Revenue Through Evidence-Based Results | MOps Notes | 1-11-24

RevOps FM | Going Deep Into Refine Labs Methodology | Sidney Waterfall & Justin Norris

• Transitioning off the MQL hamster wheel requires a strategic mindset, measurement, and leadership buy-in
• Numerous organizations have remained unfocused on data structure, operations, messaging, and positioning.
• Macroeconomic factors are forcing organizations to be more data-driven.
• The shift must be strategic, not just marketing-related.
• Step 1: Get Sales, Marketing, and Leadership alignment for any key changes.
• Redefine KPIs. Instead of focusing on a lead-based approach, let the buyer remain anonymous until they are ready to convert.
• As a result, there will be a longer period when things are not highly trackable, which can be uncomfortable.
• You will see an overall MQL reduction, but an increase in declared intent MQLs which convert into higher quality pipeline, opportunities, and revenue.
• Focus on the leading indicators: traffic to high-intent pages, campaign engagement, and in-platform conversion.
• Trust the process! Qualified or HIRO (standardized high intent revenue opportunity) pipeline will increase quarter over quarter.
• To change content tactics, use what you already have and repackage published content for social, video, or other channels. You can then focus new content generation on what is educational, differentiated, and valuable to your market.
• Take time to analyze your buyer funnel and customer behavior.
• Sidney and Justin go into the details of how to do this which is a little too in-depth for this format, so I highly recommend setting aside some time to listen to what they have to say! The second half of the presentation covers measuring attribution, UTMs, and much more.
• Key considerations: focus on the buyer funnel rather than internal sales and marketing funnels, and understand what your qualified buyers are doing; Standardized pipeline to; Challenge the traditional linear funnel and focus on messaging and content pillars to deliver relevant content when your buyer is ready for it.
• [58 min] https://revops.fm/episode/going-deep-refine-labs-sidney-waterfall