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Unifying Sales Dev and RevOps in a Remote Setting
The document discusses how to get RevOps (revenue operations) onboard with new ideas to drive more pipeline. It outlines common challenges change agents face when pitching ideas to RevOps, as they may have different goals and priorities. The document provides tips for building a strong business case, including identifying executive sponsors, quantifying the problem being solved, and aligning stakeholders. It also shares a sample calendar-first methodology that uses automated meeting invites to boost pipeline conversion rates from 2-5x by getting more qualified leads into meetings faster. A quick cost-benefit analysis estimates a 10.8-21.6x ROI from implementing this approach.
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Unifying Sales Dev and RevOps in a Remote Setting
- 1. Get RevOps Onboardwith Your Vision for Driving More Pipeline
- 2. Ben Parker, COO/ Co-Founder Scott Logan, VP of Marketing Presenters
- 3. The Challenge ofBeing a Change Agent Why RevOps Objects to New/Better Ideas How to Build Your Case How to Pitch Your Idea Agenda
- 4. Pitch Idea toYour Peers - Easy You pitch your idea to your peers. We Love It! Why? Shared Pain - Shared Goals - Love Your Initiative
- 5. Pitch to RevOps- Idea Squashed You pitch your idea to operations. Sorry, other priorities, duplicative, disrupts our process Why? Different Goals/Pains - Not Compensated on Revenue - Emotionally Tied to Their Tech Stack/Data bc It’s Their Job
- 6. The tool landscapeis NOISY
- 7. I mean… REALLYNOISY!
- 8. Enrich Awareness & Promotion Engage ABM Orchestration Close Negotiation Validation Qualification Theyare building something beautiful - No Touchy
- 9. Ingredients You’ll Needto Effect Change Executive Sponsor Strong Business Case What’s in it for them? ● Solves an unsolved EXPENSIVE problem (not a duplicate technology) ● Has broad potential applications ● Can this solution be used across an entire/multiple GEOs? ● Easy link to ROI ● What are the broad missions of this ops team this year? ● Are there any “interesting” MBOs/KPIs in play for my counterparts? ● Are there any active RFIs/RFPs related to the same/very similar problem? ● Which executive’s team is most likely to directly benefit? ● Is there an executive charged with solving this “family” of problems for the business? ● Align EACH stakeholder independently before the “big” alignment meeting
- 10. Going from “Thisis a neat thing” to a well-supported pilot Phase 4 Phase 3 Phase 2 Phase 1 ❏ “Wow this is cool!” ❏ Cursory research ❏ Ask around the office ❏ Other managers think this is important, seems like the director does too ❏ Show the stakeholder the parts of the business case you included “just for them” (make sure you got it right) ❏ Review the BC with the stakeholders together and who will be taking it “up the chain” (THIS IS YOUR EXEC SPONSOR) ❏ Upon approval, get the most important next step dates on the calendar-FAST ❏ If rejected, seek to understand why, there might be a good reason ❏ Find an exec (or two!) and brief them verbally ❏ Set up demo/intro with exec(s) and vendor ❏ Create a 3-5 slide draft business case ❏ Align with senior stakeholders 1x1 to understand their motivations and concerns about moving forward ❏ Tweak BC with this info For the perfectionists in the room: Creating Bulletproof Business Cases by Elizabeth Larson
- 11. So What DoesThis Look Like? Business Case Walk-through
- 12. QBR’s Content Marketing Webinars &Virtual Events Account Expansion ABM Leads Demo Requests Renewal / Retention Opportunity Debt The Calendar Opportunity Deficit Pipeline The Last Mile Identify the Pain
- 13. Enrich Awareness & Promotion Engage Beauty inMotion! 1000’s of interactions tracked, scored, appended, and processed daily Semi-Automated ~10 action scheduled over 14 days for the FIRST connect ABM Orchestration Close Negotiation Validation Qualification Current Options Only Scale to Point of Contact 100% Manual Correspond on a time to have a meeting - adding more delays
- 14. Value Per Meeting(VPM) ACV _________ (x) Pipeline Win Rate ______ (x) Meeting to Pipeline Conversion _______ $30,000 .30 .30 $2700 Value Per Meeting:
