Revenue Ops: Our Proven Framework for Massive Pipeline

Developing a Successful
Revenue Operations Function
Marcus Bening
Vice President of Revenue
Operations @ Outreach
Erin Bush
Sr. Director of Revenue
Operations @ LeanData
Colin Campbell
Director of Marketing @
Sales Hacker

Agenda
Defining Revenue Operations
Why Revenue Operations, Why Now?
How LeanData Does RevOps
How Outreach Does RevOps
Implementing RevOps at Your Organization

Go-to-Market Execution Is Complex
4
CUSTOMER
SUCCESS
DEMAND
UNIT
WATERFALL
MARKETING
PARTNERS
DIGITAL
CONTENT
ABM
INBOUNDOUTBOUND
SDR
• 60–70% of B2B Buyers Journey is Digital
• 7–9 People Involved
DIRECT SOCIAL

Fragmented GTM Approaches Stall Business Performance
5
SILO’ED TEAMS
WITH NO
ORCHESTRATION
MULTIPLE
GTM MOTIONS
MULTIPLE
DISCONNECTED
DATA SYSTEMS
OPS
• Inefficient Processes
• Inaccurate Data
• Lack of Coordination
COMPANY
• Lower Rep Productivity
• Broken Buyer
Experience
• Slower Revenue Growth
THE RESULT:
5

Operations Is Consolidating Around Revenue
6
CUSTOMER
SUCCESS
OPS
SALES
OPS
MARKETING
OPS
PARTNER OPS
Revenue
Ops

Revenue Operations Must Bust Functional Silos
7

It’s a Game Changer for Growth, Say Top B2B Research Firms
8

Comprehensive State of Revenue Ops Survey
10

Survey Results: Revenue Operations Is Happening!
11

Survey Results: B2B Is Growth Challenged
12

Survey Results: CX Is Imperative to Growth
13

Benefits for All Revenue Teams
REVENUE OPS
Productive teams
Faster growth
SALES
More $ impact
Sales alignment
MARKETING
Better buying experience
Account growth
CX
Drives efficiency
Impact revenue
14

Revenue Operations Framework: Align People, Process and Data
GTM
PLANNING
GTM
EXECUTION
GTM
ANALYTICS
• Execute GTM motions:
inbound, outbound
(SDRs), ABM, Channel,
Upsell
• Match leads to accounts
• Route revenue data to
the right people
• Design joint SLAs
• Program performance
and effectiveness
• Measure, Evaluate,
improve
• Begin to blend Operations
teams
• Plan geos, segments,
accounts, capacity
• Annual/quarterly plan for
pipeline, conversions,
bookings
16

Start with Planning
GTM
PLANNING
• Break down GTM steps
○ Awareness
○ Pipeline
Conversion
○ Customer
Conversion
• Build hiring/coverage plan
based on conversion
expectations from stage
to stage in GTM plan
• Align regional/industry
focus across GTM teams
• Who is our Target Customer
○ Identify ICP
○ Identify Target Personas
• What problem do we solve
• How do we tell our story
17

Align Process Across teams
GTM
EXECUTION
• Every action has a
trigger, owner, and
follow up
• Create a seamless
experience for the
customer
• Automate what you can
○ Assignment
○ Notification
○ Conversion
○ Data capture
• Build hand-off steps across
the sales process
• Marketing to Sales
Development
• Sales Development to Sales
• Sales to Customer Success
18

Focus on Enablement & Communication
GTM
EXECUTION
• Connected GTM Message
○ Problem we solve
○ Who we solve it for
• Customer Stories
• Sharing Best
Practices
• Continuous learning
• New Hire Onboarding
• Ongoing Training
○ Sales Skills
○ Process/Tools
○ Product
19

Aligned Metrics
• Track performance against
plan at each stage
○ Engagement/MQA
○ Conversion/Opp
○ Pipeline
○ Win
GTM
ANALYTICS
• Gain insight into what’s
working and ROI with
Marketing Attribution
○ Deal Creation
○ Deal Influence
• Create Performance metrics
that create alignment across
teams and add up so that
reaching individual goals
leads to the team hitting the
overall goal
20

One Tech Stack
GTM
PLANNING
GTM
EXECUTION
GTM
ANALYTICS
• Hand-offs across teams
• Define functional areas
for system requirements
• Invest and implement at
the right growth stage
• Forecasting
• Performance Metrics
○ Campaigns
○ ADRs
○ AEs
○ Customer teams
• One source of truth for data
○ Account firmographics
○ Contact info
• Supports All GTM
Functions
21

Outreach RevOps Journey: When We Started...
23
1. Started as “Sales Ops” (but de facto supporting Sales
Development, Sales and CS)
2. Enablement running separate
3. Marketing Ops separate (but with close connection)
4. Insights deficit
5. Ops Roles vertically defined (Sales Ops PM, CS Ops PM, etc.)
6. Opportunistic (yet efficient) approach to problem solve

Outreach RevOps Journey: Today
24
1. Re-’branded’ as ‘RevOps’ (yes, we had T-Shirts made)
2. Integrated Enablement into RevOps (and rebuilding that function)
3. Established SLA and business rhythm with Marketing Ops
4. Incubating/formalizing a new Insights function
5. Ops Roles are defined with funnel relevancy (Lead to Oppty,
Oppty to Quote, Quote to Order, Order to Onboard, Onboard to
Adopt, Adopt to Renew/Expand)
6. Key partnerships (GTM Leadership, Finance, Product Marketing,
etc…)

25
Focus on 4 Functions (FFF)
PROCESS ENABLEMENT
SYSTEMS &
TOOLS
DATA & INSIGHTS
Excellence Productivity Relevancy Stories
What?Why?What?
● Process consistency &
innovation
● Strategy & Planning
● Project mgmt
● Change mgmt
● Rhythm of the Business
● Onboarding
● Learning &
Development
● Content mgmt +
delivery
● Tech stack
● Solution design +
implementation
● Integrations
● User experience
● Support decision making
● Data + Context = Insights
● Operational + Strategic KPIs
● Analytics: leading + lagging
indicators

#PROSPECT #MQL #SQL #COMMIT #LIVE #MRR #LTV
#SAL
Lead to Oppty
Oppty to
Close
On-
boarding Adoption Expansion
AWARENESS EDUCATION
adapted from: Winning By Design | SaaS Sales Method
SELECTION ONBOARDING
USING/
IMPACTING
GROWING
26
Full Funnel Revenue Operations: We mean it
● Operationalize the
customer journey
● (Internal) customer
obsession becomes
real
● Facilitates scaling

Implementing RevOps at
Your Organization

Map Out GTM Process
Target
Marketing Lead
28
Deliver
CX Lead
Engage
Sales Lead
GTM
PLANNING
GTM
EXECUTION
GTM
ANALYTICS

Identify Opportunities for Better Alignment
• Go to Market Model
○ Ideal Customer Profile
○ Target Personas
○ Do Marketing and Sales target the same way?
• Enablement
○ Messaging
○ Process
○ Systems
• Metrics
○ Leading Indicators
29

Work Across Defined Functions
Revenue Operations has to effectively collaborate with:
○ Revenue stakeholders (Revenue producing teams):
■ Marketing
■ Sales Development
■ Sales
■ Customer Success
■ Professional Services
■ Partners
○ Supporting stakeholders:
■ Finance
■ Legal
■ Product
■ Engineering
30

Revenue Ops: Our Proven Framework for Massive Pipeline

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