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Delivering a Predictable Pipeline: B2B Revenue Ops Success Framework

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Presentation deck from Dreamforce OpsStars breakout session

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Delivering a Predictable Pipeline: B2B Revenue Ops Success Framework

  1. 1. Delivering a Predictable Pipeline: A B2B Revenue Ops Success Framework and Maturity Model Matt Heinz President, Heinz Marketing Inc @heinzmarketing
  2. 2. HOUSEKEEPING ① Copy of this deck ② Freebies! ① Full Funnel Marketing (the book) ② Sales Velocity Calculator ③ KPI Metrics Architecture ④ Matt’s bacon recipe ③ Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want!
  3. 3. Why is selling so hard today?
  4. 4. Is it how we sell? …. how they buy?
  5. 5. Impact on the entire lifecycle
  6. 6. What has changed?
  7. 7. Five customer changes impacting your success
  8. 8. Your customers are: 1. Busier than ever
  9. 9. Your customers are: 1. Busier than ever 2. Self-educated
  10. 10. When do they call you?
  11. 11. 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful Your customers are:
  12. 12. Your customers are: 1. Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you!
  13. 13. So what IS working today?
  14. 14. 4 Lessons from The Challenger Sale
  15. 15. Let’s not pretend this is new…
  16. 16. 1. How you sell is more important than what you sell
  17. 17. 2. Challengers teach, tailor & take control
  18. 18. 3. The value of your insights trumps the quality of your product
  19. 19. 4. Be memorable, not agreeable
  20. 20. How do you break through?
  21. 21. The Five Foundations of Customer Commitment
  22. 22. The Five Foundations of Customer Commitment 1. Attention
  23. 23. The Five Foundations of Customer Commitment 1. Attention 2. Interest
  24. 24. The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust
  25. 25. The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction
  26. 26. The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
  27. 27. The Five Foundations of Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
  28. 28. The buyer’s journey
  29. 29. The Revenue Operations Success Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success
  30. 30. Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Plan & Understand Execute Measure
  31. 31. The Revenue Ops Success Framework: Plan & Understand Target Market Sales Cycle Team Message Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation
  32. 32. The RevOps Success Framework: Execute Reach Enabling Technology Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking
  33. 33. The RevOps Success Framework: Measure Metrics of Success Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
  34. 34. The Revenue Operations Success Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success Segments, Ideal Customer Profile(s), target & prioritized accounts, personas, qualification criteria, list building Length of time, number of meetings, decision process, buyer journey, deal size (how people buy) Roles and responsibilities, skills structure, hand-offs, prospecting->engagement->closing->onboarding “Point of view”, value proposition, subject matter expertise (need/outcome), trust validation Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
  35. 35. Initial Ad-Hoc Defined Managed Optimized Target Market Lack of clearly defined target market and Ideal Customer Profile (ICP), no personas Limited/assumption-based approach to market/customer. Limited to no qualification criteria defined Ideal Customer Profile defined, personas defined and articulated Known accounts, defined and agreed to qualification criteria, defined and confirmed personas Iterative approach to target account identification, dynamic personas, qualification criteria drives targeting Sales Cycle No known or defined repeatable approach Ad hoc approach & understanding of how customer buys Understood time and decision making process, friction remains Known and articulated buying journey, enablement focus Selling process aligned with buying process, all known friction removed Team Undefined roles and responsibilities, no skills mapping/development Major functional roles defined, high churn, low performance Roles, responsibilities, and competency profiles defined and operational Responsibilities and hand-offs known and operational, team is performing Aligned team structure, career path and skill milestones Message No unified message and/or compelling value proposition Confusing and disorganized message, no consistency and company-centric Defined messaging and positioning mapped to audience, speaking to market and needs vs. feature/benefit Content editorial calendar in place, major trust validation content