Welcome to RevOps. You are about to learn a lot of highly useful skills such as aligning people, processes, and technology in an in-demand area of business.
RevOps exposes you to all the inner workings of multiple departments, so you’ll get to be in the confluence of what’s happening at your organization. These duties will come with challenges, as there’s a bit of mayhem going on right now with this new and exciting area.
Here are some ideas of where to start with your new gig…
1) Define RevOps for Your Company
Though RevOps roles have existed for a long time, the official term Revenue Operations is relatively new. Our working definition is Revenue Operations Ecosystem: the people, processes, data, and technologies that work together to convert leads into loyal customers.
How does your organization define Revenue Operations? Make sure to get clarity and agreement on expectations, as different stakeholders (your boss, other department heads, management) will operate under a different set of definitions. Without that clarity, your role will be difficult, as you won’t be able to deliver what’s wanted – or establish your recommendations.
2) Establish Metrics
Define a set of working metrics with your stakeholders. Working is the key part of this term because you’re probably in an experimental phase. In that case, think about what you’re trying to learn and then create the metric for that. In other cases, you may be able to create more regimented metrics.
3) Create a Who’s Who
Since your role will work across sales, marketing, customer service, accounting, product development, etc., identify a point of contact within each department who can help you understand their team’s specific needs and access key technology.
4) Elevator Pitch
As you will be working with many different departments, it’s useful to be able to encapsulate the benefits of what you’re doing. You are essentially selling the concept of Revenue Operations to them. Remember to adjust the key takeaways to the specific needs of the department(s).
5) Paint a Picture
Along with the elevator pitch, and given how visual creatures we humans (and Yetis) are, you should map out your Revenue Ecosystem. It can be a paper sketch, or you can use software to allow interaction, but it has to follow it from the point of view of your customer. This system map will show how your ecosystem works for them. Start from the beginning/top of the funnel (prospect), through the learning and acquisition (customer) phase, into servicing and then into renewal and advocacy. Afterwards, you can add a layer that shows where and how your internal departments and processes interact along the customer journey.
6) Prioritize and Redefine
After you’ve established Revenue Operations and draw out that baseline blueprint, you will discover your operational gaps and where the friction slows down the customer journey. The metrics you established help with that, too. As the Rev Ops leader, your role will be to analyze the situation and then prioritize which shortfall area to address. That prioritization exercise will allow you to have conversations about budgets, shifting resources, etc. As your revenue operations evolve, the definition, expectations and everything else in 1 – 5 get redrawn. That is good news! It shows that your organization – and you – are learning and adjusting to new information.
7) Best Wishes
So, again congratulations (you now know where to start). If you need additional help in building your Revenue Operations Ecosystem, contact Measured Results Marketing to schedule a consultation with one of our Revenue Operations Yetis!