Scaling Revenue Without Headcount with Natalie Furness

Um, maybe if there's just people that haven't really connected too much with the RevOps people, maybe d- c- maybe we can do a little kind of, uh, digging into kind of what are typically the processes.

You said it a little bit, but what are typically the processes of, that RevOps handles for companies, and, uh, after that, what typically makes a, a good RevOps person?

Yeah.

So this is, this is a challenging one because still today, not every business has a revenue operations function.

No. No.

Now, if you are a marketer or a salesperson and you're sitting there and you're like, "Well, I've got an admin for my HubSpot or an admin for my Salesforce, they're RevOps, right?"

Mm.

Mm, not quite.

So I like to see revenue operations as a business function.

So it's like saying, you know, my marketing person.

We know marketing is a business function the same way sales is a business.

Today, because you have s- we have so many technologies and tools, revenue operations become a function, and the function of revenue operations is to listen to all the departments and to the C-suite and understand, how do we architect a infrastructure that aligns marketing and sales, sales and onboarding? We can report on what's happening, so we can make better decisions on how to optimize those departments.

Now, that's a strategic point of view, and a lot of you may not necessarily have direct communication with that person in RevOps if you have a RevOps director.

What you will see day-to-day in your RevOps team-

Mm-hmm

... is perhaps a RevOps analyst who does ticket management.

So we have two functions of RevOps, the strategic and the tactical.

The tactical RevOps people, perhaps you'll talk to them about helping you solve your marketing attribution.

So how do you make sure that you have...

You're tracking all of those touch points so you can attribute marketing revenue? You'll talk to them about how do we optimize speed to lead.

So when someone fills out a form, how do we make sure that it's scored correctly and we have the right salesperson addressing it? And one of the things I think a big people miss out on is the, the closed lost analysis.

We've done this for a few companies.

I love it.

Um, and marketers love it when they get the information.

It's why did we lose that deal? Because when you start understanding why you're losing deals, and if we, as RevOps, can bring that back into marketing teams, you can actually start designing your top of funnel, like, content and, and all, all those sort of like communications to address those issues top of funnel.