Years of SiriusDecision research prove that B2B organizations with an aligned revenue engine grow faster and more profitably than their peers. Not coincidentally, the number of B2B professionals whose job titles include the word “revenue” is surging, because focusing on revenue signals an enlightened view of alignment.
The question is, what does this shift really mean when it comes to cross-functional execution? Fully realizing the benefits of revenue engine alignment has made Revenue Operations the new mandate for companies that want to outperform their peers.
In this presentation, Dana Therrien will explain why Revenue Operations isn’t just a title or an organizational structure; it's a mindset and strategy for the next phase of B2B growth. If you're a sales and marketing operations leader, don't miss this important discussion to:
- Understand what Revenue Operations means, what’s driving the trend and why now?
- Learn the benefits of a Revenue Operations approach and the impact on operational functions within your organization
- Learn diagnostics and actions your organization can take to implement a Revenue Operations approach
2. 2 Confidential to LeanData
500+ 140+ 6.5
The Leader in Revenue Ops
CUSTOME
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EMPLOYEE
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YEARS IN
BUSINESS
3. CUSTOMER
SUCCESS
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Fragmented Teams + Changing Strategies + Lack of Coordination = Bad Buying Experience
• 60–70% of B2B Buyers Journey is Digital
• 7–9 People Involved
DEMAND
UNIT
WATERFALL
MARKETING
PARTNERS
DIGITAL
CONTENT
ABM
INBOUND
SOCIAL
Digital Transformation is Redefining GTM Success
OUTBOUND
DIRECT
SDR
Confidential to LeanDataSource: Harvard Business Review
4. 4
Challenges in the Revenue Chain
Confidential to LeanData
F R A G M E N T E D A P P R O A C H T O G O T O M A R K E T
DATA PEOPLE PROCESSES
• Disconnected, function-
specific systems
• Buying groups of 7-9 people
• Siloed teams do not communicate
• Teams focused on their own
OKRs
• Multiple GTM routes
• Broken customer experience
5. Managing Across Entire GTM is Creating a New Category
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PARTNER
OPS
CUSTOMER
OPS
SALES
OPS
MARKETING
OPS
CUSTOM
ER
SUCCESS
SALES
MARKETI
NG
PARTNER
CHANNEL
Revenue
Ops
Confidential to LeanData
6. 6 Confidential to LeanData
U N I F I E D A P P R O A C H T O G O - T O - M A R K E T
DATA PEOPLE PROCESSES
• Leads mapped to Accounts
• Objects flow seamlessly
• Accounts prioritized and routed
based on engagement levels
• Enables revenue teams to engage
multiple contacts in a coordinated
manner
• All teams align on target accounts and
revenue goals
• All GTM routes easily implemented
and optimized using visual flows
• Seamless customer handoffs and
buying experience
LeanData Threads the Entire Revenue Chain
7. 7 Confidential to LeanData
The LeanData Revenue Ops Platform
EXECUTION ANALYTICS
PLANNING
PLATFORM
LeanData provides the tech platform with which this unified GTM approach can be facilitated. It helps implement all kinds of GTM routes including ABM by managing data, people, and processes centrally.
DATA
From a data perspective one of the big things we do is connect leads in Salesforce to your accounts with high accuracy. So now your account-based campaigns can work on any person in the account, doesn’t matter if they’re a lead or contact. And any engagement or attribution analytics you see to optimize ABM campaigns also includes data from both leads and contacts in the account.
We also make data flows within Salesforce seamless using routing so that objects like leads, accounts, contacts, opps can be routed to owners based on conditions. This helps you implement complex ABM process without manually going and assigning objects.
With our upcoming Engagement analytics you will also be able to help team prioritize accounts to go after, co-ordinate touches, and decide where to focus on based on high or low levels of engagement.
PEOPLE
LD helps sales, marketing, customer success, partnerships teams work as one cohesive unit to tackle target accounts, multiple leads and contacts within these accounts, etc.
Now everyone has clearly defined roles when targeting large & complex target accounts with clear coordination between marketing, SDRs, AEs, etc.
PROCESS
Our routing product can help companies use a visual interface to quickly implement and optimize any GTM route. In terms of ABM you can even route target accounts based on their engagement scores or behaviors.
The seamless flow of CRM objects through these flows also ensures that account-based touches are completely coordinated and timely. As a result, the customer has a great buying experience with your company
Kerry -1-
But, of course that isn’t the only model designed to drive alignment.
We also have the buyer aligned sales process, which aligns the selling organization with the Buying organization.
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And then we have the customer lifecycle framework, which provides structure for how an organization should measure the health of their existing customer base and drive the right actions to have high retention and growth rates.
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But we aren’t all the way there yet, as the alignment research has shown. So, what’s next?
<<Build>>