Focalize the efforts of your revenue operations for more customer satisfaction in 5 steps
The more sales and marketing are aligned, the better the revenue outcome for the company. High-touch, high-value, long lead time sales that rely on a well-coordinated revenue team and unique sales planning with marketing pay off well and are top performing in digital selling.
These are two of the biggest outputs of the 2020 digital selling research conducted by Altimeter.
And did you know that according to LinkedIn, the chief revenue officer is now the fastest-growing C-suite role? This executive role manages functions like marketing and sales under the same leadership, strategy and KPIs.
Gartner says that revenue operations is “an end to end function based on share data, observability and workflow across different aspects of go-to-market functions like marketing, sales, customer success and support”, so more and more, we see the need to streamline efforts, operations, teams and tools for a better customer experience.
To be effective in your customer engagements, you need to work on your team convergence and alignment. So where to start?
- ONE: You’ll need to log all engagements made by your teams like marketing, sales, ISR, BDR and customer success to have a 360-degree view of what is performed day by day;
- TWO: You’ll need to have workflows in place to automate processes and messages which should be in line with your strategy and customer journey;
- THREE: You’ll need shared data to feed all your customer-facing teams with valuable insights to make their customer and buyer engagement more effective;
- FOUR: You’ll need to track your face-to-face and digital team efforts, customer interactions and processes to gain visibility on ongoing practices, be able to share best practices and work on those that are not profitable so that you can change them quickly;
- FIVE: And you’ll need the right tools to orchestrate and organize your interactions and conversations on multiple channels around your CRM, ERP, inventory management and the rest of your existing stack.
Complexity has risen during the last years and this had led to bidirectional communication. Your customers and your customer-facing teams are in constant dialogue. Make sure you enable your teams to prepare, engage and track their conversations in the best way to provide the customer journey that you desire. This will result in happier and more synchronized teams, lower costs, shorter lead times and overall, more effective communication with your customers and buyers.
Learn more about sales enablement here.