You have questions, we have answers! Recently we teamed up with the incredible team at GoNimbly to host a webinar on Keys to RevOps Success. We talked about breaking through silos, reporting structures, actionable insights and measuring the impact. As we reached the top of the hour, we did our best to answer all the thoughtful questions that came in, but admittedly you maxed us out. Which is great! We love the discussion and the enthusiasm and curiosity. Below we’ve provided additional insight to keep you and your team on the path to RevOps success.
For a company just starting with RevOps, what is the most important step that you think some people skip, or don’t do early enough?
Have a roadmap. You don’t have to have every detail determined, but roadmaps are key to prioritization—both what you can do and what you should say no (at least at the start). Keep in mind, your roadmap does not need exact dates. In fact, we find most people spend too much energy worrying about that. Instead try terms like ASAP, Next, Soon and Future.
With 90% of data not in CRMs, what are some ways to drive your sales professionals to enter their data and have better CRM compliance?
The reality here is you have to flip the script. Instead of presenting CRM compliance as a mandate, it’s important to show both reps and managers how it can help them close more deals. Increasing the amount of data in a CRM isn’t about building the most robust storage repository, it’s about being able to see the true state of deals to ensure your marketing programs are on track, you’re forecasting accurately, and your ahead of renewals and churn. Is the contact responding at the right cadence? Is the champion engaged? Is the rep skipping steps in the sales/acct mgmt process that truly do limit success. Then making all that data available to all revenue roles so we can learn and improve together. Of course there are also some tools like InsightSquared’s Activity Capture that can automate that process as well.
Do teams commonly structure their rev ops org members by the 4 pillars? (strategy, tools, enablement, insights). 4 owners? What’s the best way to ensure alignment?
Great question. No this is not typical. The intent here is to make sure you have expertise in these four areas. As the GoNimbly team put it, “Ideally, your RevOps team will have an even spread of each of these skills, regardless of how many people are actually on the team. Of course, most everyone has an area of specialization, and that’s fine. What you want is a team who can work together to define a holistic strategy for your business without falling into silos based on their specific backgrounds.”
Once you start aligning your teams, how do you make sure everyone stays aligned?
First, know that it’s not just about a weekly meeting where everyone round-robins and shares what they are doing. Alignment is not about knowing what each other is doing, it’s about evaluating every stage and making decisions that impact the entire revenue organization together.
How do you establish data-driven processes and make sure they’re actually followed?
So many great questions here. Accountability is key. RevOps does not work without holding people, processes and functions accountable. In the previous question we talked about decision making. With data, you can actually track the impact of that decision. Was it left in the conference room or was it actually executed? Were the proper people involved? Did it perform as expected? Following the timeline that was expected? Should we repeat it? Should we scale it?
How do you see Sales Enablement fitting into the RevOps framework?
Sales Enablement absolutely has a role in RevOps. As we continue to break down siloes, the support SalesOps has long provided to Sales teams will become invaluable to the entire RevOps function. You can start now by thinking about how the various initiatives you have in place—onboarding, coaching, training, professional development, content, etc.—can benefit Marketing and Customer Success. Think alignment. Think collaboration. The opportunity for Sales Enablement is tremendous.
What are some good day-to-day tactics for promoting a culture of data stewardship amongst revenue teams?
Remove the human bias where you can. Use technology to automate data capture and make sure it’s available to everyone that could touch the account—not stuck in a siloed database. Afterall, that goes against what we are trying to achieve with RevOps. Your marketing team should understand your customer success activities. Your sales team should be able to see how prospects are responding to the messaging. Finally, remember that your goal with data is not just to have the biggest CRM, it’s to use that data to improve your customer relationships. So make sure to mine that data for insights. Understand what works well, what your top performers are doing differently, or maybe what wasn’t working. Then scale those best practices.