RevOps Simplified: An Application Framework for MarTech, SalesOps, and CS
Grow predictably.
Introduction
Deploying a clear and effective strategy for revenue growth isn't getting any simpler. The following framework is a place to start, and restart, when it comes to operationalizing customer acquisition and success.
"All models are broken. Some are useful"
--George E. P. Box, renowned British Statistician
The Test, Connect, Deliver Framework
By highlighting a primary mindset and action for each area, the goal of the Test, Connect, Deliver Framework is to holistically, predictably improve revenue growth.
Stage 1: Test (MarTech)
At it's core, MarTech is really just sending a message to a list of people. Whether that needs to be via email, SMS, DMs, etc. will determine tool chain, but the key to MarTech success is TESTING different messages and measuring engagement quantity (number of leads) and quality (CAC/Effort vs. LTV/Ascension).
Consider:
- Developing a lexicon from client interviews. Unless clients are using it, stay away from insider jargon.
- Use AI to quickly develop several message candidates.
- Segment where possible to target an audience or even personalize to increase engagement.
The mindset here is EMPATHY. If we can imagine life as our prospect, which is really hard to do well but is helped by talking to them on the regular, we can speak about pain in a resonant way. As tribe members. So, empathize then test. Said another way, if we're not testing, we're not marketing because marketing is testing.
Stage 2: Connect (SalesOps)
Once we're predictably generating warm leads through MarTech (one-to-many), it's time to CONNECT with them on a personal level (one-to-one). If MarTech is sending a message to a list, SalesOps is sharing an offer with a person. To know whether we're connecting personally (and connecting problems with products), measure close velocity via quantity (amount won) and quality (slugging, or dollars won divided by dollars quoted, i.e. the effort required to win). Feed winning segments back into the MarTech message and SalesOps script.
Consider:
- For SDRs: State who we are and pause. Ask permission to share the kinds of issues people are typically having when they choose to schedule more time. Listen for pain.
- For AEs: Over-prepare. When the SDR asked for the prospects's time that was a political withdrawal. We're starting in the hole, which means we're on the clock to flip the scale. Asking questions that could have been answered through research is heading the wrong direction. Instead, create value. At the end of the first call, there must be a positive goodwill balance. Salesy case study leave-behinds are withdrawals not deposits.
- For RevOps: Share the importance of following a plan. Otherwise wins and losses will be random, and we can't learn.
The mindset going into one-on-one interactions is HELP. Overcoming calling nerves, and authentically CONNECTING, is way easier when we're going in with the mindset to HELP.
Stage 3: Deliver (CS)
The final stage involves onboarding clients in a way that exceeds their expectations and provides ROI as quickly as possible (i.e. lowering Time To Value).
Consider:
- Starting with a micro-win for the client so we can get momentum and help our champion get internal buy-in. Measure how long this takes.
- Share a detailed plan, with steps, so the client understands who is doing what, in what order, and the typical time spans involved.
- Queue up some bonus resources that we can deploy at specific milestones to keep the energy high. Success is going to take adoption, which takes momentum.
Mindset going into client onboarding is IMPACT, which is not only measurable but is also tangible when it is delivered at speed.
Aside: Prospect feedback doesn't have to be something we gather at the very end or after they churn. Consider mentoring the team to write things down and provide rewards or recognition when team members feed information back to RevOps (who of course will fold it back into MarTech, SalesOps, and CS).
Conclusion
Pairing mindset (Empathy, Help, Impact) with actions (Test, Connect, Deliver) is a frame for helping multiply MarTech, SalesOps, and CS efforts to grow customer acquisition and success.
MarTech
- Mindset: Empathy
- Action: Test
- Measure Engagment (Quantity): Number of warm leads
- Measure Engagement (Qualtiy): CAC/Effort vs. LTV/Ascension
SalesOps
- Mindset: Help
- Action: Connect
- Measure Closes (Quantity): Amount Won
- Measure Closes (Qualtiy): Slugging (dollars won divided by dollars quoted)
CS
- Mindset: Impact
- Action: Deliver
- Measure ROI (Quantity): External = Time To Value (micro-win and ROI) and Internal = Ascension vs. Churn
- Measure ROI (Qualtiy): External = NPS (Net Promoter Score) and Internal = Effort to onboard (hours, engagements, emails...)
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The goal of RevOps Report is to create product reviews, curate news, & advance discussions around MarTech, SalesOps, and CS.
