"The State of Revenue Operations" presented by Karen Steele at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.
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The only metric that matters:
Revenue Growth
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Problems with Revenue Growth
Culture
Data
Process
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Problems with Revenue Growth
Culture
Data
Process
Hiring in siloes
Poor communication
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Problems with Revenue Growth
Culture
Process
Data
Wrong or unproven metrics
Poor data quality
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Problems with Revenue Growth
Culture
Process
Data
No processes for distribution
Ops involved as afterthought
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What you need: Revenue Ops
Culture
Process
Data
The Domain of Revenue Ops
Without integrating Revenue Ops
into the complete GTM lifecycle,
you increase the likelihood of
failure
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The insights-driven decision
making required by modern
marketing and sales is a threat to
organizations with insufficient
operations talent and resources. If
ops activity stopped moving
forward, the go-to-market wheel
would stop turning.
“
Allison Snow
Senior Analyst, Forrester
@TwitterHandle #FlipMyFunnel
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How to be successful with
Revenue Ops
@TwitterHandle #FlipMyFunnel
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Step 1. Align all teams
around Revenue Ops
Driving revenue is a
hybrid responsibility
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Step 2. Connect data to
people to drive revenue
faster
What you will need –
• Data model
• Common data
vocabulary
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Enable the GTM Data Model
GTM Strategies
InboundOutbound
ABM
Speed to Lead
Partners
Product Type
Lead Scoring
Persona
Based
Demand Unit
Waterfall
Align GTM
teams on the
same metrics
Revenue
Ops
Data Model
Lead-to-Account Matching
Routing
Marketing Attribution
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Take Aways
Systematize data model for RevOps
Evaluate your RevOps team model
Determine shared Sales & Marketing metrics for RevOps