Podcast
January 24, 2025
Episode 25: How to Measure and Improve Lead-to-Cash
Revenue Architect Alexis Boucher shares expert insights on streamlining lead-to-cash processes, improving team alignment, and boosting revenue efficiency.
A marketer and an architect walk into a bar. . . it sounds like the start of a joke, but in this case, it’s our latest RevOpsAF podcast episode. . . well, kinda.
Camela Thompson, Head of Marketing at RevOps Co-op, sat down with Alexis Boucher, Revenue Architect at Vasco, to dissect the often-chaotic world of lead-to-cash. Their discussion navigates the treacherous waters of lead generation, the sometimes-rocky sea of funnel conversion rates, and the ultimate triumph of cash collection—all while keeping an eye on optimizing the entire process for maximum efficiency and profitability.
Prepare for a witty and professional deep dive into how to transform your lead-to-cash cycle from a frustrating hurdle into a well-oiled revenue machine.
During this episode, we dove deep into the lead-to-cash process, and for good reason. Alexis has extensive experience in CRM infrastructure and go-to-market strategy, and describes the RevOps role in lead-to-cash as looking over the entire funnel and breaking down silos between departments.
"Lead to cash refers to the idea of looking after the entire funnel and removing silos..." explains Alexis, underscoring the importance of an integrated approach from lead generation to customer retention and everything in between.
The traditional demand generation model is contrasted with the modern approach to revenue generation. Alexis points to a significant shift from indiscriminate growth to a more targeted market strategy.
"There's been a shift from growth at all cost to go-to-market efficiency..." remarks Alexis, highlighting that companies now focus on sustainable growth and its alignment with strategic market objectives. This shift involves refined targeting and personalized customer engagement, which is hard to do right.
It might sound obvious, but effective RevOps necessitates seamless coordination across sales, marketing, and customer success. Alexis emphasizes maintaining velocity and uncovering friction points, stating, "...ensure that we keep the velocity on each of these segments of the funnel..." This holistic perspective ensures that every team works cohesively towards shared revenue objectives, fostering smooth handoffs and continuous improvement.
Incorporating RevOps is not just an option, but a strategic imperative for businesses aiming to thrive in today's competitive landscape. By aligning marketing, sales, and customer success teams under a unified framework, companies can optimize their revenue potential and drive sustainable growth, which means a focus on lead-to-cash is necessary.
Our average member has more than 5 years of RevOps experience. That means you’ll have real-time access to seasoned professionals. All we ask is that you’re generous with your knowledge in return.
.jpg)
