer Profiles

At the same time, make sure you’re getting more and more customer information from your adjacent teams. A big client is up for renewal—did they have any customer support issues? What pain points can you preempt? Make sure help and support tools feed the histories and account-specific incidents to the same profiles your marketers use.

Check In With Every RevOps Team, Not Just Your Marketers

This checklist focuses on bringing critical benefits to the marketing team. This relies on everyone in the revenue operations part of the business using the automated systems and integrated tech stack. Complications or inconveniences outside your visual field will impact the quality of the data you share. So check in with everyone’s team to see what needs to be tweaked to create a smoothly running system.

Keep Track of Historical Data

During year one of automation, a lot of benefits kick in. But things get even better in year two because you have access to historical data, longer data trails of how clients interacted with your organization, and more. Start thinking about how you will use these insights to the best effect.

See What RevOps Automation Brings to the Table for Marketing Teams With Vertify

With Vertify, you can automate customer upsells to churn reduction and personalized outreach. Your team can achieve more extraordinary things when your systems work together and have automated processes that kick into gear reliably. Contact us today to schedule a demo and see what an automation platform can do for marketing efforts in the new year.

2020 Headshots 15

Matt Klepac