RevOps Co-op Weekly #71 - Marketing Without Attribution is Like Taking a Road Trip Without a Map
Marketing attribution aligned with a CRM gives marketers and RevOps professionals insight into what activities are working for which buyers.
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Marketing Without Attribution is Like Taking a Road Trip Without a Map
Srikrishna Swaminathan (Sri) and Praveen Das are two of the three co-founders of Factors.AI, an automated system that measures marketing and sales activity. They see marketing attribution as a way to understand where marketing is getting traction, who is paying attention and what they are doing about it when it is integrated into a company’s CRM system.
Road trip! I call shotgun!
You’ve loaded up on beef jerky, Bang Energy and trail mix, but you wind up in the middle of nowhere and you can’t get any service on your phone, let alone a map.
And damn if it doesn’t all start to feel a little too much like a bad, bad scene from Deliverance.
You creep along roads hoping to find signs that point to a highway or a town nearby and you really start wishing you’d kept that ancient paper map book instead of tossing it to make room for the inflatable pillow.
This trip from hell is a similar experience to doing marketing activity without using an attribution tool to determine what’s working and what isn’t.
Sure, you kind of know where you’re going and if you’re lucky, there may be a few data points surfaced by your sales team that give insights along the way. Maybe one of your posts goes viral, or one of your ads / landing pages brings in enough qualified leads to hold you over. But without a map, the speedometer and your gas gauge are the only guides.
“There is definitely art and science involved,” says Praveen Das, one of the three co-founders of Factors.AI, a tool that automates marketing attribution and essentially delivers the road map you need to know where you’re headed, and where to run next.
🗣 From the Community
#04_revops-questions - SFDC Touch Attribution
2/8/22: I'm looking to build a systematic process to assign last touch attribution to opportunities. We heavily use Salesforce campaigns for both marketing motions as well as sales cadences and outreach. Curious how other folks are capturing sourcing and attribution, understanding if Salesforce is the system of record to report it or if there are external systems/databases that are better suited. Read 6 Replies
#04_revops-questions - Migrating from Pipedrive to SFDC
2/9/22: Hi all—just started a new revops role on Monday my first challenge is migrating the team from Pipedrive to Salesforce. We also have relatively new tools in HubSpot Marketing and SalesLoft that need to be integrated. Anyone done this kind of transition before? Any tips/best practices? Read 12 Replies
#08_tools-and-software - Gong vs. Chorus (and others)
2/4/22: Hey everyone! Wanted to post here if anyone has done a comparison of Gong vs. Chorus or another competitor. We currently leverage Gong but are a pretty salesforce forward company and so Salesforce integration is pretty key but would love to hear if anyone has any preferences! Read 10 Replies
#08_tools-and-software - Cross-Company SFDC Visibility in Acquisitions
2/10/22: Hi everyone! My company recently acquired another and we’re finding the inability to access each other’s salesforce records quite troublesome. I’m curious if anyone has used any type of tool to accomplish this? We’d essentially want our reps to be able to see the other company’s database of accounts, opps, contacts and vice versa. Read 4 Replies
💬 Access the RevOps Co-op Slack group here to contribute to the conversation!
🐦 This week in #RevOps Social
Super Insightful thread from Manav 🤔
No Straight Lines to Success 💯
📅 Upcoming Events
Slack AMA with Srikrishna Swaminthan and Praveen Das of Factors.ai -Tuesday, February 15th at 9am PT (12pm ET)
Tune into the Slack #03_general channel! Robert Gammon will be leading the charge with questions for Srikrishna and Praveen though everyone is encouraged to jump in to ask them anything about:
Building a Marketing Ops company
Leveraging Journey Analytics beyond Conversion Rate Optimization
Building a Modern Analytics Stack for a B2B Marketer
RevOps Hangout with the ROC! Virtual Networking - Thursday, February 17th at 2pm CT (5pm ET)
Topic: How What's in your RevOps Tool Stack?
Room 1: Startup Stack (For those pre-hypergrowth teams)
Room 2: Mid to Enterprise Tool Library (For those teams with more tools and more complexity)
RevOps Happy Hour: New York City Edition - Thursday, March 3 5pm-8pm ET
We did a poll for our once a quarter IRL networking event locale, an...we're coming for you, NYC!!
