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#B2BSMX
Secret to Successful B2B Marketing:
Revenue Operations
Charm Bianchini | VP Growth Marketing
LeanData
@charmbianchini
#B2BSMX
Agenda
Top Challenges for B2B Teams
Revenue Operations
GTM Motions
Revenue Operations Framework
#B2BSMX
Top Challenges from High-Growth B2B Teams
SALESOPSMARKETING SALESOPSMARKETING
“Someone from my
target account attended
a webinar, and I didn’t
even know!”
“Our prospects and
customers are
getting a poor buying
experience.”
“I don’t know if
Sales is following
up with our trade
show leads.”
“I have no idea how
many VPs from target
account leads
registered for our
event.”
“If Sales doesn’t update
Salesforce how will we
understand the impact of
our campaigns”
“Why was she
assigned leads
from my target
accounts?!”
“We have too
many initiatives
going on.”
“We keep adding new
reps and changing our
model every 3-6
months.
“Reps step on each
other’s toes and
blame Ops for
everything.”
#B2BSMX
UNKNOWN TODAY
DIRECT
SALES
CHANNEL
SALES
1950s
MODERN
MARKETING
1980
DATABASE
MARKETING
1985
INSIDE
SALES
1991
CRM
invented
CUSTOMER SUCCESS
INBOUND MARKETING
SOCIAL SELLING
DEMAND WATERFALL
ACCOUNT-BASED
MARKETING
DEMAND UNIT WATERFALL
SALES AUTOMATION
#OFGTMMOTIONS
TIME
ECOMMERCE
EMAIL
MARKETING
CONTENT MARKETING
Marketing Automation
invented
???
Accelerated Pace of GTM Change
#B2BSMX
70%
New, large-scale
strategic initiatives
fail
84%
Marketing programs
are decidedly
second-rate
Copernicus Marketing ConsultingMcKinsey & Company
…But Most GTM Change Initiatives Fall Short
#B2BSMX
Culture
Data
Process
Why Do They Fail?
#B2BSMX
Culture
Data
Process
Lack buy-in
Poor communication
Why Do They Fail?
#B2BSMX
Culture
Process
Data
Need right data
Not actionable
Why Do They Fail?
#B2BSMX
Culture
Process
Data
Complex
Not accessible
Why Do They Fail?
#B2BSMX
What Happens If You Do Not
Optimize Your GTM Strategies?
#B2BSMX
Poor Execution Slows Time to Revenue
SILOED TEAMS
WITH NO
ORCHESTRATION
MULTIPLE
GTM MOTIONS
MULTIPLE
DISCONNECTED
DATA SYSTEMS
OPS
• Inefficient Processes
• Inaccurate Data
• Lack of Coordination
COMPANY
• Lower Rep Productivity
• Broken Buyer Experience
• Slower Revenue Growth
THE RESULT:
#B2BSMX
Key to Success? Revenue Operations
Adopting a Revenue Ops strategy
helps unify people, data and
processes across the revenue chain.
“B2B businesses that align
their revenue engines
grow 12 to 15 times faster
than their peers and are
34% more profitable.”
– SiriusDecisions
#B2BSMX
Form a Dream Team with Revenue Operations
PARTNER
OPS
CUSTOMER
OPS
SALES
OPS
MARKETING
OPS
CUSTOMER
SUCCESS
SALESMARKETING
PARTNER
CHANNEL
Revenue
Ops
#B2BSMX
How Can Rev Ops Benefit B2B Teams?
SALESMARKETING
 Improve Team Productivity
 Create Annual Plans and Track
Actuals
 Reduce Sales Cycle Time
 Optimize GTM Tactics
 Win Back Lost / Competitive Deals
 Analyze Sales Touches
 Help Implement New Strategies
 Create Annual Plans and Track
Actuals
 Align Teams with the Right Data
 Ensure Leads Get Speedy Response
 Improve Marketing ROI
 Analyze Marketing Touches
#B2BSMX
GTM Strategy: Inbound
#B2BSMX
 Too little/too much volume
 Point of diminishing returns
 Delivering leads quickly to Sales
 Complex sales territories and
turnover
 Marketing leads lost in the system
 Poor buying experience with
multiple people or (no one)
reaching out
Inbound Challenges
#B2BSMX
 Segment & prioritize incoming leads
(score, source, opp stage)
 Create SLAs for proper follow up
 Identify and route leads to the right
AE/ADR
 Nurture leads until MQL/MQA
Inbound Best Practices
#B2BSMX
 A basic contract that details the nature, quality,
and scope of the service to be provided
 Sales and Marketing to work together on:
 Definitions
 Rules of engagement
 Expectations
 Timeframe
 Etc.