- 15. Annual Qualified Leads________ (-) Meetings Booked ______ (x) VPM ________ 3000 300 $2700 $7,290,000* Size of the Last Mile Problem *Revenue lost from existing investments due to leads not converting to meetings
- 16. Apply the Calendar1st™ Methodology Tues, May 19, 2021 2:30pm - 3pm (CDT) https://zoom.us/j/1353 shareef@kronologic.ai Hi Lauren, Thanks for attending our session at the Tenbound conference. In our session we offered an evaluation discussion to speak with us about what using the Calendar 1st™ Methodology would look like for you. Here is a proposed time to discuss how to boost your pipeline by 2-5X. If this time doesn’t work, please propose a time that will. Best, Scott How to Apply Calendar 1st™ || Tenbound Conference
- 17. CRM SYSTEM Contact Sales Webinars AccountExpansion Prospecting Leads Content Marketing Partner Leads Kronologic’s Calendar 1st™ will 2-5X Pipeline
- 18. Kronologic’s Own EventFollow Up A/B Test Nurture, Nurture, Calendar 1st™ vs. Calendar 1st™ Gartner Summit Sponsorship (Sales Engagement Platform) Calendar 1st™ 700 of 4400 Event Leads - fit our ICP from full registration list 350 leads 350 Leads Step 1 - day after event Nurture email, Asset Download CTA Calendar 1st with demo messaging tailored to the event Step 2 - wait 1 day Nurture email, Asset Download CTA Step 3 Calendar 1st™ to all who downloaded the asset CTA Downloads get Calendar 1st™ Calendar 1st™ Time frame 5 days for two email drops, calendar invite auto-triggered Immediate (72 hours to get the 60 meetings) Results 6 Accepted Meetings 60 Accepted Meetings
- 19. Lead Type SDR’s +Sales Engagement Tool Kronologic Estimated Impact on Revenue Webinars 10% 20% Hosted Events 20% 40% Trade Shows 10% 20% Intent Leads (6sense, Bombora) 2% 8% Content Downloads 3% 15% Demo Requests 40% 60% Totals 14% Ave 27% $1.05M Additional Revenue Lead to Meeting Conversion Rates with Kronologic
- 20. Quick Cost-Benefit Analysis EstimatedYear 1 Total Investment $50k -License fee: $36k -Cost of time to implement across 1 org: $24k Estimated Year 1 Total Gain $540k to $1.08M -Assuming 20 to 40 Meetings/Month -10.8x to 21.6x ROI Total Exposure to get to proof point $6k pilot (60 days) -2 weeks to implement 2 most promising use cases -Extremely low ops team time requirement -30 minute rep training before launch Note: This CBA is designed to allow for a quick “go/no-go” decision on getting to a proof point. For example, this does not account for additional gains in the form of time/headcount saved or additional costs in the form of manager time spent adding additional use cases Recommendation: Move Forward Due to the low investment required to get to a proof point coupled with a realistic and high upside, it seems reasonable to move forward with the program Next Actions: - Upon approval of approach, set review session with Org leaders to be involved in pilot to align on priority, budget -Provided leadership alignment on priority, engage RevOps PMO to understand their needs -Engage vendor to have technical validation discussion
- 21. carpe your diem Thankyou! kronologic.ai/getademo
- 22.
- 23. https://www.kronologic.ai/hubfs/Value-per-Meeting-Guide-Kronologic.pdf Value per MeetingGuide Highlights How to calculate Value per Meeting How it compares to traditional metrics Immediate benefits and impact Value per Meeting Guide
- 24. 8 Deadly MeetingInvite Mistakes 1. Valueless Agendas 2. Lengthy Descriptions 3. Meaningless Titles: Like “Sync” or “Catch up” 4. No clear deliverable(s). 5. Pasting all the text from your meeting link or bridge. 6. Not testing your meeting link or bridge. 7. Asking if you can ask to meet. 8. Creating too many steps!
- 25. {{description}} Agenda 1. {{value_statment}} 2. {{pointed_question}} 3.{{hot_take}} 4. {{todays_deliverable}} 5. {{next_deliverable}} A customer focused leading question. Ideally a Quantitative exercise that produces a value focused deliverable for the customer. Your challenging opinion or “hot take”. Executive minded value statement. What and when is the next meeting type? Set timelines around the next value focused deliverable for the customer. Anatomy of a Great Meeting Invite {{your_company}} || {{meeting_type_name}} {{meeting_link}} date time Valuable