Your operations are essential to your business
Revenue Operations (RevOps) is one of the most overlooked, yet critical functions of any organization. It's the convergence of marketing, sales and service operations to drive accountability, efficiency and adoption across platforms. It all starts with the alignment of your people, processes and platforms.
Revenue Operations Checklist
1. Database segmentation
In today’s marketing landscape, it’s critical to personalize and contextualize the way you engage with your prospects and customers. Segmentation allows you to group contacts based on similar demographics, challenges and interests.
2. Marketing-to-sales handoff
There are a lot of moving parts when a lead transitions from marketing to sales. Lead routing, digital body language, notifications, tasks and workflows all need to operate correctly to ensure that leads don’t slip through the cracks.
3. Lead scoring
This methodology is used to rank prospects against a set of criteria that represents their perceived value to and level of interest in your organization. It’s an essential component to prioritize lead outreach and quantify their level of engagement.
4. Reporting and attribution
One of the most critical and challenging tasks for any company is accurately reporting on metrics that matter to the company’s bottom line. Operations can help pull data together, create reports and provide unbiased analysis in this area.
5. Lifecycle stage definitions
Effective implementation of lifecycle stages allows you to accurately measure prospects' progression through the buyer’s journey by analyzing the funnel. This practice provides insights that can improve the marketing and sales process.
6. Software management
Identifying, evaluating and integrating marketing and sales software to improve cross-functional efficiency and output while driving organizational change is complicated, to say the least. The best operations teams make this look easy.
7. Data enrichment
This is the process of enhancing, refining or otherwise improving raw data. Incorrect or poor quality input will always produce a faulty output, making data enrichment a fundamental layer that ensures every operational component works correctly.
8. Process documentation
Whether your marketing and sales operations are simple or sophisticated, they can easily fail without proper documentation. Effective documentation provides a reference point for everyone at the company to understand how the system is intended to work.
9. Pipeline management
Any sales exec will tell you that pipeline management can be difficult. Operations can help by reporting the pipeline in various deal stages across multiple lines of business while accounting for variations in the sales process for new business, renewals and upsells.
10. Form strategy
Marketing and sales rely on certain information from prospects to engage with them in the most valuable way possible. Revenue operations facilitate this process through a form strategy that includes queued questions and progressive profiling
“New Breed’s expertise on HubSpot and marketing operations has been a great asset for our marketing team. Everyone we've worked with is knowledgeable, professional and always there to help us whenever we need it.”
