How Marketing Ops and Revenue Ops Can Better Support Remote Teams

Marketing and sales metrics are critical in guiding teams to the most effective customer acquisition strategies. Without data, it is impossible to know which efforts are driving results, how to continually improve your approach, or adapt to constant change. 

Gartner says, “For marketing to build a truly adaptive, customer-oriented strategies, a renewed focus on data is critical. Marketing leaders must identify the handful of data points that allow them to course-correct strategy, optimize operational plans and tactical execution.” 

The biggest challenge for many organizations is getting a comprehensive view of their data. Teams need to leverage an integrated, trusted data set to inform decisions, but data is often dispersed among multiple, disconnected systems. By integrating CRMs into the martech stack, such as Salesforce with Hubspot or Netsuite with Marketo, sales, marketing ops, and revenue ops teams have data that drives conversations and decisions across the organization.

Even with system integrations and cross-team collaboration, it isn’t always easy to get stakeholders on the same page. COVID continues to present unique challenges, as not everyone is physically together to review and discuss the data. 

Vertify makes it painless to collaborate on your most impactful metrics. It doesn’t matter if your team is still working remotely, back in the office, or working in a hybrid environment. Being able to present data in an easily-accessible way despite workplace differences is key to maintaining business continuity.

The Challenge with Remote Teams and How to Overcome

Sharing metrics on your screen or using a central laptop or tv screen for everyone to see key revenue dashboards doesn’t always work as it should. Cultivating that type of practice of visibility, clarity and collaboration can be easier when you can ensure your colleagues are looking at the same results and not limited by hardware or software. 

Maintaining a high degree of collaboration, even during a pandemic, can put you in the top 10% of those who are still able to grow their business. Here are some suggestions on how to maximize Vertify analytics and dashboards when working in the office and with remote teams.

Provide the Revenue Operations team access to shared metrics with shared links

Shared links give you an organization-specific URL for your dashboard. Shared links don’t need a login, but they do require the receiver to have the same email domain and be a user within RevOptics. As a reminder, Vertify doesn’t charge by the user and allows unlimited users, offering you the simplest way to give your teammates access to the analytics and dashboards. 

The best ways to use shared links are to add them to group channels in Slack or Microsoft Teams, emails, meeting documents, and internal wikis. Including them across multiple channels will ensure the easiest access to all, despite the way your people prefer to work. 

Invite people to your company’s account

Invite more users to your Vertify account so they can browse the available metrics, analyze their own data, and view the Revenue Impact Dashboard according to their own timelines.

“We invited and shared our Vertify metrics with our Head of Marketing,” said Craig Thompson, head of Business Analytics at Success Resources.  “We can now make decisions on where we need to focus more energy on the most successful method of delivery.”

Edit Invite a user

Install your dashboard in places the team spends most of their of time

Even with a shared link, as a key member of Marketing Operations, you’re typically used to going above and beyond. Place the shared link in your internal wiki or knowledge sharing repositories. At Vertify, we use Guru. 

CCS Fundraising embeds their information in their Sharepoint instance so it’s there any time a member of the team goes to check important processes or policies.

Reuse a laptop or old tablet in a central location

If you have an extra laptop or an old tablet collecting dust, you can connect it to a tv, mount it and use it as your control center for the dashboard in the office. The Vertify engineering team spends a lot of time ensuring optimal screen resolution for multiple devices.

Each one of our departments has their own TV that houses metrics and dashboards for their specific group. Luckily, the TV pictured below sits right between sales and marketing so they’re working off the same set of data. Hello Revenue Operations!

Use dashboards in your periodic meetings

Oftentimes, the best place to reference your dashboards are team meetings. It doesn’t matter if your team is all in the office, remote, or a combination of both. You still need to regularly visit the dashboards as a team to discuss the data and how team members can use it to inform their decisions and guide strategies.

Whether your meetings are agenda-based or Level 10s, like our leadership meetings, dashboards and reporting on metrics play a central role. Typically, dashboards act as a source of truth, help to remove bias, and generate deeper conversational topics among the team. 

Vertify can become a core solution to help shepherd your business through any work environment, whether it be temporary remote teams during Covid or permanent remote teams who could be dispersed geographically.

Share key metrics in Slack

The lack of in-office banter has had a significant impact on the work environment. Some of the most productive conversations happen outside of the conference room. 

If you are not working at the office with colleagues, Slack or Microsoft Teams communications may be the closest you get to casual or work talk that typically occurs in the break room or at the water cooler.

You don’t have to forego these regular office meetups. A great tip is to create a dedicated channel to post screenshots of key metrics or the entire dashboard on a daily basis. Then, keep track of the conversations that get spawned as a result of a controversial metric or KPI that peaks interest.

Author: Wayne Lopez | CPO | Vertify



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