Designing your RevOps Tech Stack
When it comes to building a successful RevOps tech stack, it's important to consider the specific needs of your organization.
From sales and marketing to customer success and beyond, a well-rounded tech stack can streamline operations and drive growth.
By incorporating tools for data analysis, automation, and collaboration, businesses can optimize their RevOps strategy and achieve greater efficiency.
Whether you're just starting to build your tech stack or looking to revamp your current setup, it's crucial to prioritize integration and scalability.
With the right combination of tools and platforms, you can empower your team to work smarter and achieve better results.
Siloed divisions will often have purchased a large number of overlapping technologies that serve their own needs, but not necessarily that of an integrated revenue team.
It is also often apparent that two important groups of people were not considered when technology was purchased - the buyers, or the sellers.
When we think about the RevOps tech stack, we are thinking about any technology that supports the end to end revenue process from driving awareness through to adoption, billing and renewal of customers.
I break it down into 9 high level segments which the buyers and sellers flow through as the buying process progresses.
Marketing Automation - primarily owned by your marketing team, providing landing pages, outbound campaigns, lead nurturing, lead scoring, and typically integrated with CRM to let sellers know when a lead is a priority to contact.
Account Based Marketing and Intent Data - tools such as 6Sense and Demandbase gather large 3rd party and anonymous datasets to track the research of buyers who have not yet put their hand up in your marketing automation tools.
Contact Data - providing sellers and marketers with up to date contact details for potential buyers - emails, phone numbers, addresses, job titles.
CRM - the heart of the RevOps tech stack. Most of the other technologies integrate into the CRM to provide a single pane of glass for sellers to work in, guiding, prioritizing and coaching their work.
Revenue Enablement - what might have been called sales enablement in the past. Helping sellers to be more effective in their work - access to the right content, training, coaching, automating and suggesting the right communications through sales engagement tools like Outreach and Salesloft.
Revenue Intelligence - using the vast amount of data that is created to coach sellers in the moment, and after their calls. Interrogating seller and buyer data to provide more accurate forecasting to answer the question - “where will we land?”
Customer Success - supporting customers through onboarding and adoption, and measuring their usage of the product and new modules as they are rolled out. Leveraging this data to support ongoing marketing campaigns, events, testimonials and referrals.
CPQ and Billing - as more customers choose to buy without the involvement of a seller, these tools allow you to provide your customers with more configuration and buying power. Tools like Stripe and Paddle allow you to take payments instantly across the globe.
Data and Analytics - As the number of data sources explodes, the ability to plug them together and turn data into true insights that can be shared across marketing, sales and customer success is a differentiator.
RevOps Tech Stack Considerations
Tech Overlap
My graphic is a huge simplification. Any one of the companies listed can actually span multiple segments - meaning that if you purchase 6Sense and ZoomInfo you are going to have a lot of duplicated functionality.
As the vendors in the RevOps space continue to build out their roadmaps expect to see more of this and consider where you can rationalise to reduce vendor complexity and costs.
Seller experience
When it comes to the seller’s perspective - less is more. Another tool, another screen, another process to follow - it becomes too much and sellers adopt each new tool less and less.
Instead consider a day in the life of your seller. What are they trying to do, and where are they trying to work?
Ideally consider a single pane of glass (CRM) and how all of these other tools can be integrated back in to support and guide their work.
Be wary of tools that rely on seller input to make them valuable to leadership - but that don’t answer the “What’s in it for me?” to the seller themselves.
Break down silos
The RevOps strategy is focused on a single revenue engine - not silos, so consider how the data and insights held in each system could help the wider team.
Consider the tools used by the Customer Success Teams - maybe Gainsight. How can this data be used to support marketing and sales.
Information on which capabilities customers love using
Which capabilities customers find difficult to understand
Customers that are happy to write short testimonials
Topics that come up in Quarterly Business Reviews
Metrics for success
Referrals they are happy to make into other customers
In siloed businesses much of this information never leaves Customer Success - but your integrated RevOps Tech Stack can get the information flowing.
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