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Measure Your Progress The performance of RevOps can be measured in terms of your revenue team goals: • Reduced lead response time (improved speed-to-lead) • Accelerated time-to-revenue • Improved Marketing and Sales team productivity • Increased upsell and cross-sell • New business generation • Campaign effectiveness • Attribution - track sales & marketing touches Plan Your Vision RevOps is not a tactic or a line-of-business specific function like marketing operations. It sits at the center of an organization's GTM strategy, and often reports into its own standalone function and leader. Get beyond tactical planning, and schedule a RevOps planning meeting for 2020 with customer-facing executives. Flip over for a sample agenda for this strategic executive meeting. Your GTM Tech Stack Does your current tech stack have the right functionality to support RevOps? Example matching actions: • Match leads to accounts in real-time (lead to lead, lead to opp, lead to contact) • Address parent-child account hierarchies / duplicate accounts • Augment leads w/ account information Example routing actions: • Assign leads to the right Sales rep equally/appropriately (round-robin or territory) • Track lead assignment + paths (audit logs) • Auto-conversion of CRM opportunities, plus upsell / cross-sell within accounts Example reporting and ROI actions: • Accurate campaign performance data • Association between campaign members + opportunities • Attribution modeling (various shapes, weights, coverage) 1 The State of Revenue Operations 2019: A Survey of B2B Sales, Marketing, and Operations Professionals, LeanData + SalesHacker 2 SiriusDecisions 3 The State of Revenue Operations 2019: A Survey of B2B Sales, Marketing, and Operations Professionals, LeanData + SalesHacker 4 The State of Revenue Operations 2019: A Survey of B2B Sales, Marketing, and Operations Professionals, LeanData + SalesHacker Yr Jrney to Revenue Opatis START HERE: What is RevOps? SiriusDecisions calls it a "new operational mindset." Think of it as your journey to align all customer-facing ops teams: Marketing, Sales, Partner and Customer Success. The road ahead requires coordinating people, process, data and technology to drive growth for the business. "Revenue operations is more than a trend. It is a movement of B2B organizations eliminating the silos between sales, marketing, and operations teams to drive growth." - Max Altschuler, VP of Marketing, Outreach Understand the Impact Know the destination before you set off on the expedition. "Moving to revenue operations creates a truly integrated GTM - a critical differentiator and revenue driver in B2B." - Craig Rosenberg, Chief Analyst, TOPO ƒƒ In our research, 95% of B2B professionals agreed. 1 Revenue Operations delivers: • Competitive differentiation • Accelerated time-to-revenue • Expanded growth in key accounts / markets 1 2 3 5 4 Get Inspired By Your Peers Your peers in B2B who align their revenue engine grow 12-15 times faster and are 34% more profitable. 2 From our survey of nearly 2,500 B2B firms: • 78% agree that consistent revenue growth is a challenge. 3 • 58% have, or are currently building, a RevOps group in their organization. 4 (A 66% increase from last year!) • Poor quality data is the #1 pain point in their revenue engine prohibiting alignment. As y begin dn this road to alignment, anspency, and atial efficiency, rememb that Revenue Opatis is being called a "game chang" and a itical cpent of modn B2B th. Enj the jrney, and d't hesitate to reach t to us at LeanData f dectis.

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