Overview of the Revenue Operations team including objectives, structure, and responsibilities. This team combines marketing, sales, and customer ops into a single groups that delivers a better customer experience and more efficient revenue organization.

1. Revenue Operations 101
with Joe Gelata
@RevenueEngineer

2. Introduction
• Joe Gelata
• Revenue Ops & Demand Gen
• @Vidyard
• Sales & Marketing
• B2B Tech
• Revenue Engineer Blog
@RevenueEngineer

3. History of Revenue
Sales
- Close revenue
from outbound
leads
Marketing
- Expand and
accelerate
funnel by
adding inbound
leads
- Sales
marketing gap
emerges
Sales & Marketing Ops
- Increase
efficiency of
Sales/
Marketing
- Siloes grow
gap
CRO
- Revenue
Strategist
designed to
close gap
- Executive link
but no
executional
support
CMT
- Gives
Marketing Ops
a C-seat
- Driving tech
across
Marketing
- Doesn’t add
value across
funnel
@RevenueEngineer

4. The Struggle is Real
Sales & Marketing gap
still exists
Fundamental
problem: no
alignment at
executional level
Let’s fix it!
@RevenueEngineer

5. Revenue Evolution
Revenue Operations
• Goal: Increase revenue performance
• Align & optimize revenue process & tech
across the funnel
• Single group across Sales & Marketing
• Manage the Revenue Engine
@RevenueEngineer

6. Revenue Operations
Insights
Solution
Development
Implementation
Enablement
@RevenueEngineer

7. Insights
• Full funnel reporting for entire organization
• Identify gaps and opportunitiesAnalysis
• Monitor volume in the funnelReach
• Ensure each funnel stage is converting at optimal levelConversion
• Ensure funnel is flowing quicklyVelocity
• Track the influence each initiative has on Reach, Conversions and Velocity
• Determine which initiatives have the highest ROIInfluence & Return
@RevenueEngineer

8. Solution Development
• Promote experimentation across entire revenue process
• Growth hackingExperimentation
• Work with all stakeholders to understand challenges and
opportunitiesConsult
• Understand available best practices
• Peer learningResearch
• Design customized solutions to support the entire revenue
organizationDesign
• Incorporate technology when it can support processTechnology
@RevenueEngineer

9. Implementation
• Plan all aspects of projects
• Work with all stakeholdersProject Planning
• Evaluation & select of technology
Technology
Selection
• Manage project and implementation process
• Interface management
Project
Management
• Streamline project delivery processImprovement
@RevenueEngineer

10. Enablement
• New and ongoing training for
usersTraining
• Ensure processes are followed
• Work with group leaders
Governance
• Manage systems so stakeholders
can focus on their core objectives
System
Administration
@RevenueEngineer

11. Structure
Revenue Operations
Marketing Sales
Customer
Experience
CRO
@RevenueEngineer

12. Structure
CEO
CRO
Marketing
Marketers
Marketing
Ops
Sales
Reps
Sales Ops
Customer
Support
Success
Revenue
Operations
@RevenueEngineer

13. When to Implement
1) Insight
Building
@RevenueEngineer

14. When to Implement
1) Insight
Building
2) Full
Deployment
@RevenueEngineer

15. Implementation & Buy-in
Centralized
Reporting
• Improve
investment
decisions &
predictability
of results
System
Administration
• Efficiency
gains via
shared
resources
and tools
Solution
Development
• Natural
evolution of
Insights +
Systems
• Broader
focused
solutions
@RevenueEngineer

16. Future of Revenue
IQLs and IQAs
Marketing
& Sales
100%
aligned
Intent as
major
source of
pipeline
Inbound &
outbound
converging
@RevenueEngineer

17. Q & A
Joe Gelata
@RevenueEngineer
www.revenue-engineer.com
@RevenueEngineer