How B2B Tech Companies Can Leverage HubSpot for Long-Term RevOps Success

Christina Kay
Head of Marketing
ResellerRatings 1

HUG Agenda
12:00 PM ET
12:10 PM ET
1:00 PM ET
Introductions
Presentation begins
Q&A
2

About Your Host…
Kiwi Creative
We are a HubSpot Platinum
Solutions Partner for growing
B2B tech companies.
kiwicreative.net
Jen Lombardi
Head Honcho, Creative Genius
3

About The Speaker
MarTech Junkie and Sales + Marketing Aligner
Leads SaaS company in demand gen, branding,
growth, and sales enablement
Bleeding orange since 2010
Top 25 under 35
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Christina Kay | Head of Marketing | ResellerRatings
4

RevOps Ownership and Finding Gaps
5

What is RevOps?
Revenue Operations (RevOps) is
responsible for aligning the operational
functions (aka sales, marketing, and
customer service organizations)
Alignment, adoption and management
of your people, process and platforms
6

What does RevOps do?
● Focuses on business objectives and strategies that drive revenue org wide
● Creates processes to encourage collaboration between the sales, marketing, customer
success teams
● Rewrites (or writes… depending on when RevOps is “adopted”) internal operations,
improve client acquisition, empower client delight, and establish a company culture
focused on driving revenue
● Chooses the technology needed for the teams above and helps employees
understand how to use tools
● Owns company reporting (usually)
7

Can Be Your Competitive Advantage
When RevOps isn’t a priority you have a
lack of:
● Lack of data surrounding prospects and
customers
● Responsibility falls on the wrong people
● Low platform adoption
● Decreased cross-team collaboration
● Screwed reporting and insights
● Stunted growth
● Customer experience suffers
Prioritizing RevOps means:
● Single source of truth
● Happier employees
● Data-driven decision making
● Better cross-team collaboration
● Shorter sales cycles
● Happier customers
8

Ownership
● There should be someone at your company owning your operations - don’t make this
decision too late
○ Skills >> Title
● Third party individual - creates unbiased lens for reporting and process improvements
that are better for the entire company
● Find your tech and people champions
● Leverage the HubSpot Partner network
● Join organizations like Revenue Collective, RevGenuis, Wizards of Ops, and MOPs to
grow, learn, and network
9

Techstack
● Build the right tech stack aligned around goals
○ Around individual, team and company
goals
○ Pick platforms that play nicely
○ Consider the long-term
● Prioritize adoption and training
● Keep it clean and consistent
● Dont just add a tech to add a tech.. BIGGEST
MISTAKE companies make
Implementing RevOps doesn’t mean lets add all the
things.. So get your processes aligned ﬁrst.
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Process & Documentation
● Align on a process and document it:
○ BDR to Account Management and CS
Handoff
○ Marketing Operations Playbook
○ CRM Object & Field Dictionary
○ Sales & Marketing SLA
● Workﬂows (what can we automate?)
● CRM data
● Reporting
● Lead Routing
● Sales enablement
● Make the best decision for the entire
company - even if it isn’t the easiest one
13

But…. What if I am a team of one?
First, you are not alone! This is pretty common in the RevOps world.
HubSpot’s new Operation Hub will act like many “heads” with some simple (and
even pretty complex) code.
14

Who To Follow
● Channing Ferrer, VP of Sales Operations and Strategy at HubSpot
● Brad Smith, Co-founder and CEO of Sonar Software / Founder at Wizards of Ops
● Jen Igartua, Chief Services Ofﬁcer at Go Nimbly
● Jen Spencer, CRO, Smartbug Media
● Connor Jeffers, RevOps Instructor at HubSpot and CEO / Founder of Aptitude8
15

HubSpot and RevOps
● HubSpot best known for Marketing Hub,
but also have CRM, CMS, Sales, Service
● All about the “ﬂywheel” mentality, but…
● Users still had to have clunky Zapier integrations,
create workﬂows for CRM clean up, etc.
● Purchased PieSync 18 months ago and in April 2021 launched:
HubSpot Operations Hub
17

Operations Hub: Beginner/Free Tools
● Check out the App Marketplace and ﬁlter by
“Data sync built by HubSpot” (left hand side)
● 41 new native integrations…and more coming
● Google Contacts, Outlook 365, Stripe, Intercom,
Zendesk, Ring Central, Square, Aircall,
Microsoft Dynamics 365…the list goes on!
18

Operations Hub: Advanced/Paid Tools
● Video: Weighted lead rotation
using programmable automation
○ If you want this code and using
the paid side of Ops Hub, DM me
(Christina) on LinkedIn and I can
send it over.
● Some advanced functionality
requires a developer
19

Operations Hub: Advanced/Paid Tools Cont.
● Transforming data (i.e. turning a string into a date_time or changing the formatting of a
phone number)
● Data Hygiene (name capitalization, name concatenation etc)
● Lead Assignment
● Territory Management
● SLA Management for Service Issues
● Customizing webhook payloads: change the format of the request that gets made for the
webhook action, and with the custom code action (and the requests library)
● Managing “Secrets” aka API Keys
20

How it can help and how it has helped me!
● Across all functions.. CS, Sales, Marketing, and Support
○ Marketing: Standardized name capitalization
○ Sales: Weighted lead programs & auto set renewal dates
○ Service: Advanced ticketing routing & prioritization
● Data Sync! Data Quality Automation (i.e. standardized names, states, etc)!
○ Stay goodbye to exporting, then excel formulas, and uploading!
● If YOU can code it… HubSpot can do it!
21

Operations Hub Pricing
● This is not a sales pitch, but in case you’re curious:
○ The free plan is awesome and already “installed”
○ The starter plan is ~$50/month and includes custom ﬁeld mappings and
custom properties
○ The professional plan is ~$800/month and includes programmable
automation, web hooks, duplicate management and a bunch of other
geeky ops stuff
● Need help purchasing? Need help implementing?
Contact jen@kiwicreative.net (aka the host of this event)
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Takeaways
● RevOps is not an option - it’s a necessity
● Your techstack is a critical component of your business & it’s success
● HubSpot can be your secret to success
● RevOps can be your competitive advantage
BE A CHAMPION OF CHANGE
23

Questions?
P.S. Save the date for our next HUG
24

How B2B Tech Companies Can Leverage HubSpot for Long-Term RevOps Success

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