Overview of the Revenue Operations team including objectives, structure, and responsibilities. This team combines marketing, sales, and customer ops into a single groups that delivers a better customer experience and more efficient revenue organization.
2. Introduction
• Joe Gelata
• Revenue Ops & Demand Gen
• @Vidyard
• Sales & Marketing
• B2B Tech
• Revenue Engineer Blog
@RevenueEngineer
3. History of Revenue
Sales
- Close revenue
from outbound
leads
Marketing
- Expand and
accelerate
funnel by
adding inbound
leads
- Sales
marketing gap
emerges
Sales & Marketing Ops
- Increase
efficiency of
Sales/
Marketing
- Siloes grow
gap
CRO
- Revenue
Strategist
designed to
close gap
- Executive link
but no
executional
support
CMT
- Gives
Marketing Ops
a C-seat
- Driving tech
across
Marketing
- Doesn’t add
value across
funnel
@RevenueEngineer
4. The Struggle is Real
Sales & Marketing gap
still exists
Fundamental
problem: no
alignment at
executional level
Let’s fix it!
@RevenueEngineer
5. Revenue Evolution
Revenue Operations
• Goal: Increase revenue performance
• Align & optimize revenue process & tech
across the funnel
• Single group across Sales & Marketing
• Manage the Revenue Engine
@RevenueEngineer
7. Insights
• Full funnel reporting for entire organization
• Identify gaps and opportunitiesAnalysis
• Monitor volume in the funnelReach
• Ensure each funnel stage is converting at optimal levelConversion
• Ensure funnel is flowing quicklyVelocity
• Track the influence each initiative has on Reach, Conversions and Velocity
• Determine which initiatives have the highest ROIInfluence & Return
@RevenueEngineer
8. Solution Development
• Promote experimentation across entire revenue process
• Growth hackingExperimentation
• Work with all stakeholders to understand challenges and
opportunitiesConsult
• Understand available best practices
• Peer learningResearch
• Design customized solutions to support the entire revenue
organizationDesign
• Incorporate technology when it can support processTechnology
@RevenueEngineer
9. Implementation
• Plan all aspects of projects
• Work with all stakeholdersProject Planning
• Evaluation & select of technology
Technology
Selection
• Manage project and implementation process
• Interface management
Project
Management
• Streamline project delivery processImprovement
@RevenueEngineer
10. Enablement
• New and ongoing training for
usersTraining
• Ensure processes are followed
• Work with group leaders
Governance
• Manage systems so stakeholders
can focus on their core objectives
System
Administration
@RevenueEngineer