Members of the Ops community are always so willing to learn, share ideas and learn best practices, but where do you turn to achieve that? There is no degree in Sales Ops, or a Rev Ops book. We learn on the job, and we learn from talking to each other. The QuickFire Question series aims to harness that information, keep it safe so the brilliance that comes with the conversation is not forgotten, and to create a space to learn, form connections and share ideas.
Want to share your story? Get in touch with Emma (email@example.com) or Tom (firstname.lastname@example.org) to find out how you can be featured in QuickFireQuestions.
Here are some of the QuickFire Question Emma and Tom hosted recently.
Kory Geyer with Tom Wallis
“When we’re not hitting our conversion, everyone hops on a call. We don’t wait”.
I sat down with Kory from 6Sense to chat aligning revenue teams and driving action, quickly.
“There’s collective ownership”, everyone leading rev ops teams takes away an action plan to address the issue immediately.
However, key to Kory’s success is being proactive and starting early. Kory’s team plan conversions at the beginning of the year
And, 6 weeks before the beginning of next quarter, he asks “what are the trends right now?”
This drives what SPIFS and new campaigns they’ll run.
Kory’s secret to making it effective? Urgency. Within 2 days of surfacing trends, revenue leaders are already putting campaigns in place.
Clearly, 6Sense is smashing revenue alignment, because it’s an ideal being driven by top management. But what can other rev ops leaders do to engender this kind of buy-in?
Kory says you have to build it from the ground up.
Start with a frontline manager, show them the value of an aligned, data-led approach.
Slowly, this will spread around the organization, and when it takes off, you’ll have plenty of evidence to bring to senior leadership.
Lissy Newland with Emma Bryant
💥I recently kicked off the exciting task of helping to build our incredible Rev Ops community💥
When I got chatting to Lissy Newland at Attest, I hit two birds with one stone! Not only did I get to hear about life in your first year in Rev Ops but I also got the chance to learn more about the expanding world of Sales Enablement…
Despite only being in Rev Ops for a year, Lissy and her team had already taken on the major task of amalgamating the most relevant pieces of sales data and getting them into 6 “key” dashboards that would get the whole company aligned around the right information.
“Everyone is singing off the same hymn sheet, everyone is looking at the same numbers, there’s no confusion and everything is in one place”
And it seems the need for communication doesn’t stop there! When receiving a request from someone outside the team, it’s important to Lissy to have a conversation in order to understand exactly what is needed. There’s no absolute understanding for all the expressions we use so I can see how miscommunication could so easily arise!
Susan Whittemore with Tom Wallis
Tactical vs Strategic Sales Ops.
Rooted in this debate, is how Ops leaders gain greater weight in their Org.
By taking a broader perspective on revenue teams and their implications.
I spoke with Susan Whittemore, VP, GTM Operations, to chat Revenue alignment and Strategic Ops.
“Sales Ops is the Hub, between the sellers on the street; connecting them to the rest of the organization”.
“To build alignment, each functional team needs to understand what’s up/downstream, from what they do.
For Susan, building a broader perspective around feedback loops creates alignment and revenue strategy across revenue teams.
The challenge is who’s responsible for communicating the larger outcome for the business towards the functional goals of departments?
Typically, it’s the CEO, interacting with functional leaders.
However, this naturally creates silos of activity, goals, and operating rhythms; a focus on functional execution without a deeper awareness of how we collectively run the play together.
A lack of operational connectivity.
Susan’s focus in Sales Ops is understanding or creating feedback loops between functional teams for the success of sales, the sellers, and the organization as a whole.
Brad Tarter with Tom Wallis
“The goal of Revenue Ops is to connect the silos”
The key is in the name; “your goal is to achieve revenue from each aspect of the customer journey”.
I spoke to Brad Tarter, VP Revenue Operations, OneMarketData, to understand how he does this.
“To connect the silos, you’re going to be dealing with different leading indicators from each quadrant of the customer journey.”
“You have to engage them, sell them the tool, then ensure their success with the tool.”
Revenue Ops is about marrying each segment and gathering the data along the way.
“Revenue operations is connecting those pieces”.
Brad achieves this by beginning with the end in mind:
Think about how your communication with your customer from the prospecting phase, will affect customer success.
Because with recurring revenue models, a key objective is to reduce churn, as Brad describes, “to delight your customer”.
Without a communication strategy that flows through each stage of the customer journey, customer success is impacted.
And when you gather the data along the journey, you have a customer map that you can use to level up marketing campaigns; based on current customer profiles.
It’s a full circle feedback loop.