Using Salesforce to Drive Revenue Ops Success in Your Organization
Misaligned sales and marketing efforts create operational silos, and more importantly, cause lost opportunities and revenues. Still, lack of sales and marketing alignment is a challenge continuously faced by companies of every size, and in virtually every industry. In theory, as two client-facing entities, sales and marketing teams are designed to support and complement each other’s efforts. However, many C-level executives find their sales and marketing groups operating as two separate entities, running independent initiatives that the other team doesn’t find valuable, or worse yet, even know is happening.
Economic Fluctuations Increase Urgency Around Revenue Streams and Team Alignment
Sales and marketing teams that aren’t aligned across multiple efforts can wreak havoc on both the customer experience and the ultimate success of conversions.
However, business executives can become even more aware of a palpable internal divide in uncertain market conditions. Economic shifts and financial turbulence always heighten focus around protecting existing revenue streams and generating new cash flow opportunities as businesses struggle to sustain their operations.
The disruption of COVID-19 experienced by companies across the U.S. added a new sense of urgency as executives became increasingly focused on both protecting and growing income. As a result, recent months have shown an upswing in companies adopting a Revenue Operations business model to unite all teams engaging with clients throughout every sales cycle phase.
Business Owners Embrace Revenue Ops Model to Stay Focus on Alignment and Growth
Unlike more traditional operational models that may inadvertently encourage separate groups and work silos, Revenue Operations (RevOps) promotes alignment of not only sales and marketing teams, but also customer service departments. When properly executed, a RevOps approach delivers full transparency throughout the entire customer life cycle, driving operational efficiencies, increasing accountability, and most importantly, providing an “all hands on deck” approach to boosting revenue.
Key Ways Salesforce Optimizes RevOps Strategies for Success
RevOps requires corporate leaders to develop strategies where every team and department with anything to do with revenue generations is working together toward common objectives and overall strategic vision. This starts setting effective and inspiring key performance indicators (KPIs) at the company’s highest level.
While many business leaders are familiar with the basic industry standard KPIs such as lead conversion rate, customer churn, and profit margins. RevOps take this approach one step further by taking a more cohesive approach that not only requires personnel alignment but technical alignment within the CRM system and marketing automation platforms. The Salesforce platform contains a wide range of features and unique advantages to enable Revenue Operations success. Salesforce supports RevOps enablement in several keys ways:
Centralized Platform to Capture all Relevant Data
Salesforce is not just a sales tool. The system is specifically designed to capture, manage, and facilitate the entire client experience lifecycle in a centralized dynamic data capture platform. When configured properly, users can easily work in customized applications that contain all data related to their job function while management can view the business operation at a high level.
Promotes Full Transparency
Transparency is essential to ensure sales, marketing, and customer service are aligned and moving forward in a positive direction. Salesforce allows every user to track activity and interactions with leads, prospects, and clients. Everyone in your team who engages with a customer (or potential customer) will have complete access to every interaction to identify history, pinpoint their place in the sales funnel, and avoid doubling up on efforts.
Capable of Capturing All Strategic KPIs
A successful revenue operations model requires establishing key performance indicators relevant to sales, marketing, and customer service. RevOps leaders can strategically designate essential KPIs that may include:
– Revenue Growth
– Conversion Rates
– Time to Response for New Leaders
– Customer Retention
– Top of Funnel / Bottom of Funnel Conversions
– Satisfaction Levels
RevOps leaders can outline specific KPIs to track directly in the system to form a baseline goal attainment.
Tracks Success of Campaigns
Salesforce goes beyond merely tracking contact activity. Tools like Salesforce Campaign and Pardot elevate functionality for launch and tracking marketing initiatives, automating and measuring various factors throughout the selling lifecycle. Better still, Salesforce captures generated leads from each initiative, passing them on from marketing to sales once they’ve been primed for follow up.
Customized RevOps Dashboard
Most importantly, Salesforce capabilities equip RevOps leaders and team members to develop customized dashboards to showcase key performance metrics throughout current initiatives. Creating specific dashboards allows RevOps departments to quickly gauge what’s working and what requires recalibration for optimized ROI.
Contact Sadhana Consulting Today
Sadhana Consulting Salesforce solutions can help your company stay focused on revenue streams across your operations. Contact us today to schedule a consultation with our team of Salesforce consultants.