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Delivering a Predictable Pipeline-A B2B Revenue Ops Success Framework and Maturity Model
- 1. Delivering a PredictablePipeline: A B2B Revenue Ops Success Framework and Maturity Model Matt Heinz President, Heinz Marketing Inc @heinzmarketing
- 2. HOUSEKEEPING ① Copy ofthis 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. Why is sellingso hard today?
- 4. Is it howwe sell? …. how they buy?
- 5. Impact on theentire lifecycle
- 6.
- 7. Five customer changesimpacting your success
- 8. Your customers are: 1.Busier than ever
- 10. Your customers are: 1.Busier than ever 2. Self-educated
- 11. When do theycall you?
- 12. 1. Busier thanever 2. Self-educated 3. Skeptical 4. Distrustful Your customers are:
- 13. Your customers are: 1.Busier than ever 2. Self-educated 3. Skeptical 4. Distrustful 5. Jaded 6. A lot like you!
- 14. So what ISworking today?
- 15. 4 Lessons fromThe Challenger Sale
- 16. Let’s not pretendthis is new…
- 17. 1. How yousell is more important than what you sell
- 18. 2. Challengers teach,tailor & take control
- 19. 3. The valueof your insights trumps the quality of your product
- 20. 4. Be memorable,not agreeable
- 21. How do youbreak through?
- 22. The Five Foundationsof Customer Commitment
- 23. The Five Foundationsof Customer Commitment 1. Attention
- 24. The Five Foundationsof Customer Commitment 1. Attention 2. Interest
- 25. The Five Foundationsof Customer Commitment 1. Attention 2. Interest 3. Trust
- 26. The Five Foundationsof Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction
- 27. The Five Foundationsof Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
- 28. The Five Foundationsof Customer Commitment 1. Attention 2. Interest 3. Trust 4. Interaction 5. Engagement
- 29.
- 30. The Revenue Operations SuccessFramework Target Market Sales Cycle Team Message Reach Enabling Technology Metrics of Success
- 31. Target Market Sales Cycle Team Message Reach Enabling Technology Metricsof Success Plan & Understand Execute Measure
- 32. The Revenue OpsSuccess 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
- 33. The RevOps SuccessFramework: Execute Reach Enabling Technology Phone, email, social, IRL, events. The playbooks and outreach flows to contact prospects. Contact details, automated outreach/nurture, deal tracking
- 34. The RevOps SuccessFramework: Measure Metrics of Success Contacts created, leads generated, opportunities created, connect rates, conversion rates, revenue contribution
- 35. The Revenue Operations Success Framework Target Market Sales Cycle Team Message Reach Enabling Technology Metricsof 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
- 36. Initial Ad-Hoc DefinedManaged 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
- 37. 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
- 38. A 3 PhaseApproach REVIEW DESIGN DEPLOY
- 39. The Revenue OpsReview 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?
- 40. Conduct a RevenueOps 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?
- 41. Designing Your RevenueOps Process • Take inventory of where you are • Be methodical and intentional • Use an iterative approach • Focus on building pipeline
- 42. Design Your RevenueOps 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
- 43. Use an IterativeExecution Optimization Framework
- 44. Iterative Framework Detail StageSteps 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
- 45. Suggested Weekly Agenda AgendaItem. 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?
- 46. Focus on ContinuousImprovement
- 47. HOUSEKEEPING ① Copy ofthis 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!
- 48. Matt Heinz President Heinz MarketingInc @heinzmarketing matt@heinzmarketing.com Thank you!