RevOps for Startups

The startup life can be very exciting for its founders in the initial stages. Starting a business from the ground up is invigorating! However, the lifecycle of a startup is different than other types of businesses. Startups don’t often seek investors in the initial stages. This means financing and gaining revenue can be stressful at times, especially when the founder(s) are the ones financing the business.

For these reasons, in many cases they are strapped for cash and oftentimes have less revenue. The largest goal for a startup in its beginning stages is to acquire customers, build revenue, and increase profitability. Revenue Operations is a pivotal way to help a startup do just that!

What is Revenue Operations?

Revenue Operations (RevOps) maximizes revenue potential by aligning marketing, sales, and service/support teams so that your organization can reach maximum optimization. Through this alignment, you can solidify your teams and please your customers.

Benefits of RevOps

RevOps quickly addresses the issues of disorganized teams, fragmented analytics, and worst of all, disengaged customers. To combat these issues, RevOps addresses needs such as:

  • Marketing Technology becoming increasingly important
  • Managing operations across marketing, sales, and service/support teams to unify them and increase efficiency
  • Personalize the customer experience so they feel more connected to you and your organization

RevOps addresses many key needs that in turn improves customer experience. Customer success is a pivotal indicator that can help your business understand your customer’s experience and lifecycle to improve it. Automating your processes and finding the right tools (such as HubSpot) can help your organization do this.

Utilizing HubSpot as Your Sales and Marketing Tool

HubSpot is a CRM platform that has all the tools and integrations you would need for your RevOps mission. By utilizing the Marketing, Sales, and Service hubs, you can seamlessly implement RevOps into your organization and automate your processes.

Alignment of Marketing, Sales, and Customer Success

RevOps consolidates the needs of marketing, sales, and customer support. By aligning all three, you can provide your customers with a positive experience from the first to the last contact. One way to do this is to migrate from the marketing funnel to the flywheel.

Marketing Hub

Marketing is the foundation on which your brand is built. HubSpot’s Marketing Hub allows your organization to enhance your marketing abilities in the following ways:

  • Create content to bring in leads
  • Capitalize on leads with forms, landing pages, and much more!
  • Utilize data to create reports

Sales Hub

Sales merges the efforts of marketing with your goods/services to ensure your customers are getting the best experience. The HubSpot Sales Hub allows organizations to:

  • Connect with customers via emails, calls, and automated processes
  • Build trust with customers through live chat features, CRM payments, and meeting scheduler
  • Gain full visibility into tasks and choose to automate them

Data Analytics

Data and dashboard creation is an inherently important tool in HubSpot. Dashboards allow you to track your organization’s performance from assets such as your website, landing pages, calls-to-action, and more. You can create a dashboard to analyze the data that you and your organization need. It’s important to know what your organization’s goals and best practices are to get the most out of your data.

How do I get Started?

As you know, RevOps maximizes revenue potential by aligning marketing, sales, and service/support teams so that your organization can reach maximum optimization. You may ask, “where do I even start?” Well, there are four phases to the RevOps journey to help you reach y our revenue potential.

Audit Customer Journey

Auditing the customer journey gives you the ability to assess if there are any disconnects between departments. The audit process consists of three steps:

  1. Review your customer’s lifecycle stages and audit your existing content. If you notice any gaps, you will want to create a plan to fill in them
  2. Audit the technology that is currently in place for each department
    • Is it tracking your customer’s progress throughout their lifecycle journey?
  3. Audit your website to ensure that your content is engaging and will convert leads into customers

After you determine if there are any disconnects between any departments and assess the customer journey, you will then want to move into the next phase which is to then define and align those lifecycle stages.

Define and Align Lifecycle Stages

Just like the first phase, there are three key components to define and align the lifecycle stages. Let’s take a look at each step!

  1. Your analytics should provide a full view of your revenue stream and overall health of the business. It’s imperative to take a deep dive into your data to see where your business stands
  2. Audit the technology you are using. Is it redundant or outdated? Is it time for something new? These are the questions you need to ask yourself!
  3. Start to provide streamlined processes for your marketing, sales, and customer solutions. Your teams are going to thank you for this!

Build or Restructure

Once you evaluate your data and start to streamline your processes, it’s time to get down to the nitty gritty. This is where you are going to make decisions on whether you want to decide to build or restructure revenue-capturing items. Let’s take a look at a few:

  1. You will want to construct a marketing plan for how you will acquire and keep customers
  2. Building workflows is essential to the RevOps process. This is where you will move leads throughout the lifecycle, so you will want to make sure the system works seamlessly and accurately
  3. Construct inbound and outbound sales emails and task queues
  4. Create a RevOps centered dashboard so you can evaluate your metrics to make sure you stay on track!

Activate and Optimize

Once you have your RevOps systems in place, it’s time to hit the green button and optimize! But how do you do that? We all know it requires more than flipping a switch to turn things on, so let’s take a deeper dive to see:

  1. Meet with your Marketing, Sales, and Service teams to make sure they understand their contributions and roles within your RevOps goals. This can be accomplished by establishing regular meetings with the leaders of each team and understanding what their goals are to make sure their teams are staying on task
  2. Develop a RevOps growth strategy each year. This will ensure that all of your hard work doesn’t go for nothing. Evaluate this plan and see where adjustments need to be made as you move forward
  3. Use those dashboards you created! You will want to evaluate your lifecycle stages closely to identify any gaps in your plan to address them as quickly and effectively as possible