RevOps MASTERCLASS 2: UNLOCKING YOUR DATA
In this webinar, we tackle the #1 GTM problem of how to draw meaningful insights from the data available to you.
In a recent poll with our LinkedIn network, we asked RevOps leaders: “What do you struggle most with in regard to your RevOps program?”
Unclear ICP & segmentation
Lack of demand
Poor funnel conversion
Unclear data & insights
67% of responders said they struggled with extracting meaningful insights from their data.
This wasn’t surprising to us. Despite the sophistication of the modern B2B GTM tech stack, most businesses can’t draw meaningful conclusions from their data. In fact, the number one request we get from our clients is: can you help us build a new dashboard?
Of course the answer is yes, but 9 out of 10 times, there’s nothing wrong with the dashboard itself, the issue stems from a lack of core infrastructure that ensures cross-functional alignment across the GTM teams. For example, before we engage to help a client with their dashboarding, we first focus on the following RevOps reporting building blocks:
Documented Definitions: Documented understanding of “what is a lead”, “what is a demo”, etc.
Data Enrichment: Standardized ways for how data comes into the systems
Data Integrity: Standardized ways for how data is managed and updated by GTM teams in the system
System of Record: A single system that is the “trusted” source of information
Source of Truth Reports: On demand reports trusted by and available to everyone
Once we’ve resolved these core issues, we then focus on the following primary areas of GTM reporting:
Board Reporting
Desired End State: You’ve anticipated your board’s questions and have built reporting to address these questions. These reports align to the day-to-day reports that your GTM teams use to run your business.
Here’s how you get there: Align your board reporting to your GTM reporting that you and your teams use to run your business.
GTM dashboarding
Desired End State: The GTM team is working off the same dashboard that is linked to the individual team dashboards.
Here’s how you get there: Align your board reporting to your GTM reporting that you and your teams use to run your business.
Sales forecasting
Desired End State: Consistent forecasting across: AEs, Segments, Opportunity type, Geos
Sales forecast accuracy is >90% at the beginning of each quarter
Here’s how you get there:
Stage Advancement Criteria: Clearly defined, documented, & codified (in the CRM) activities for each stage.
Demand Council: Recurring meeting reviewing WoW funnel & KPI data across sales team and channel to: 1) identify hotspots and 2) outline action items to address hotspots.
Forecasting Cadence: Recurring process where AEs & CSMs (if applicable) document their “Commit” and “Best Case”.
Marketing attribution modeling
Desired End State: You understand your buyer’s journey and you know where to invest to drive results.
Here’s how you get there:
Often times, marketing teams don’t have a reliable understanding of their lifecycle stages, which makes it difficult to understand their impact to the overall funnel.
Do you trust your attribution model? Can your marketing attribution model answer the underlying questions:
Where is my traffic coming from?
What were the top sources and campaigns for lead generation?
What were the top sources and campaigns that converted those leads to MQLs?
What sourced my marketing generated pipeline?
