How to Optimize the GTM Process Iteration

Even though a big part of the Revenue Operator main job involves designing and redesigning the Lead to Renewal process, it is far from being solely a RevOps responsibility. The cross functional nature of Revenue Operations does require the collaboration and interlock with other functions, since there needs to be a cohesive solution not only around the business side, but also from the technology point of view, specially when it comes to the Process creation and iteration.

Just like with the tech stack management, the format that I've seen working the best to design and redesign processes is a collaboration between Sales/CS leaders and Revenue Operators. For the same reasons, having both functions work together ensures the right balance between the business needs and technical possibilities. Who never faced that situation in which the sales leaders wanted to automate steps X, Y and Z in the CRM, talked to the sales team to make sure it's an improvement that makes sense and designed all the workflow only to get shutdown by Revenue Operators because implementation is just too difficult (and many times impossible with the current resources the company has)? Yes, we have all been there.?

In this case, the collaboration between Sales/CS and RevOps is even more important, because the implementation piece is usually under the CRM Administrator or technical consultancy firm's responsibilities. And because of that, understanding what the requirement is and what is technically possible to implement are crucial to optimize every stakeholder's time and efficiency. The main goal of the process iteration is to make sure there is CRM adoption from the end user (sales reps) perspective and make it not only as seamlessly as possible to use, but also actually useful for the rep to track his/her daily activities, manage the pipeline, forecast etc. With that being said, within the process iteration, it's common for Revenue Operators to act as Product Managers - which involves getting together with the sales leaders to gather the requirements of the project and understand its business case and technical scope - where the product is the CRM, the end user is the sales rep and the outsourced CRM developers are the Developers/Programmers.