RevOps: What Is It and Why Should COOs Care?

1
RevOps: What Is It and Why
Should COOs Care?

The Consumer World is
Personalized, and On-Demand
www.revenuerefinery.com 2
When planning a recent trip to San Francisco, I could do all of this at 1:00 AM,
from my couch, on my phone, while watching SNL.
Book a place to stay Order plain tickets
Price excursions
around SF
See how many minutes the
BART takes from Berkeley
to Powell Station
Have a style
consultant
recommend clothes
Schedule my PSL for
7:00 AM on 9/16

But, In B2B, It’s a Different Story
• We say things like:
• “Our customer service team is available 9:00 AM – 5:00 PM Monday – Friday”
• “Register for our webinar at 12:00 PM on 10/31/18. Hurry –space is limited!”
• “I’m calling to tell you about our new SAAS platform because you downloaded an
infographic from our site two minutes ago.”
• And we do things like:
• Incentivize Marketing on leads and Sales on bookings and wonder why they are always
fighting.
• Spend precious resources engaging target buyers and then not follow up with them for
days or weeks.
• Flood the inboxes of strangers with uncoordinated emails from marketing and sales
reps.
3

When It’s Not Convenient for Us,
We Do This (On Our Websites!)

Heads Up – It’s The Age of the
Customer
“62% of B2B buyers say they can make all of their
decisions – they can select the criteria, select the vendors,
and do all of this online without help from anyone else…
The real way of getting to success in this age of the
customer…is by creating customer experiences that
differentiate your brand, your products, everything you do
for your customers.
Laura Ramos
VP, Principal Analyst, B2B Marketing
Forrester Research

Marketing & Sales Yesterday:
A Relay Race
• Marketing chasing leads
• Sales chasing bookings
• Focusing on what’s good
for individual teams
• Internal finger pointing
when company goals are
missed

Marketing & Sales Today:
Synchronized Swimming
• Marketing and Sales
chasing the same goal:
revenue
• Focus on what’s good for
the customer
• Integrated Growth Teams

SAAS Boom Creates Challenges
• Each department adopting an
ever-growing number of
platforms and tools
• Customer touches become
disorganized
• Customer experience suffers
• No single version of truth
https://chiefmartec.com/2018/04/marketing-technology-landscape-supergraphic-2018/

Operations-Minded Professionals Can
Help “Wire” a Better Experience
Sales & Marketing
• Define the Ideal Customer
Experience
• Buyer personas
• Buyer journeys
• Compelling content
• “Always Be Helping” mindset
• Process innovation
• Creative use of platforms &
tools
Operations
• “Wire” the Ideal Customer
Experience
• Select and implement
platforms & tools
• Assure every Experience Point
(XP) is a closed loop
• Align everyone’s efforts with
data and analytics
• Be the interlocutor between
finance and the rest of the org

Four Pillars of RevOps
From “The Rise of Revenue Operations”, by Radius: https://radius.com/2017/03/02/rise-revenue-ops/

Who’s Doing It?
Source: The State of Revenue Ops 2018 (LeanData & Sales Hacker):
https://www.saleshacker.com/state-of-revenue-operations/

Prioritize with the PIE Framework
From “Prioritize Your Test Ideas with the PIE Framework” by WiderFunnel:
https://www.widerfunnel.com/pie-framework/

Vendor A Experience
During 24 hours of interaction with this company, my interest went from
intrigue to doubt to annoyance.
Positive: Native
LinkedIn ad with
valuable G2 Crowd
content offer
Negative: Phone
number requested on
form. Makes me think
twice.
Negative: Offer
follow-up email tries
to schedule me for a
sales demo. Nowhere
near ready for that.
Negative: Company
website has no live chat,
no chatbots, an no contact
us in main nav!
Negative: 24 hours
after download, I
receive a sales call
that I don’t want.

Vendor B Experience
Vendor B makes it easy for me to learn as much as I want, when I want, without
the pressure of going through a salesperson before I am ready.
Positive: Native
LinkedIn ad with
valuable content
offer
Positive: No phone
number required on
form
Positive: They offer
me on-demand
product demo videos,
rather than make me
schedule time with a
salesperson.
Positive: Their site has a
chatbot which answers all
of my questions without
pressure of talking to a
salesperson
Positive: The chatbot
eventually offers to
connect me directly
with a human.

Offer
• Valuable offer
• Qualifying questions
• ***No phone number
required***
• No second thoughts

Follow-Up Email
• Next step: product
demo video
• Easy to say yes to
• No indication that a
salesperson is interrupt
me with an unwanted
call

Website & Chatbot

Yes, I do.

Path-Based Bot

Visitor Routing

Lead Qualification

Value Prop

Handoff to Human

Which Customer Experience was
Lower Friction?

Bots: An Example of How RevOps
Creates Better Experiences that Scale
• Allows your website visitors
to engage with your brand
24/7.
• Can pre-qualify leads for
sales.
• Can reduce amount of human
time needed for customer
service.
• Any business can afford bots
today. My personal favorite

No More of This!

Great RevOps Resources
• The Rise of Revenue Operations (Radius)
• RevOps Vendor Landscape (Radius)
• Marketing Technology Landscape (ChiefMarTech)
• The State of Revenue Ops 2018 (LeanData, SalesHacker)
• Ops Stars annual conference
• TOPO Research & Advisory
• Laura Ramos, Forrester
• Revenue Refinery

About Revenue Refinery
Our passion is helping SMBs align
teams, technology, data, and
processes for growth. We specialize in
four areas:
• Go To Market Strategy
• Customer Experience Mapping
• Sales & Marketing Alignment
• Growth Culture Development

31
Connect!
e: jletson@revenuerefinery.com
m: 313-304-8817
LinkedIn: https://www.linkedin.com/in/jeffreyletson/

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