How to Build and Drive Revenue Focused SaaS Marketing Operations
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This was discussed at "SaaS Marketing Workshop" conducted by HelloMeets at WeWork office in Singapore. Speaker & Presentation by: Anmol Oberoi is a SAAS marketer with over 4 years of experience with some of India's most respected Saas startups like Wingify, Tracxn. -He is an alumnus of RV College of Engineering -He was the first member of the marketing team at Tracxn and helped grow the team to 40 members in a year with 25 direct reportees, while Tracxn grew from 20 to 500 employees Presentation includes: -What is Revenue Ops & why do you need it in your organisation? -What a globally competitive SAAS marketing operation entails -Setting up a tech stack for a robust revenue (marketing, sales) operations -How to track results from Outbound, Content, Community Management & Paid advertising month on month -Actionable examples of how marketing & sales operations impacted the $20 million ARR Revenue Operations Team
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How to Build and Drive Revenue Focused SaaS Marketing Operations
- 1. @obanmol10 #RevOps Wingify How to Build and Drive Revenue Focussed Saas Marketing Operations Learnings from a $20 million ARR Revenue Operations Team
- 2. @obanmol10 #RevOps Wingify Hi! I’m Anmol Oberoi Driving RevOps, Wingify
- 3. @obanmol10 #RevOps Wingify Let’s get to know each other better Find out one person for each category, who: Travelled to 5 countries Sat on a Helicopter Has a twin Born in May Works for a Saas startup Is a teetotaler Is not a Marketer Plays basketball Loves Justin Bieber
- 4. @obanmol10 #RevOps Wingify WHAT I DON’T DO
- 5. @obanmol10 #RevOps Wingify WHAT I DO
- 6. @obanmol10 #RevOps Wingify How do we create better customer experiences among an increasingly non- linear customer journey and fragmented technology stack?
- 7. @obanmol10 #RevOps Wingify THE OLD GO- TO MARKET FLOW
- 10. @obanmol10 #RevOps Wingify When to consider Revenue Ops
- 11. @obanmol10 #RevOps Wingify OUR PROCESS IS BROKEN That’s my CEO OUR DATA IS A MESS! Common complaints before RevOps
- 12. @obanmol10 #RevOps Wingify Common complaints before RevOps WE HAVE TOO MANY TOOLSMQL’s ARE BULLSHIT
- 13. @obanmol10 #RevOps Wingify The four pillars of Revenue Ops
- 14. @obanmol10 #RevOps Wingify Understand what your true revenue focus is - This typically depends on the sales model of an org a. Highly transactional product = Start at Finance b. Longer sales cycle and higher ACV = Start at Sales c. Focused on customer retention = Start at Customer Success Inevitably you'll be working with all of these parts of the organization, but you'll want to focus your starting point within the group that has the highest focus on revenue growth. Pillar #1 - Management & Strategy
- 15. @obanmol10 #RevOps Wingify Pillar #1 - Management & Strategy SALES + MARKETING = SMARKETING
- 16. @obanmol10 #RevOps Wingify Pillar #1 - Management & Strategy
- 17. @obanmol10 #RevOps Wingify Pillar #1 - Management & Strategy
- 18. @obanmol10 #RevOps Wingify Pillar #2 - Process Optimization – Case 1 CONTENT CALENDAR A. Monthly sync to decide topics B. List down topics along with dates, owner, approver C. Sync to Google Calendar STEP 1
- 19. @obanmol10 #RevOps Wingify Create weekly view using simple formulas to have visibility into the year CALENDAR VIEW STEP 2 Pillar #2 - Process Optimization – Case 1
- 20. @obanmol10 #RevOps Wingify Calendar sends alerts to start preparing content story GOOGLE CALENDAR STEP 3 Pillar #2 - Process Optimization – Case 1
- 21. @obanmol10 #RevOps Wingify COMMUNITY PLATFORM A. List each engaged topic by forum B. Track dates for each status and each marketer Pillar #2 - Process Optimization – Case 2 STEP 1
- 22. @obanmol10 #RevOps Wingify A. Create MTD to track daily activity B. Automate MTD to mail Pillar #2 - Process Optimization – Case 2 COMMUNITY PLATFORM STEP 2
- 23. @obanmol10 #RevOps Wingify Track success in GA Pillar #2 - Process Optimization – Case 2 COMMUNITY PLATFORM STEP 3
- 24. @obanmol10 #RevOps Wingify SALES PRODUCTIVITY Automated Sequences for all inbound leads Pillar #2 - Process Optimization – Case 3 STEP 1
- 25. @obanmol10 #RevOps Wingify Automated tasks/reminders for all high value leads Pillar #2 - Process Optimization – Case 3 SALES PRODUCTIVITY STEP 2
- 26. @obanmol10 #RevOps Wingify Insert available slots into Gmail Pillar #2 - Process Optimization – Case 3 SALES PRODUCTIVITY STEP 3
- 27. @obanmol10 #RevOps Wingify Pillar #3 - Project Management Tracking tasks via swim lanes daily DAILY STAND UP STEP 1
- 28. @obanmol10 #RevOps Wingify Tracking burn down of each task to keep teams agile DAILY STAND UP STEP 2
- 29. @obanmol10 #RevOps Wingify Pillar #4 - Measurement Measure not only number of MQL’s but also LTV, CAC, CPL for channels where you spend MEASUREMENT
- 30. @obanmol10 #RevOps Wingify Pillar #4 - Measurement Keep a track of no. of MQL’s each day/week for each rep This becomes your am MEASUREMENT
- 31. @obanmol10 #RevOps Wingify What would be the career path for this role?
