Nov 16, 2021
On today’s episode of Aligned, we’re pulling out an all-time
favorite episode featuring our first episode with Will Riley that
benefits virtually any business owner looking for simple changes
that can lead to high impact across your business’s performance.
The secret? Revenue operations!
- LinkedIn did a study last year that found that job titles with
“revenue” in the title spiked up to 87 percent last
- Marketing in the last four decades has probably evolved faster
than any other industry, and marketing is having to shift
- In a 30-year career, the power has shifted from belonging
solely to sales so that consumers can go around the sales team now
to get information. The consumer has more power.
- Marketing evolved from creators of brand and art to integrate
more deeply into operations.
- Sales will always be what closes deals, but for many years
there was no communication between the two elements. Technology
stepped in to connect the two and overcome the lack of
- We live in a rich technical environment now, and rev ops seeks
to connect all the dots among technology.
- Customer success became part of the dialogue. Now, these
programs are being innovated more than ever.
- Businesses are buying more tech to automate systems and
processes and make more money, but it isn’t enough. It’s important
to understand how the technology will produce more leads, generate
a higher close rate, and continue with upsell and cross-sell
- Rev ops breaks down silos and helps integrate different
departments. Three different departments may have three different
goals with three different objectives, and rev ops will apply a new
operational framework to outline how they should be
- Misalignment has a hidden cost that creates difficulties. It
leaves teams working harder than they need to.
- Fifty percent of sales time is wasted on poor prospects and bad
- Sixty-five percent of CMOs can’t measure ROI of marketing
activities across multiple channels.
- Ninety-five percent of buyers buy from someone who gives them
content at each stage of the buyers’ journey.
- Companies that excel at lead nurturing generate 50 percent more
sales-ready leads at 33 percent lower cost.
- Tightly-aligned companies are achieving revenue growth 24
percent faster and 20 percent faster EBITDA profit
- Misalignment between sales and marketing technologies cost B2B
companies 20 percent of revenue more per year.
- Twelve percent of B2B buyers want to meet in-person with a
sales rep but 71 percent start their process with unbranded
research. We put all this effort into the sales rep and 12 percent
are starting their decision there.
- Sometimes customers mask their value and hide from salespeople
because they aren’t ready to talk to them yet. The result is poor
lead quality. Rev ops will solve that problem by aligning marketing
- Rev ops is marketing, sales, and training and it must have
buy-in from all departments.
- Sometimes it’s easier to hire a third-party firm to focus on
the areas of current operations, enablement opportunities, future
toolset, and areas where you can make more and spend less.
- Rev ops only work if there’s an internal team left behind after
the third-party rev ops team departs.
- Small-to-middle businesses can also elevate their revenues, and
data shows that large companies get about a 10 percent lift, and
small companies can get about a 20 percent annual growth rate with
the integration of rev ops.
- Smaller businesses are more agile and it’s easier to change the
culture. As a result, they are better able to leverage this
“The Power of Rev Ops for Small-to-Middle Business” episode
- Download FitzMartin’s Cognitive Marketing Framework, which will
apply to anybody’s sales pipeline.
- To connect with Sean Doyle, find him on LinkedIn, or learn
more about FitzMartin on the company web page.
- You can also connect with Will Riley on LinkedIn.
Aligned is a podcast for executives of emerging middle-market
companies; executives of rapidly growing businesses; and executives
who are pursuing growth and looking for new levers to pull.
FitzMartin is a sales-first company that is driven by those things,
and we want to pursue those things, and we know that you do,