Without a tight sales process: ?- Marketing spend is wasted… ?- Sales Pipeline can’t be trusted… ?- Sales Forecasting is impossible… ?- CS is handed a mess with high churn… Without a tight sales process: ?- Unqualified deals enter pipeline ?- Deals remain in pipeline far too long ?- Forecasting is impossible with this data ?- Marketing leads are not worked properly ?- Outbound leads are not worked properly ?- Poor fit prospects become new customers ?- Steps are skipped in sales that lead to churn If there is one place to start in Revenue Operations it’s confirming you have the right ICP and Buyer Personas and then designing and documenting a clear sales process to turn those prospects into happy customers. If you can’t do this, virtually every penny you spend on your entire Revenue Team will be poorly spent.? Anything I missed? What would you add? ??
Good post. I’ve swapped “personas” for buyer segments for clarity’s sake and because so many marketing people think of personas only in the sense of roles and heavy sociographic traits(wears Nikes and owns company growth). Also need to capture firmographic data to act.?
Discipline to follow the process is how you build a repeatable playbook. Willy nilly do what you want x the number of people in your org = a big mess
The SDR's you hired and trained for weeks will not be successful and it will be a revolving door of sales people, from SDR's to top level account executives. You've just trained SDRs for a few months so they can go somewhere else where the sales processes are locked down, they have a razor sharp ICP, and the buyer personas are clear.
Another great insightful post!
YES. So much time in the sales world today is focused on top of funnel techniques and how to get more "appointments". But, what about the ones that you already have and the potential that is sitting in your pipeline?!
Customer Feedback Loop: Create a systematic approach for collecting and analyzing feedback from customers. This information can be invaluable for refining the sales process and addressing pain points.
Sales Strategy & Revenue Operations | Sales Compensation Expert
1 年As mentioned before with regards to "one place to start in RevOps"... You cannot start with a process. You cannot have a process unless you know who your customers / prospects are, not just by ICP, but by segment... And you cannot have a process until you have a RTM / channel strategy. Processes vary by... ?Customer segment (size, vertical, propensity to buy, etc) ?Channel strategy (are we using partners to sell through, sell with, or influence deals? How do we interact / collaborate with them? what is the shared value prop?) ?Sales / revenue motion (are we doing different things for different types of customers for new-logo, expansion, upsell motions? Are we focusing more / less on any of those sales motions?) Yes, build a process around ICP. But more importantly, build a process around how organizations will buy from you.