The Co-op team is partnering with Correlated for our 2nd ever In-Person Happy Hour networking event. We can't wait to meet you! RSVP here.
Product Qualified Leads (PQL) Strategy Session | Correlated - Wednesday, February 16, 2PM CT
Speakers (Tim Geisenheimer, CEO and Co-Founder, Correlated & Breezy Beaumont, Head of Growth & Marketing, Correlated
Topics They’ll Discuss (PQLs vs. MQLs? - Examples from the top PLG companies - Step-by-step PQLs building session - How to reach out to PQLs & who should own it)
📚 Your curated #RevOps reading list
Peter Soung: How to get users hooked during your free trial | HeadsUp
Having a free trial does not guarantee that users will see value immediately, or in fact, at all. Who should be responsible for ensuring that trial users get to those moments, and as quickly as possible? That’s precisely the role of Growth PM teams, suggests Peter Soung, Co-founder and Director of Growth at social media management platform Sprout Social. In a recent interview on our podcast, Peter shared some best practices his team has developed in driving value realization for Sprout Social’s 30,000 customers. We highlight some key recommendations in this article.
Which Channels Are Driving Your Form Submissions? | Factors
This week, we’re exploring marketing channels that influence web sessions, and web sessions that influence form submissions. We crunch data from across 25,000 customer journeys to determine which channels perform best at driving web sessions that ultimately lead to form submissions.
Effective SaaS Commission Plans Ft. Stephen Covey's Circle of Control | Everstage
On a regular basis, your reps’ are being mapped and measured on a pre-defined set of commission components. However, are your reps able to look at those components and immediately grasp how they solely impact their compensation? Not always, right? And, have you wondered why?
🎧 RevOps Podcasts
Sales Leadership Lessons from Datadog, to Drift, to Dooly | Correlated
In this episode of the Product Led Revenue podcast, our host Breezy Beaumont welcomes Michelle Pietsch, Vice President of Revenue at Dooly. They discuss the importance of ease of use and ability for prospects to see the value of your product early on (read: it shouldn’t take multiple demos). Why everyone on the revenue team's goal should be to eliminate friction for customers and make their experience as seamless as possible. Also, Breezy gets Michelle’s perspectives on the power of data, pricing, and packaging models.
How to use analytics to tell the right story in B2B marketing | Modern Day Marketer
Brett and Jonathan discuss an article titled “How Advanced Analytics Changed My Career” by Camela Thompson, Director of Growth at CaliberMind. Having a deep understanding of advanced analytics gives marketers credibility and insight to pivot marketing efforts where it matters most. Great marketers utilize both their analytical, data-driven right brain and their creative, story-telling left brain.
Acquiring SMB 10,000 Customers Solely from Data with Gorgias CEO Romain Lapeyre | SaaStr
A crucial part of any business model is customer acquisition. In order for a company to optimize their customer-base, data must be intrinsic to their strategy. Join Gorgias CEO Romain Lapeyre as he discusses how the company acquired 10,000 SMB customers from just data alone.
🔥 A few HOT #RevOps Jobs
Director of Revenue Operations | SoundCommerce
Director of Sales Operations | BoostLingo
Senior Revenue Operations Manager | Signal Advisors
Revenue Operations Manager | LeanIX
RevOps Analyst/Manager | Openprise
Revenue Operations Manager | Recharge Payments
Revenue Operations System Manager | Recharge Payments
Revenue Operations Manager | Cority
Revenue Operations Manager | Veris Insights
Manager for Business Systems | Camunda
B2B Marketing Ops manager | Drizly
Marketing Operations & Analytics Manager | SalesIntel
Web Marketing Manager | Leadfeeder
Senior Growth Analyst | LeagueApps
Revenue Operations Analyst | Newsela
Partner Operations Analyst | Recharge Payments
Data Scientist | Leadfeeder
Hubspot Administrator | Flex
Salesforce Administrator | Samba TV
Salesforce Admin | Trax
Salesforce Administrator | Labster
Email Marketing Associate | BrainPop
Revenue Systems, GTM | Cresta
🚒 Weekly RevOps Meme
Thank you, Jonathan Goldfuss!
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