Aligning RevOps Investment and GTM Motions

Every company needs RevOps.  

Why?  Because….

Every company wants cross-functional alignment and collaboration.

Every company wants better visibility to identify areas for improvement.

Every company wants a better experience for their customers.

Every company wants a scalable framework for sustainable and repeatable revenue growth.

But not all companies experience the benefits of RevOps in the same way and their go-to-market (GTM) motions are a big reason why.

Types of GTM Motions

The differing methods used by companies to deliver a product or a service to its customers are commonly referred to as sales motions.  They can vary from one another in a myriad of ways including having different structures, different proposal types, different configure/price/quote needs, and different RevOps needs.  Here are five sales GTM motions:

Product Led Growth

• Many times, your marketing and sales teams are your products  
• Relies on word of mouth
  

Inside Sales (1-Stage)

• Full cycle AE
• Take an inbound call from the first call all the way to the end
• Low touch, not many stages, not many meetings

SDR/AE Sales (2-Stage)

• Aligned with an outbound motion (SDR)
• Sales Development Rep (SDR) does meetings, discovery calls
• Account Executive (AE) does demo and closes deal from beginning to end
• Typically done this way because SDRs specialize in turning prospects into potential clients and AEs specialize in persuading potential clients and finalizing the sale

Field Sales

• Vertical alignment
• Specific amount of accounts you’re assigned to (typically 10-100)

• These are not customers, you have not worked with them before
• Higher contract values
• Custom proposals to close deals

Named Accounts

• Large entities (e.g. Amazon)
• Knowing people and identifying upcoming projects
• Multi-million dollar deals
• 9-18 month sales cycles
  

Why is RevOps Important for These GTM Motions?

Question:  How do you know if something is necessary?  

Answer:  If you can point to a direct benefit it provides.

Companies usually have lots of tools and strategies woven into their day-to-day operations, but many of these provide no direct benefits.  

Here’s where RevOps is different:

Product Led Growth

Aligning Sales and Product

What RevOps does:  Aligns sales and product teams, ensuring that product usage data and customer insights are integrated into the sales process. 

What’s the result?  Enables sales teams to identify upsell and cross-sell opportunities, drive expansion revenue, and increase customer retention.

Enhancing User Experience

What RevOps does:  Optimizes the user experience of the product, ensuring that the onboarding process is smooth, frictionless, and tailored to individual users. 

What’s the result?  Leads to higher user adoption, engagement, and retention, resulting in increased customer lifetime value and revenue growth.

Revenue Tracking and Attribution

What RevOps does:  Establishes proper revenue tracking and attribution methodologies, accurately attributing revenue to specific product features or user behaviors. 

What’s the result?  Enables organizations to measure the effectiveness of their PLG strategy, optimize their product offerings, and drive revenue growth through data-driven decision making.

Inside Sales (1-Stage)

Sales Process Optimization

What RevOps does:  Optimizes the sales process by streamlining sales operations, automating repetitive tasks, and providing sales teams with the right tools and technologies.

What’s the result?  Helps improve sales efficiency, shorten sales cycles, and increase revenue generation.

Data-Driven Sales Strategies

What RevOps does:  Provides robust data analytics and insights, allowing organizations to track, measure, and analyze key sales metrics and performance indicators. 

What’s the result?  Helps in data-driven decision making, identifying areas of improvement, and optimizing sales strategies to drive revenue growth.

Collaboration and Alignment

What RevOps does:  Fosters collaboration and alignment between different departments, such as sales, marketing, and finance.

What’s the result?  Enables cross-functional coordination, leverages data and insights from different teams, and optimizes revenue generation efforts for holistic growth.

SDR/AE Sales (2-Stage)

Data Integration and Analysis

What RevOps does:  Integrates data from different sources, such as marketing automation systems, CRM, and sales engagement platforms, to provide a holistic view of the sales funnel. 