in production, defined industry “point of view” Versioned strategic messaging framework approach, content editorial calendar speaks to customer need/outcome Reach One-off bulk emails, direct ask outreach “Every person for themselves” with no coordination Sales playbook(s) in place but used for reference vs. execution Coordinated efforts among email, phone, online, offline channels Integrated and executed outreach “plays” across channels Enabling Technology Limited to no real technology in place. Basic email, phone, spreadsheets Individual purchase decisions drive technology, low utilization, no integrated plan Major categories purchased and in place, some coordination among teams All current tools configured and utilized to justify expenditures Technology aligned with process, approach in place to test new tools Metrics of Success Random and inconsistent measurement Individual teams and contributors track and promote their metrics Major categories tracked but bias towards actions vs. outcomes Alignment around creating opportunities and revenue contribution across all activities Full funnel measurement and accountability A Revenue Operations Maturity Model
  36. 36. Sales + Marketing = Predictable Pipeline Process Focus Sales Marketing Define Target Market Support Lead Understand Sales Cycle Lead Support Build and Train Team Lead Lead Create Compelling Message Support Lead Reach Prospects Support Lead Choose Enabling Technology Lead Lead Apply Metrics of Success Lead Lead
  37. 37. A 3 Phase Approach REVIEW DESIGN DEPLOY
  38. 38. The Revenue Ops Review Audit 1. Ideal Customer Profile defined and approved? 2. Target personas for all involved in buying process? 3. Messaging by audience? 4. Compelling positioning? 5. Content mapped to funnel stage? 6. Internal sales process defined? 7. Aligned metrics and incentives?
  39. 39. Conduct a Revenue Ops Review Review Step Details Ideal Customer Profile defined and approved? Definition includes attributes of your “best” customers – lifetime value, revenue growth, satisfaction, etc Target personas for all involved in buying process? Who can say yes? Who can say no? Who slows things down? Messaging by audience? Speak to their need and desired outcome Compelling positioning? Rats vs. Dents Content mapped to funnel stage? Not about you, about them Internal sales process defined? What happens when? Who does what? Aligned metrics and incentives? Are you closing to the right thing?
  40. 40. Designing Your Revenue Ops Process • Take inventory of where you are • Be methodical and intentional • Use an iterative approach • Focus on building pipeline
  41. 41. Design Your Revenue Ops Process 1. Understand your target customer 2. Know what a qualified lead looks like 3. Emphasize needs and outcomes in messaging 4. Understand your conversion rates 5. Always follow up 6. Engage in context 7. Understand how your customer buys 8. Get on the same side o fthe table 9. Get a purchase commitment 10. Closed/won is the end of the beginning
  42. 42. Use an Iterative Execution Optimization Framework
  43. 43. Iterative Framework Detail Stage Steps Detail Identify Target Opportunities 1. Scan market 2. Develop hypotheses 3. Understand need/outcome • What problem do we solve? • Who has this problem? • Do they spend money on it? • Do we deliver the desired outcome? Create Standard Approach 1. Value proposition & messaging 2. Consumable Content 3. Path to target audience • Articulate understanding of need • Structure value proposition • Create “anchor” content • How and where does target audience consume content? Execute & Review Campaign 1. Deploy Playbook 2. Review results 3. Adjust approach • Structure test – budget and program • Compare to assumptions • Success? Adjust campaign • Failure? Move to next opportunity
  44. 44. Suggested Weekly Agenda Agenda Item. Detail Opportunities Created & Deals Closed Compared to previous time period, where did they come from, how do we get more of them? Process Improvements What needs attention/is working well? Restate/Review Qualified Lead Definition Are we engaging the right accounts and contacts? Service Level Agreement (SLA) Do we have the right skills in place? Training needed? Open headcount? Major activities until next meeting What is happening next? Marketing campaigns? PR activity? Sales contests?
  45. 45. Focus on Continuous Improvement
  46. 46. HOUSEKEEPING ① Copy of this deck ② Freebies! ① Full Funnel Marketing (the book) ② Sales Velocity Calculator ③ KPI Metrics Architecture ④ Matt’s bacon recipe ③ Send me an email (matt@heinzmarketing.com) or bring me a business card with what you want!
  47. 47. Matt Heinz President Heinz Marketing Inc @heinzmarketing matt@heinzmarketing.com Thank you!

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