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Last week, Matt Bolian, Head of Growth and Strategy at RevPartners, led a Live Webinar on how to set up your Revenue Engine by leveraging his Revenue Operations Manifesto - a simple set of guiding principles to implement in 2023.
The manifesto principles underpin and guide your decisions when creating and executing sales and marketing processes. Adopt and adhere to the manifesto (below) and you will be in the top 10% of companies running RevOps.
If you find yourself asking: "What does it mean to implement RevOps?”
Then this is the blog for you!
Introducing the RevOps Manifesto
The Problem
Recognize that RevOps is the biggest competitive differentiator for scaling companies. The questions are shifting from "Should I do RevOps?" to "How do I do it well?"
So, you hop on Google and start searching for some guide or starting point. But, all you find are definitions that are Too heady, too theoretical, and too conceptual do actually do anything with! So, the problem remains...
The Solution
RevOps, at its most base level, is this. "Behaviors that create actionable data." It's that simple. This is why our team specializes in weaponizing data. It is the power, the fuel behind every effort that your company makes.
Remember that guide you were just searching for? We have clear, simple, practical behavior-based tenets that will lay the foundational layer of doing RevOps.
Bottom Line: No process can function well if The Manifesto behaviors are not happening
Tenets that Define RevOps Implementation in 2022#1: I recognize this truth: adoption > process > tool
Significance
Adoption: Without adoption, process does not exist
Simple: Simple processes are betters
Tools: Tools matter
Application
Track: Track adoption of tools
Iterate: Starting a new process / tool is 25% of the journey
Selection: The most important selection criteria for any tool is "how easy is it to use."
End State: 100% adoption of CRM by all departments
#2: I shall run a weekly sales pipeline call in my CRM
Significance
Adoption: Creates patterns and consistency
Rhythms: Know when the data is "ready" + increase comms
Repetitions: Creates organizational strength
Application
Schedule: Schedule recurring meeting with sales team
Never Skip: If VP isn't there to run, someone else does
Timing: Start this as soon as sales team is >1. Best day is Tuesday
End State: Predictable timeline for data integrity in CRM
#3: I shall manage my sales from a Dashboard in the CRM
Significance
Adoption: Inspect what you expect
Data: Ability to trust your data
Accountability: Holds reps accountable for data (Close date, contact, forecast category)
Application
Dashboard: Use ONE Dashboard. Use it every time.
Question: Ask the same questions every time.
Rule: If not on this dashboard, then it does not exists.
Leaderboard: Use them to drive competition
End State: Can answer the question, "Will we hit our target?"
Document Review
#4: I shall decrease the number of databases I use
Significance
Adoption: 1 source where all data is located
Adoption: Back offers users
Admin: Decreases need for admin. Less integrations to manage. Helps you specialize on less tools.
Application
CRM: Get one and start using it
Combine MAP + CRM: Put marketing and sales in the same database, reporting from same data.
End State: Multiple departments do their reporting in one system
#5: I shall draw my processes
Significance
Adoption: You follow processes you can see. Foundational to training.
Improvement: Can visualize what is missing + seeing areas to automate. Helps prioritize "bottlenecks."
Onboarding: Decrease ramp time. Makes shadowing more useful.
Application
Signup for Tool: Recommend Miro or Lucidchart
Pick a Process: I recommend starting with Sales Stages - Pipeline
Force It: You will never have enough time. Block the time on your calendar with people.
End State: All Customer Touch Points from Sales to Delivery are drawn out
#6: I shall measure marketing by revenue
Significance
Adoption: Marketing will ensure sales data is correct. More eyes on the data
Focus: Common goal creates focus on what is working
Customer: Marketing focuses more on customer and less on MQLs
Innovation: Marketing focused on dark funnel + BOFU
Application
Never Ask: How many MQLs do we have.
Add Marketing: Add marketing to weekly sales call
B2B Attribution: Focus attribution on the deal level (not contact)
Add Deal Source: Add deal source to lists in weekly sales meeting
End State: Marketing and Sales like each other
#7: I shall eliminate Excel/Google Sheet
Significance
Adoption: The fastest way to destroy an CRM - let a rogue Excel have more accurate data.
Opportunity: Excels are created for 1 of 3 Reasons.
Find the reasons and iterate.
1.Consolidation: Data is not in one place
2.Can't Find: Data is not being collected
3.Training: Person doesn't know system
Application
Don't Allow It: If you see it, ask that question "Why is this not in the CRM?"
Stay Alert: Lead your team to answering their questions within the CRM
End State: Data Collection, processing, and visualization occurs via 1 tool
#8: I shall hire a dedicated RevOps resource.
Significance
Adoption: Processes need constant iteration. Growth begets complexity
Profession: RevOps - creating actionable data via behaviors -> translation of data into strategy / tactics - is a profession. Best practices exists. Don't reinvent.
Application
Do it Yourself: Watch how to Hire a RevOps Jedi Webinar
Hire RevOps as a Service: RevPartners and others
RevOps Recruiter: Find a recruiter that specializes
End State: Sales friction reduced -> value of new hire increased
The Time is NOW
The key here is to start simple and do the basics well. Move fast, but don't skip a step. Behaviors take time to form and become habits. Be disciplined and iterate. Your solution today, is your problem tomorrow.
