Let’s start at the beginning:
What is RevOps?
Revenue operations (RevOps) is the discipline that aligns marketing, sales, and customer success around a shared strategy, shared processes, and shared data. It's the operating infrastructure underneath your entire go-to-market motion, from first touch to renewal.
➤Click to watch our webinar about “WTF is RevOps?”
How RevOps Works in Practice
These five workstreams are the building blocks of any functioning RevOps practice. Most breakdowns trace back to teams that built tools before defining strategy, or tried to run a team on a process that was never written down. This sequence runs in one direction; the order is intentional.
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Strategy
Your GTM strategy is the foundation everything else is built on. If it isn't documented, it doesn't exist.
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Process
Process is how strategy gets executed in practice: how Marketing defines an MQL, how a BDR opens a call, how CS renews a customer.
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Tools
Your technology stack should serve your processes. Choose and configure your tools after you've defined how you work, not before.
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Data
Data that nobody acts on is just overhead. Measure what drives decisions, pull it from a single source of truth, and surface it at the level where it's actually useful.
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Enablement
Enablement is your closed-loop feedback system. It's how you make sure everyone is running the same play, and how you improve the play over time.
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.
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
• 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
• 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
• 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
HOW DOES DOMESTIQUE COME IN?
Whether you’re looking to build, grow or scale our strategies are designed to get you there.
REVOPS AUDIT
A diagnostic that identifies where your GTM engine is breaking down, and delivers a prioritized roadmap to fix it. See Audits
PRO SERVICES / PROJECT WORK
Scoped, time-bound project work for a specific break you need fixed: CRM migrations, lifecycle redesigns, attribution rebuilds, and more. See ProServices
FRACTIONAL REVOPS
n embedded senior RevOps team across your full GTM motion. Ongoing retainer, full coverage across marketing ops, revenue ops, and systems.