REVOPS OVERVIEW
You’re thinking about Revenue Operations all wrong
Let’s start at the beginning:
What is RevOps?
Revenue Operations is the cross-functional team that supports and fuels all of your go-to-market efforts. Revenue Operations (RevOps) serves as the "connective tissue" across the entire customer journey. It's a holistic approach that aligns key business functions—specifically marketing, sales, and customer success, often extending to product, finance, and other teams. Unlike traditional roles that may focus on one function, RevOps integrates these areas to streamline processes, drive data-informed decision-making, and create a cohesive strategy to improve overall business performance.
➤ Click to watch our webinar about “WTF is RevOps?”
THE 5 WORKSTREAMS
There are five workstreams across the company journey and the order is important:
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Everything starts here. This is your GTM strategy. If it’s not written down it doesn’t exist. RevOps should be a proactive partner in helping you define and plan your GTM strategy.
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This is how you actually execute your GTM strategy. Things like how Marketing defines the MQL, how a BDR runs a first phone call, what sales methodology you use, and how your customer success team renews a customer.
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This is your entire GTM technology stack, not just your CRM. Your processes should dictate how you architect your technology stack, not the other way around. The biggest mistake we see people make is putting their tooling before their strategy and process.
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Data comes out of your tech stack. Three things about data: 1. Only measure what you can make a decision around. No one cares that you have 100 dashboards. 2 Data should fly at the right altitude, but come from the same source of truth. 3. Data should be presented in a way that the end consumer can take action on it.
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This is your closed-loop feedback system. Enablement is how you reinforce your process into your teams and make sure everyone is running the same play. Enablement includes things like understanding your sales methodology, market competition, how to use your GTM tech stack and how to engage with the rest of the GTM team.
TYPICAL GO-TO-MARKET (GTM) PROBLEMS
01 – ICP / Segmentation
You haven’t clearly defined your Ideal Customer Profile (ICP), which leads to ineffective and inefficient GTM strategies.
02 – Lack of Demand
You simply don’t have enough quality volume coming through your funnel.
03 – Funnel Conversion
Your funnel is inefficient, which throws off your LTV:CAC ratio and likely means you’re wasting time on low quality demand or simply running a poor sales process.
04 – Net Effective Retention
You’re acquiring new customers, but you’re not able to retain them, which completely throws off your LTV:CAC ratio and leaves you in a constant state of being behind.
05 – Data & Insights
You’ve got the data, but no insights. Unfortunately, this is far too common. You’ve got 100 dashboards but still don’t know how many MQLs you need to fuel your pipeline to hit your number.
STEP 01
WHERE ARE YOU IN THE REVOPS LIFECYCLE?
Most businesses think they’re in the Scale phase. Hint: they’re not.
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BUILD
➤ THE PROBLEM
Your people, processes, tools, & data are disconnected and you need a integrated GTM strategy & tactics to market, sell, and serve prospects and customers to drive repeatable revenue
➤ THE EVIDENCE
(AKA: How we know this is a problem)• Inability to make data driven decisions
• Considerable inconsistency in AE, BDR, & CSM performance➤ SOLUTIONS
(AKA: Typical RevOps Initiatives)• ICP Analysis / Account Grading
• Customer Journey Mapping
• Stage Advancement Criteria
• Lifecycle Stages➤ OUTCOMES / ROI
• Predictability of funnel throughput
• Increased funnel conversion
• Increased Average Sales Price (ASP) -
GROW
➤ THE PROBLEM
You are at an inflection point and you need help maturing processes, tools, data, and people to grow beyond
➤ THE EVIDENCE
(AKA: How we know this is a problem)• Revenue growth has slowed
• Inability to forecast & predict the business➤ SOLUTIONS
(AKA: Typical RevOps Initiatives)• Demand Council
• Attribution Model
• Inbound & Outbound Optimization
• Win/loss analysis
• Value-based messaging framework➤ OUTCOMES / ROI
• Consistency of increased funnel throughput
• Increased pipeline
• Decreased sales cycles -
SCALE
➤ THE PROBLEM
Your company is trying to scale revenue by adding people and resources while optimizing spend and maintaining efficiency
➤ THE EVIDENCE
(AKA: How we know this is a problem)• Cost to Acquire a Customer (CAC) and other efficiency metrics have gotten worse
• Increased time it takes the team to ramp new team members➤ SOLUTIONS
(AKA: Typical RevOps Initiatives)• Capacity planning (with scenario modeling)
• Marketing ROI analysis
• Customer whitespace analysis
• Tech spend forecasting & optimization➤ OUTCOMES / ROI
• Maximize funnel throughput
• Decrease in CAC
• Optimize marketing investment
• Improved bottom line
STEP 02
HOW DOES DOMESTIQUE COME IN?
Whether you’re looking to build, grow or scale our strategies are designed to get you there.
AUDIT
We run your business through our RevOps framework to identify areas of concern and opportunity, and provide you with a detailed and actionable
PROJECT-based
We gather business requirements and technical requirements so we can provide you with an accurate scope. We work on what’s in scope and deliver value.
FRACTIONAL
We provide you with a full-stack, fractional RevOps team, inclusive of Marketing Operations, Revenue Operations, and system admins. You pay for hours per month.
Any of these problems sound familiar?
Then let us be your domestique!