Predicting Your Future | MOPs Notes | 3-21-24
Ops Cast | Predictability and Planning of Pipeline Metrics with Rachel Squire | Rachel Squire
First step:?Model journey, understand behavior, and build strategy from there?
Waterfall is a thing of the past: Rachel talks about how we can't think prescriptively in a stage-by-stage approach because information is much more readily available than it once was.
How to reverse engineer goals:?Rachel says you can no longer reverse engineer revenue to MQLs as a simple solution. Reverse calculations are still required, but understanding that a combination of positive leading indicators like MQLs, web traffic, and other factors are indicative that you are on the right path.?
Louder for the people in the back:?Tie sales and marketing success metrics to revenue.??
Data integrity is essential:?Rigor in sales processes, onboarding, and offboarding is crucial but time consuming - so it goes overlooked.?
Pipeline coverage for marketing:?Make data-driven decisions based on how likely someone is to convert to the next stage. Back-calculate using historical conversion times and rates to figure out how many prospects you need to influence in each stage at any given time.?
Business Operations | Marketing/Revenue Operations | Mentor | Advisor | Podcast Host
1 年TJ Hager thank you for the summary of the conversation that Rachel and I had on Ops Cast recently. The big lesson learned or takeaway for me was how it is important to differentiate a "funnel" model (a simple abstraction) from the actual, complicated, and non-linear buyer journey in the modern B2B world.