Marketing & RevOps

Imagine creating campaigns built on list data that uses established business logic. Imagine a seamless handoff of leads, routing high-potential prospects so Sales can close them. Imagine controlling channels and assets -- even those outsourced --  so campaigns are coordinated, leads are scored and routed when the iron is hot. 

That’s all possible (and more) when you use a RevOps framework to tackle your biggest, messiest, and critical business problems.

Leveraging Marketing with RevOps

RevOps follows the money -- from lead gen campaigns to signed contracts. That’s why a RevOps framework is different from other business strategies. At Alternative Partners, we use a systematic framework to find an organization’s inefficiencies that block scalable revenue growth. Essentially that means we remove the systemic stuff that gets in your marketing way, and we make sure you have all the things you need to generate more quality leads faster. Plus, we provide the data to prove Marketing’s contribution to scalable revenue growth.

So, how do we do that? It really hinges on your organization’s business goals and its current processes that facilitate handoffs between marketing, sales, success, and finance. From Marketing’s  perspective, we tackle sticking points like:

  • Show which marketing activities contribute to effective pipeline growth

  • Refine (or blow up) organization processes so they nurture the customers’ point of view 

  • Identify campaign ROI that feed into accurate and replicable forecasting 

  • Connect the dots between campaign activities and organizational business goals

  • Report marketing’s revenue wins into a Single Source of Truth dashboard

Why Choose an Alternative Partner?

You’re tired of spinning your organizational wheels. With deep and broad CRM and RevOps experience, Benjamin Reynolds and his team have successfully mapped out all kinds of operations across a multitude of industries. Alternative Partners specializes in mapping high-level OKRs to day-day-day tactics, improving handoffs between teams, and easing communications. When teams are happier and healthier, they feel more like… well, like teams.

FAQ

How can lead generation or marketing pipeline be improved through Rev Ops?

Improving your marketing pipeline requires an analysis of leads generated from marketing campaigns and how they are handled during the sales process. RevOps connects the dots between marketing targeting, campaign efficiency, and lead quality through sales nurturing and beyond. Essentially RevOps tracks pipeline KPIs and organizational growth and revenue goals.

How does marketing and revenue operations come together?

Since RevOps reviews marketing systems (tools, technology, processes) as well those in sales, customer success, and finance, all these components come together. One of the major benefits of using a RevOps framework is the ability to follow the customer journey across departments and address friction points. Resolving those friction points improve customer satisfaction and increase revenue velocity.

What are the conflicts between marketing and operations?

It is not uncommon for conflicts to arise between marketing teams and operations because of the nature of how each functions independently. Marketing is rewarded when they generate qualified leads. Sales is rewarded for closing sales. Customer success is rewarded for efficient onboarding and customer retention. Finance is rewarded when they accurately forecast revenue growth. RevOps can help minimize or alleviate conflicts between all functions by aligning teams to a shared dashboard focused on organizational milestones and goals.