- 33. @obanmol10 #RevOps Wingify Partners you can rely on for your Revenue Ops
- 34. @obanmol10 #RevOps Wingify GoNimbly A. The Go to Revenue Ops Partner B. Experience setting up RevOps for likes of Zendesk, Zenefits RevOps Consultants
- 35. @obanmol10 #RevOps Wingify Resources A. Getfunnelcake.com/revenue-operations B. Radius.com/2017/03/02/rise-revenue-ops/ C. Slideshare.net/MarTechConf D. 5+Best+Saas+Marketing+Hakcs-Ryan-Bonnici-SaaStock2018.pdf
Hinweis der Redaktion
- How many of you have heard of Wingify or Tracxn here? I ask you this because basis the number of people who have heard about Wingify or Tracxn, I will put an effort to convince you to listen to me. So this is my small attempt at convincing you to hear me for the next 45 minutes - some numbers: I joined Tracxn as their 20th employee and when I was on my way out the company had grown beyond 500 people with an annual recurring revenue of $5M with $14M in funding Wingify on the other hand is used by 5000+ brands in 90+ countries and is completely bootstrapped with $20M in revenue.
- So before we get started, let’s do a quick fun exercise. So all of you will need a pen and paper for this. Its pretty straightforward - all you need to do is find one person for each of the listed category in the room. I am doing this, because I want everyone to know each other before leaving this session. Secretly the reason to do this is to ensure everyone goes out happy even if you don’t find my session useful :) Go around, talk to each other.
- Does your marketing, sales and customer success team look something like this? So whats the problem with the approach? Marketer’s job is to educate and generate leads Sales job is to sell and close Customer success job is to have a lasting impact on the customer, reduce churn Each of these teams are optimizing a customer’s journey in silos
- Does your marketing, sales and customer success team look something like this? So whats the problem with the approach? Marketer’s job is to educate and generate leads Sales job is to sell and close Customer success job is to have a lasting impact on the customer, reduce churn Each of these teams are optimizing a customer’s journey in silos
- Lets take a step back
- Does your marketing, sales and customer success team look something like this? So whats the problem with the approach? Marketer’s job is to educate and generate leads Sales job is to sell and close Customer success job is to have a lasting impact on the customer, reduce churn Each of these teams are optimizing a customer’s journey in silos
- Does your marketing, sales and customer success team look something like this? So whats the problem with the approach? Marketer’s job is to educate and generate leads Sales job is to sell and close Customer success job is to have a lasting impact on the customer, reduce churn Each of these teams are optimizing a customer’s journey in silos
- Now this approach leads to a local maxima [because this is local optimization] The new way is Goto Market operations or revenue operations which means optimization across: SO now your marketers go after customers that customer success can really work well with a this leads to lower costs This is what most innovative companies will adopt to first. So how do we do this?
- Lets take a step back
- If you don’t have a CRO, RevOps can live under the Operations or Marketing umbrella. This decision comes down to the needs of your business and the skill-set of your leadership team. CROs are new – according to LinkedIn job data, in the United States there are roughly: 4,100 CROs 24,400 CMOs 43,000 COOs Almost half of CROs are in emerging tech companies, those with 50-200 employees. Most CROs have been in the role for less than 2 years.
- If you don’t have a CRO, RevOps can live under the Operations or Marketing umbrella. This decision comes down to the needs of your business and the skill-set of your leadership team. CROs are new – according to LinkedIn job data, in the United States there are roughly: 4,100 CROs 24,400 CMOs 43,000 COOs Almost half of CROs are in emerging tech companies, those with 50-200 employees. Most CROs have been in the role for less than 2 years.
- Lets take a step back
- Make bullet points small
- https://www.linkedin.com/pulse/engineers-guide-building-content-calendar-anmol-oberoi/
- https://www.linkedin.com/pulse/engineers-guide-building-content-calendar-anmol-oberoi/
- https://www.linkedin.com/pulse/engineers-guide-building-content-calendar-anmol-oberoi/