 Rev Ops to implement and report out on SLAs
regularly
Inbound Win #1: Create Service Level Agreements
#B2BSMX
 Pre-conference list:
 Marketing to append contact information in 24
hours
 ADRs to set meetings and do a call blitz on list in 24
hours
 During show:
 Use Slack channel for all booth visitors
 ADRs at HQ to monitor Slack channel hourly, grab
notes, and write personalized follow up emails to go
out 48 hours after event
 Post show:
 Marketing to provide leads and summary of events
 ADRs to call leads within 24 hours
 Rev Ops to report on show metrics as well as ROI
Example SLA: Tradeshows
#B2BSMX
z
 Rev Ops to create and manage sophisticated routing to
handle all business needs
 Round Robin (Working Hours, Capping, Vacations)
 Time-Based Routing
 Opportunity Routing
 Case Routing
 Account-based Routing
 Rerouting if SLA failure
 Etc.
 Rev Ops to monitor daily, nudge teams and send reports
 Continuous optimization on routing rules by Rev Ops
Inbound Win #2: Route with Precision
#B2BSMX
 Drop into:
 Sales Automation System
 Outreach
 SalesLoft
 Marketing Automation System
 Nurture streams
 Marketing emails
 Rev Ops to manage integrations and optimize
Sales and Marketing technology stack
Inbound Win #3: Automate Follow Up
#B2BSMX
GTM Strategy: Account-Based
Marketing
#B2BSMX
 Executives not bought in
 Marketing and Sales not aligned
 Poor lead/company data quality
 Lack of visibility at the account level and
ability to notify teams
 Takes a long time to show results
ABM Challenges
23
#B2BSMX
 Get buy-in and alignment across teams
 Spend a good amount of time selecting the
right accounts
 Make sure account data can be seen by all
 Work together on personalized, account
plans and programs
ABM Best Practices
24
#B2BSMX
 Numerous tools and data living in multiple
systems
 Match leads to accounts (L2A) for visibility at
the account level
 Clean your data on a regular basis
 Rev Ops to bring all data together for
wholistic view
ABM Win #1: Unify Your Data
#B2BSMX
ABM Win #2: Make Data Actionable
 Wholistic view of what is happening at account
level
 Provide data in real-time to align Sales and
Marketing
 Ensure leads are routed to correct accounts
 Notify Sales and Marketing when target
accounts engage in meaningful ways
 Rev Ops to analyze and reveal insights
#B2BSMX
ANALYTICS
 Analyze impact of Sales and Marketing campaigns on
pipeline and revenue
 Optimize investments for pipeline and revenue
 ABM metrics are different than DG metrics
 Focus on quality rather than volume
 Good metrics to track:
 Coverage
 Account engagement
 Meetings
 MQAs
 Pipeline/Revenue
 Rev Ops to analyze data and report out to key
stakeholders
ABM Win #3: Track the Right Metrics
#B2BSMX
Example: Analyze the Buyer’s Journey
28
#B2BSMX
Example: Understand Campaign Influence
#B2BSMX
Example: Measure MT Program Attribution
30
#B2BSMX
GTM Strategy: Hybrid
#B2BSMX
 Select the correct GTM strategies to impact
the right areas of the business
 Route leads to the right reps per GTM
motion
 Lack of communication and confusion on
strategies
32
Hybrid Challenges
#B2BSMX
 Separate marketing efforts by business
unit/segment
 Focus and specialize in certain markets
 Leverage Rev Ops to create a POR and manage
reporting for various GTM motions
33
Hybrid Best Practices
#B2BSMX
 Establish Plan of Record for each GTM motion
 Determine breakdown for each group and
percentage to drive:
 Sales
 Marketing
 Partner
 ADRs
 Rev Ops to create plans for company, pull
numbers for all meetings, and communicate
results regularly
Hybrid Win #1: Build POR for GTM Motions
#B2BSMX
AWARENESS CONSIDERATION DECISION
OUTBOUND
AE/ADRs
ABM
Aligned sales and
marketing around
demand units,
aligned with
channel partners
UPSELL
Cross-sell motions
BUYER / CUSTOMER
LIFECYCLE
MEASUREMENT/OPTIMIZATION
INBOUND
Meetings/inbound
ADVOCACY
PLANNING
Plan of Record
Go-to-Market Execution
Hybrid Win #2: Map Value across the Revenue Chain
#B2BSMX
Revenue Operations Framework
#B2BSMX
TOPO Revenue Operations Framework
#B2BSMX
TOPO How to Get Started with Rev Ops
#B2BSMX
 Multiple GTM motions can result in lost revenue if not
optimized and managed
 Rev Ops can help B2B teams:
 Improve the buyer experience
 Align Sales and Marketing
 Increase speed to revenue
 Grow the business
 B2B Marketers can rely on Rev Ops for program
execution improvement, faster lead delivery and
increased ROI
Key Takeaways
#B2BSMX
LeanData Is the Revenue Ops Platform Leader
