Lead Generation

Streamline Lead Generation through RevOps

Marketing teams work diligently to create a consistent lead generation pipeline filled with qualified buyers. Often attribution and streamlining the process can be problematic. The good news is that a RevOps framework helps Marketing accurately report which marketing activities contribute to pipeline and revenue growth. The process also ensures a seamless and effective handoff between marketing operations and sales.

Measuring & Giving Credit to Marketing’s Contribution

Nothing is more frustrating than ramping up lead generation campaigns only to have qualified leads grow cold. Or, to not receive the necessary feedback to retool targeting, messaging, or support materials to improve sales funnel performance. The good news is that these hiccups are solvable with a sales funnel consultant and RevOps specialist.

RevOps assists Marketing in aligning lead generation efforts with organizational business goals while revamping internal processes so they follow the customer journey and revenue trail. Ultimately all departments -- marketing, sales, customer success, and finance -- must be aligned, including a shared view of what’s important, what’s measured, and what components affect scalable success.

Solving Marketing Sticking Points

  • Incomplete or missing feedback on lead gen campaigns
    For organizations scaling for growth, it’s critical to have optimized and repeatable lead generation campaigns. One important ingredient is lead quality feedback. Without that feedback, the marketing team can’t retool campaign targeting or messaging. With systematic feedback, marketing ops can effectively reinvest in productive new channels or test new opportunities. RevOps follows the customer journey through the entire organization -- from lead gen to closed deals -- drilling down to the information marketing needs to be effective and sales funnel optimization. 

  • Sluggish follow-up on qualified leads
    There may be many reasons why MQLs and SQLs don’t evolve into closed deals. Since RevOps follows processes from the customer’s perspective, a holistic roadmap is created from initial contact to the final contract. Through this roadmap, unnecessary bottlenecks and delays can be identified and fixed.

  • Unclear handoffs or unused support materials during the sales nurturing process
    When marketing and sales are aligned, it’s easy to choreograph departmental handoffs of leads for sales nurturing. It’s also easier to map and measure marketing materials, connecting the right materials to the right step in the selling process.  

  • Unwieldy or missing connections between martech tools and internal systems
    Is it a technology integration issue, or is it a data accuracy problem? RevOps gets to the bottom of the problem, helping marketing discern if their technology stack works as needed or finding ways to simplify systems that benefit the entire organization.

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.