“We’re always the man behind the curtain pushing the rest of the GTM team forward” - Sarah Browne
RevOps has the data and the insights to guide entire GTM organizations, yet we’re still seen as a tactical cost center for the business. The result? You have to scrap and beg for the tools and headcount needed to drive real growth.
To get out of this rut, RevOps leaders must learn how to prove the value of their work, with tangible outcomes, in order to secure their seat at the table. North star metrics, measuring efficiency, clear definitions for data cleanliness, and showing up with measurements that your leaders actually want and trust will establish RevOps as a strategic partner for the business.
“Lifetime value is just one data point that’s measuring the input of other data points. You also need to look at engagement over time, personas, and even NPS.” - Kevin Heraly
Every company should have a north star metric because it gives you the best pulse on how your RevOps strategies are performing. At Weights & Biases, they measure AE productivity. At Terminus, they track lifetime value.
But it’s not so simple as just measuring one element of GTM performance. You must understand the actions needed to reach your north star metric. If you want to improve AE productivity, you might need to increase average deal sizes through better market segmentation. For improved customer lifetime value, you may choose to track customer touchpoints.
Let’s say you want to optimize BDR efficiency. Right now, you count how many companies a BDR approaches over a certain period of time. But what counts as “approaching?” A BDR who contacts one person at a company one time over email shouldn’t count. It’s not enough. A BDR reaching out to 3 people at least 3 times each, on the other hand, can generate an opportunity.
“What good is data and insight if you don’t get behavior change?” - Ryan Wong
Try to avoid boiling the ocean when it comes to clean data. Narrow down your scope with a clear definition of cleanliness. What is clean data? What data needs to be clean to serve your initiatives? Can you delete Salesforce fields that are cluttering up your data and aren’t reportable? If accuracy and completeness are how you measure cleanliness, you can rely on tools like ZoomInfo to verify your data.
RevOps has the insights companies need. But first you must learn how to package KPIs when you’re at the table with your executive team. Come prepared with storytelling about your performance insights–including for your own team– to prove your tactical execution. Don’t wait for problems to arise, ask questions early, come up with a strategy, and secure your seat at the table.
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