RevOps Co-op Weekly #2 - Align marketing and sales towards a shared pipeline goal
Strapping into a revenue rocket ship requires marketing and sales to work together.
RevOps Co-op provides resources, content and community for those who ❤️ revenue operations. This weekly newsletter features collected tweets, posts and thoughts on a variety of RevOps topics.
Get your revenue rocket ship to break through the atmosphere 🚀
Strapping into a revenue rocket ship requires marketing and sales to work together. In order for the rocket to successfully break through the atmosphere, all the parts need to harmoniously deliver on their separate functions towards a common outcome. Without alignment between these two teams, things can go haywire.
The first step is for marketing and sales to share goals, information, and best practices. After all, just remember what you were taught as a kid, sharing = caring.
Sharing goals
Developing and working with a quality pipeline has to be the very first priority. With new intent and interaction tracking technologies, marketing’s responsibilities have moved well past generating interest. In certain marketing groups, there are teams devoted to qualifying leads (i.e Sales Development Reps, Business Development Reps). Instead of hitting lead volume targets, marketing teams are now firmly in the qualified pipeline conversation. The age-old argument of not providing quality leads has quickly transformed into a feedback flywheel between sales and marketing.
Sharing information
The art of the cold call or email in 2020 has a puncher’s chance to be far more relevant than in previous decades. Personalization was all the rage, but it’s now largely fallen flat into a morass of merged fields. By connecting the dots on intent data, sales and marketing can break down the information barriers between their two data systems.
The intent and activity data hiding in your marketing automation platform can be carefully used towards an intelligent decision tree-based sales sequence.
Sharing best practices
When marketers actually call prospects instead of listening to sales calls, one of the best outcomes is that it’s somewhat risk-free to the prospect. Instead of feeling they’re receiving a sales pitch, marketers bring a pure discovery-based call. From those calls, marketers can then go back to the drawing board to design intelligent campaigns.
Approved pitch decks, case studies, eBooks, and website content will be sure to follow. Sales can then leverage these artifacts to provide more gives than gets. Providing feedback to marketing on which content resonates is a surefire recipe for a strong partnership.
Conclusion
Sales and marketing have always been partners at the dance. Shifts in technology and information have made the buyer an informed buyer. To meet their match, sales and marketing must find ways to continue dancing together. Perfect this partner dance and your customers will thank you. 💃 🕺🏻
Note: the above are excerpts taken from an article written by Jeff Ignacio, Head of Revenue Operations at UpKeep, on why alignment between marketing and sales is important. Read the full article here.
🐦 This week in #RevOps Twitter
How it started vs. how it’s going was the trend on Twitter this last week; for anyone else in RevOps who uses excel as much as I do, this probably looks familiar
I’ve been having nightmares ever since reading this tweet 🙅🏻♂️🙅🏻♀️
A good reminder of how to simply go from revenue target to lead gen requirements in this video from Hubspot - it doesn’t always have to be so complicated
📚 Your curated #RevOps reading list
How to design a winning SPIFF program - from Siva Rajamani, CEO of Everstage
The quarter is moving at a sluggish pace and leadership wants to bring back the sales momentum. Your CRO/CFO has given a go-ahead to introduce a short-term incentive or Spiff program for your teams.
And it’s your role to design that SPIFF – the program that all of you hope will bring the mojo back and set you on the right track. No pressure, right? 🤷🏻♂️
Do not fear - here’s a step-by-step guide to designing a winning SPIFF program.
Four ways AI can improve revenue operations - written by Joel Shapiro for Forbes
How can a business leader make sure that RevOps doesn’t become merely a buzzword? How can a business leader implement and maintain alignment that drives actual value, profit and growth? The answer lies in a strong foundation of advanced analytics and, just maybe, AI. 🤖
In this article, Joel dives into the creation of common metrics, the foundation of evidence, lifecycle insights, and small wins for big gains.
RevOps vs. SalesOps: What they do, and when to hire for each - from the Troops.ai blog
An oldie but a goodie as this was written last year, but a good reminder of why RevOps is not SalesOps. In this post, the folks at Troops.ai take a closer look at Revenue Operations vs. Sales Operations to see how (and if) they differ in the context of tech companies. Plus, they investigate which role makes sense for your business.
Funl is a GTM data platform that provides end-to-end, full funnel analytics and insights that keep marketing, sales and customer success teams aligned and working seamlessly together. In short, Funl is an operating system for your GTM team.