REVOPS OVERVIEW

THESE ARE THE TYPICAL GO-TO-MARKET PROBLEMS

01

ICP / SEGMENTATION

No clear understanding of the Ideal Customer Profile (ICP) and an inbound and outbound strategy based on the segmentation of ICP accounts.

02

Lack of Demand

Inconsistent lead, Sales Accepted Lead (SAL), & Sales Qualified Lead (SQL) volume and an inability to understand why.

03

Funnel Conversion

Inefficient stage-to-stage conversion rates (typically with 1 or 2 conversion rates causing compounding effects throughout the funnel).

04

Net Effective Retention

Inability to consistently onboard,sustain, and expand customers (with a Net Effective Retention rate <120%).

05

Data & Insights

Inaccurate forecasting and inconsistent dashboards that fail to highlight hotspots and insights into what are driving these hotspots.

customer journey & revops

RevOps should be across the entire customer journey including Product, Marketing, BDR, Sales, & CS, while all in alignment with Finance.

 
 

The Workstreams

There are five workstreams across the customer journey and the order is important:

➤ Planning

The GTM strategy for how the team is going to market and engaging with prospects & customers, which needs to be written down (ie capacity planning, territory strategy, etc).

➤ Process

Key strategy activities (ie how a BDR takes a first phone call, how Sales hands off a closed won opportunity to CS, etc).

➤ Tools

The entire tech stack that touches the customer journey (not just a CRM) set up based on Process.

➤ Data

Three important factors that impact data quality:

  • Only measure what you can make a decision around.

  • Data needs to fly at the right altitude based on the end user.

  • Data needs to be presented in a way where the end-user understands the insights (ie what is this telling me).

➤ Enablement & Execution

Training (the three primary types below) based on areas of need as well as performance against the GTM strategy:

  • Skills
    How the team does something (ie Sales has an executive conversation, CS has a Quarterly Business Review, etc).

  • Tools
    How the team uses the tech stack to be more efficient.

  • Market
    How the team understands the industry, competitors, and how to position the solution.