What’s the result?  Allows organizations to analyze and optimize the sales pipeline, identify bottlenecks, and make data-driven decisions to improve sales performance.

Sales Enablement

What RevOps does:  Supports sales enablement efforts by providing SDRs and AEs with the right tools, resources, and training to effectively engage with prospects and close deals. 

What’s the result?  Access to sales collateral, sales playbooks, and sales training programs, leading to higher sales productivity and revenue generation.

Sales Technology Management

What RevOps does:  Manages and optimizes the sales technology stack used by SDRs and AEs, such as CRM systems, sales engagement platforms, and other sales tools. 

What’s the result?  Ensures that sales teams have the right technology stack to support their sales efforts, resulting in improved sales effectiveness and revenue generation.

Field Sales

Territory Management

What RevOps does:  Optimizes territory assignments for field sales teams, ensuring that sales representatives are assigned to the right territories with the highest revenue potential. 

What’s the result?  Leads to better coverage of target markets, improved sales opportunities, and increased revenue generation.

Forecasting and Predictability

What RevOps does:  Provides accurate sales forecasting and predictability, helping organizations make informed decisions about resource allocation, sales strategies, and revenue projections for field sales teams. 

What’s the result?  Enables better sales planning and execution, resulting in improved revenue performance.

Process Standardization and Scalability

What RevOps does:  Standardizes sales processes and implements scalable solutions, ensuring that the sales organization is efficient, consistent, and well-prepared for growth. 

What’s the result?  Enables organizations to scale their field sales efforts effectively and achieve sustainable revenue growth.

Named Accounts

Account-Based Marketing (ABM)

What RevOps does: Aligns marketing and sales efforts, implementing ABM strategies that focus on targeted accounts. 

What’s the result?  Ensures that marketing and sales efforts are coordinated, resulting in improved customer engagement, increased deal velocity, and higher win rates.

Account Prioritization and Segmentation

What RevOps does:  Helps identify and prioritize high-value accounts, segmenting them based on revenue potential and strategic importance. 

What’s the result:  Allows sales teams to focus their efforts on the most valuable accounts, resulting in improved account penetration and revenue generation.

Relationship Management

What RevOps does:  Helps sales teams manage relationships with key stakeholders by providing visibility into previous interactions, communication history, and engagement metrics. 

What’s the result?  Enables sales teams to build strong relationships, improve customer satisfaction, and drive repeat business.

When Should RevOps be Implemented for These GTM Motions?

It’s a slam dunk that RevOps is necessary for all 5 of these GTM motions, but when’s the best time to invest in it?

Spoiler:  Do it early.

Product Led Growth

A good product led growth strategy is one which involves investing in RevOps early, as it will allow a company to identify and address operational inefficiencies and build a solid foundation for sustainable revenue growth.

This is especially important for companies with a bottom-up approach, where individual users or departments within an organization adopt a product before a larger enterprise sale is made, as it can be difficult to scale without a solid foundation.

Inside Sales (1-Stage)

In an Inside Sales (1-Stage) GTM motion, the sales process typically involves a single touchpoint with the customer, which means that every interaction is critical to converting the sale. This makes it even more important to invest in RevOps early on to ensure that the sales process is optimized for maximum efficiency and revenue generation.

SDR/AE Sales (2-Stage)

SDR/AE sales teams should invest in RevOps early on in their 2-stage GTM motion, ideally at the beginning of the sales process (when the company is experiencing growth and needs to improve its sales ops).

Field Sales

Field sales should invest in RevOps at the earliest possible time, ideally when the company is initially setting up its sales function. 

Named Accounts

Named accounts should invest in RevOps when they have a sufficient number of high-value accounts to manage. 

Summing It Up…with GIFs

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COMPANIES IN DIFFERENT WAYS WHEN THEIR GTM MOTIONS

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IN REVOPS EARLY

IT’S ALMOST IMPOSSIBLE TO SAY