"The State of Revenue Operations" presented by Karen Steele at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. The State of Revenue Operations
Winning with Data
KAREN STEELE

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
INTRODUCTION
Karen Steele
Chief Marketing Officer, LeanData
• Passionate about Data & Analytics
• Believe Sales & Marketing Alignment is Foundational
• Experience in start-ups to Fortune 500 Brands
• Spent last 12 years in SaaS
@TwitterHandle #FlipMyFunnel

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Current State of Revenue Ops
@TwitterHandle #FlipMyFunnel

4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Three Siloes
@TwitterHandle #FlipMyFunnel
SALES OPS MARKETING OPS CUSTOMER OPS
SALs
Accounts
Contacts
Opportunities
MQLs
Campaigns
Pipeline
Attribution
Renewals
Upsells
Churn

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
The only metric that matters:
Revenue Growth

6. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
Problems with Revenue Growth
Culture
Data
Process

7. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
Problems with Revenue Growth
Culture
Data
Process
Hiring in siloes
Poor communication

8. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
Problems with Revenue Growth
Culture
Process
Data
Wrong or unproven metrics
Poor data quality

9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
Problems with Revenue Growth
Culture
Process
Data
No processes for distribution
Ops involved as afterthought

10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
What you need: Revenue Ops
Culture
Process
Data
The Domain of Revenue Ops
Without integrating Revenue Ops
into the complete GTM lifecycle,
you increase the likelihood of
failure

11. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Implementing
Revenue Ops
is Tough

12. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The insights-driven decision
making required by modern
marketing and sales is a threat to
organizations with insufficient
operations talent and resources. If
ops activity stopped moving
forward, the go-to-market wheel
would stop turning.
“
Allison Snow
Senior Analyst, Forrester
@TwitterHandle #FlipMyFunnel

13. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
How to be successful with
Revenue Ops
@TwitterHandle #FlipMyFunnel

14. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
Step 1. Align all teams
around Revenue Ops
Driving revenue is a
hybrid responsibility

15. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
Step 2. Connect data to
people to drive revenue
faster
What you will need –
• Data model
• Common data
vocabulary

16. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Enable the GTM Data Model
GTM Strategies
InboundOutbound
ABM
Speed to Lead
Partners
Product Type
Lead Scoring
Persona
Based
Demand Unit
Waterfall
Align GTM
teams on the
same metrics
Revenue
Ops
Data Model
Lead-to-Account Matching
Routing
Marketing Attribution

17. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Take Aways
Systematize data model for RevOps
Evaluate your RevOps team model
Determine shared Sales & Marketing metrics for RevOps

18. THANK YOU!
@KarenMSteele