CRM
APIs & INTEGRATIONS
GTM
PLANNING
GTM
EXECUTION
GTM
ANALYTICS SALES STACKMARKETING STACK
#B2BSMX
Attend OpsStars Nov 19-21 in San Francisco
 Over 2,500 attendees
 Bringing together Marketing, Sales and
Operations together
 Practitioner and Executive-level sessions
 Tickets are FREE before Oct 1st
 Register at https://ops-stars.com
#B2BSMX
Thank You
@charmbianchini

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The Secret to Successful B2B Marketing: Revenue Operations

  • 1. #B2BSMX Secret to Successful B2B Marketing: Revenue Operations Charm Bianchini | VP Growth Marketing LeanData @charmbianchini
  • 2. #B2BSMX Agenda Top Challenges for B2B Teams Revenue Operations GTM Motions Revenue Operations Framework
  • 3. #B2BSMX Top Challenges from High-Growth B2B Teams SALESOPSMARKETING SALESOPSMARKETING “Someone from my target account attended a webinar, and I didn’t even know!” “Our prospects and customers are getting a poor buying experience.” “I don’t know if Sales is following up with our trade show leads.” “I have no idea how many VPs from target account leads registered for our event.” “If Sales doesn’t update Salesforce how will we understand the impact of our campaigns” “Why was she assigned leads from my target accounts?!” “We have too many initiatives going on.” “We keep adding new reps and changing our model every 3-6 months. “Reps step on each other’s toes and blame Ops for everything.”
  • 4. #B2BSMX UNKNOWN TODAY DIRECT SALES CHANNEL SALES 1950s MODERN MARKETING 1980 DATABASE MARKETING 1985 INSIDE SALES 1991 CRM invented CUSTOMER SUCCESS INBOUND MARKETING SOCIAL SELLING DEMAND WATERFALL ACCOUNT-BASED MARKETING DEMAND UNIT WATERFALL SALES AUTOMATION #OFGTMMOTIONS TIME ECOMMERCE EMAIL MARKETING CONTENT MARKETING Marketing Automation invented ??? Accelerated Pace of GTM Change
  • 5. #B2BSMX 70% New, large-scale strategic initiatives fail 84% Marketing programs are decidedly second-rate Copernicus Marketing ConsultingMcKinsey & Company …But Most GTM Change Initiatives Fall Short
  • 10. #B2BSMX What Happens If You Do Not Optimize Your GTM Strategies?
  • 11. #B2BSMX Poor Execution Slows Time to Revenue SILOED TEAMS WITH NO ORCHESTRATION MULTIPLE GTM MOTIONS MULTIPLE DISCONNECTED DATA SYSTEMS OPS • Inefficient Processes • Inaccurate Data • Lack of Coordination COMPANY • Lower Rep Productivity • Broken Buyer Experience • Slower Revenue Growth THE RESULT:
  • 12. #B2BSMX Key to Success? Revenue Operations Adopting a Revenue Ops strategy helps unify people, data and processes across the revenue chain. “B2B businesses that align their revenue engines grow 12 to 15 times faster than their peers and are 34% more profitable.” – SiriusDecisions
  • 13. #B2BSMX Form a Dream Team with Revenue Operations PARTNER OPS CUSTOMER OPS SALES OPS MARKETING OPS CUSTOMER SUCCESS SALESMARKETING PARTNER CHANNEL Revenue Ops
  • 14. #B2BSMX How Can Rev Ops Benefit B2B Teams? SALESMARKETING  Improve Team Productivity  Create Annual Plans and Track Actuals  Reduce Sales Cycle Time  Optimize GTM Tactics  Win Back Lost / Competitive Deals  Analyze Sales Touches  Help Implement New Strategies  Create Annual Plans and Track Actuals  Align Teams with the Right Data  Ensure Leads Get Speedy Response  Improve Marketing ROI  Analyze Marketing Touches
  • 16. #B2BSMX  Too little/too much volume  Point of diminishing returns  Delivering leads quickly to Sales  Complex sales territories and turnover  Marketing leads lost in the system  Poor buying experience with multiple people or (no one) reaching out Inbound Challenges
  • 17. #B2BSMX  Segment & prioritize incoming leads (score, source, opp stage)  Create SLAs for proper follow up  Identify and route leads to the right AE/ADR  Nurture leads until MQL/MQA Inbound Best Practices
  • 18. #B2BSMX  A basic contract that details the nature, quality, and scope of the service to be provided  Sales and Marketing to work together on:  Definitions  Rules of engagement  Expectations  Timeframe  Etc.  Rev Ops to implement and report out on SLAs regularly Inbound Win #1: Create Service Level Agreements
  • 19. #B2BSMX  Pre-conference list:  Marketing to append contact information in 24 hours  ADRs to set meetings and do a call blitz on list in 24 hours  During show:  Use Slack channel for all booth visitors  ADRs at HQ to monitor Slack channel hourly, grab notes, and write personalized follow up emails to go out 48 hours after event  Post show:  Marketing to provide leads and summary of events  ADRs to call leads within 24 hours  Rev Ops to report on show metrics as well as ROI Example SLA: Tradeshows
  • 20. #B2BSMX z  Rev Ops to create and manage sophisticated routing to handle all business needs  Round Robin (Working Hours, Capping, Vacations)  Time-Based Routing  Opportunity Routing  Case Routing  Account-based Routing  Rerouting if SLA failure  Etc.  Rev Ops to monitor daily, nudge teams and send reports  Continuous optimization on routing rules by Rev Ops Inbound Win #2: Route with Precision
  • 21. #B2BSMX  Drop into:  Sales Automation System  Outreach  SalesLoft  Marketing Automation System  Nurture streams  Marketing emails  Rev Ops to manage integrations and optimize Sales and Marketing technology stack Inbound Win #3: Automate Follow Up
  • 23. #B2BSMX  Executives not bought in  Marketing and Sales not aligned  Poor lead/company data quality  Lack of visibility at the account level and ability to notify teams  Takes a long time to show results ABM Challenges 23
  • 24. #B2BSMX  Get buy-in and alignment across teams  Spend a good amount of time selecting the right accounts  Make sure account data can be seen by all  Work together on personalized, account plans and programs ABM Best Practices 24
  • 25. #B2BSMX  Numerous tools and data living in multiple systems  Match leads to accounts (L2A) for visibility at the account level  Clean your data on a regular basis  Rev Ops to bring all data together for wholistic view ABM Win #1: Unify Your Data
  • 26. #B2BSMX ABM Win #2: Make Data Actionable  Wholistic view of what is happening at account level  Provide data in real-time to align Sales and Marketing  Ensure leads are routed to correct accounts  Notify Sales and Marketing when target accounts engage in meaningful ways  Rev Ops to analyze and reveal insights
  • 27. #B2BSMX ANALYTICS  Analyze impact of Sales and Marketing campaigns on pipeline and revenue  Optimize investments for pipeline and revenue  ABM metrics are different than DG metrics  Focus on quality rather than volume  Good metrics to track:  Coverage  Account engagement  Meetings  MQAs  Pipeline/Revenue  Rev Ops to analyze data and report out to key stakeholders ABM Win #3: Track the Right Metrics
  • 28. #B2BSMX Example: Analyze the Buyer’s Journey 28
  • 30. #B2BSMX Example: Measure MT Program Attribution 30
  • 32. #B2BSMX  Select the correct GTM strategies to impact the right areas of the business  Route leads to the right reps per GTM motion  Lack of communication and confusion on strategies 32 Hybrid Challenges
  • 33. #B2BSMX  Separate marketing efforts by business unit/segment  Focus and specialize in certain markets  Leverage Rev Ops to create a POR and manage reporting for various GTM motions 33 Hybrid Best Practices
  • 34. #B2BSMX  Establish Plan of Record for each GTM motion  Determine breakdown for each group and percentage to drive:  Sales  Marketing  Partner  ADRs  Rev Ops to create plans for company, pull numbers for all meetings, and communicate results regularly Hybrid Win #1: Build POR for GTM Motions
  • 35. #B2BSMX AWARENESS CONSIDERATION DECISION OUTBOUND AE/ADRs ABM Aligned sales and marketing around demand units, aligned with channel partners UPSELL Cross-sell motions BUYER / CUSTOMER LIFECYCLE MEASUREMENT/OPTIMIZATION INBOUND Meetings/inbound ADVOCACY PLANNING Plan of Record Go-to-Market Execution Hybrid Win #2: Map Value across the Revenue Chain
  • 38. #B2BSMX TOPO How to Get Started with Rev Ops
  • 39. #B2BSMX  Multiple GTM motions can result in lost revenue if not optimized and managed  Rev Ops can help B2B teams:  Improve the buyer experience  Align Sales and Marketing  Increase speed to revenue  Grow the business  B2B Marketers can rely on Rev Ops for program execution improvement, faster lead delivery and increased ROI Key Takeaways
  • 40. #B2BSMX LeanData Is the Revenue Ops Platform Leader CRM APIs & INTEGRATIONS GTM PLANNING GTM EXECUTION GTM ANALYTICS SALES STACKMARKETING STACK
  • 41. #B2BSMX Attend OpsStars Nov 19-21 in San Francisco  Over 2,500 attendees  Bringing together Marketing, Sales and Operations together  Practitioner and Executive-level sessions  Tickets are FREE before Oct 1st  Register at https://ops-stars.com

Editor's Notes

  1. Fragmented GTM Approaches Stall Business Performance
  2. Revenue Ops Aligns the Revenue Chain