No matter what your Big Picture Goal is for your business, it’s most likely in service of revenue. After all, revenue is a huge metric for success. When you’re looking at all these teams as revenue leaders, that changes your business model drastically. You’re no longer looking at these different teams separately but as contributors to the Big Picture Goal: revenue.
To get there, your revenue teams need a roadmap. To get to the same destination, they’ve got to be working from the same map. This map will be clear and everything that goes on the map will be in service of the Big Picture Goal. Start seeing your sales teams, marketing efforts, and customer support as valuable members of revenue operations. Once you’ve got that down, we recommend building a RevOps roadmap to reach that Big Picture Goal.
In addition to the help you’ll get from your whole team, we’re here to guide you through this process. Get a free consultation today and we’ll help design your RevOps roadmap to get you where you want to go.
RevOps Roadmap: Your Key to Your Big Picture Goal
You know those to-do lists you write that have every tiny goal and big achievement you need to accomplish on it? Your RevOps road map is NOT that.
It is not a to-do list, order of operations, or an immovable certainty. These things limit your business’s reactivity, agility, and flexibility. A RevOps road map comes in to align your teams toward your Big Picture Goal.
Most importantly, your RevOps road map changes just as your business’s goals, priorities, and operations change to work towards increasing revenue.
Your RevOps road map is not designed to limit you — it’s there to keep all your teams on track. This road map is a clear path, laid out and adapted as the obstacles change.
When your business is using its road map properly, all teams will have access to the Big Picture Goal to see how they work within a holistic operation that works towards sustainable revenue growth.
Getting Started Roadmapping
To make a map, you have to know where to start and where to end. You’ve already got your beginning (you are here) and your end (Big Picture Goal), so now you’ve got to work on the middle part.
To better flesh out that ambiguous middle, we like to prioritize:
Platform: To make everyone’s life easier, a centralized source to track growth and goals is key. A helpful platform will have attribution and goal tracking, automation, reporting, and marketing tools to keep your teams on track — like the HubSpot platform. Plus, we practice what we preach considering we work exclusively with HubSpot.
Process: No goal can be successful unless it’s spelled out. Clearly define key parts of your RevOps road map like branding, visual standards, marketing channels, messaging, automation, the ideal customer profile, best practices, and approval cadences.
People: Gain vital alignment with your revenue-oriented departments working out of the same system with the same data.
By fleshing out these areas of your business, you’ll have solid points on your road map that every team member can look towards and hold themselves accountable with.
RevOps Roadmap Must-Haves
As you're working on your revenue operations journey, this is a list of must-have features that are essential to have in any RevOps roadmapping project. These are the basic building blocks that make up the core purpose of the road map:
1. Single Source of Truth (SSOT)
Create a single source of truth, a concise declaration of your Big Picture Goal that all your teams can look towards.
When you focus on team alignment and the Big Picture Goal, do the following:
Integrate and streamline the tech stack
Implement conversation intelligence tools (chatbots, call recording, etc) to see what customers are talking about
When all of this information is able to be referenced in one place, along with the major goals of your current efforts, that will create better alignment for everyone involved.
Bet you’re tired of hearing this word, but it’s important to your teams’ cross-functionality and success. Once you’ve got your objectives and success metrics for every team, create a universal language and consistent success metrics for everybody. That way when marketing is trying to describe something, sales will immediately pick up what they’re putting down.
Create a scorecard for teams to evaluate their effectiveness. Use KPIs and metrics to determine growth, effectiveness, and success. Having these spelled out clearly will hold everyone accountable by having discernible indicators.
Firing on all cylinders, on the same page, speaking the same language, sympatico…there’s a reason there’s a million different ways of explaining the importance of consistency and alignment.
Teams that are in sync are better for your business, its revenue goals, and the buyer journey as a whole. A marketing department that talks to your sales leaders can manage content, develop tone, and work towards customer retention and customer acquisition. They know what works and what doesn’t.
When you have a team that is devoted to holding each revenue department for its functionality and driving of revenue, your business will change exponentially. By talking to each other, they’ll notice lags faster, pick up on inconsistencies, and find out at what point in the customer journey the lead is losing interest.
Get your best marketing, sales, and customer people in the same room and on the RevOps team. Those people have proven themselves excellent at fulfilling their business function. Their leaders and experts at their departments and how it impacts the customer. This makes them a natural choice as RevOps leaders.
Capable and knowledgeable of their team’s contribution to the buying experience, these team members are valuable assets to developing a revenue operations team.
4. Good Metrics and Data Hygiene Practices
Data hygiene is crucial to operational efficiency. To make sure you’re starting from a good place, clean up your data, data sources, and databases. A cluttered database is an ineffectual database. Since your teams are now working with all the same information, be sure there isn’t redundant or inconsistent data bogging up your systems.
5. Customer Journey Map
The customer journey map is designed to improve the buying experience by understanding how a potential customer interacts with your business at every stage of the customer lifecycle. This is the most crucial exercise you can do to understand your customer’s experience.
The customer journey map always comes back to the customer and the brand, allowing you to see where you lost them and how you can best get them back.
6. Regular Improvement and Iteration
We’d like to recommend you establish a regular time to check in with your RevOps leaders and consult or revamp your RevOps roadmap accordingly.
Just by meeting weekly, you can review trends in monthly data and make strategic decisions or pivot if need be. This leads to continuous opportunities for improvement (and frustration for those control freaks out there).
7. Competitor Research
We’re not telling you to stalk them, but you’ve got to keep an eye out. They're already doing that to you. Though your success metrics are clearly spelled out to gauge your own success, your success can also be judged by how well you stack up against your competitors.
Have a designated team member check up on your competitors and compare your business to them regularly. Don’t beat yourself up if you come up short sometimes, just be prepared to consult your RevOps road map if that is becoming a consistent challenge.
If you manage to outpace your competitor, make sure you find another one to follow. A healthy sense of competition never hurt anyone.
The Tip of the RevOps Iceberg
To best get your business on track, whether it’s just starting out or it’s aging like fine wine, RevOps and its significance on team alignment can be a big boost to your Big Picture Goal and revenue growth.
A RevOps road map is a key differentiator for revenue growth. By aligning all your teams in pursuit of the same Big Picture Goal, a RevOps road map can make sure you’re all working with consistent information, tools, and data to improve your experience and efficacy as a business.
The most important thing is that your business reaches as many leads as possible. What your business does with those leads is up to your and your newly assembled RevOps team!
Excited to start but a little nervous too? Don’t worry, we can help you lay out your road map and find your Big Picture Goal with a free consultation!
Sales enablement platforms, customer relationship management tools, and revenue operations are all impactful to your RevOps road map and eventual completion of your Big Picture Goal. There’s always more to learn, so check out what these can do for you!
Ashley Quintana is a co-founder of Bridges. In her role, she develops, leads, and executes digital marketing strategies for the company’s growing client base, including a Fortune 500 subsidiary and an NBA basketball team. Ashley’s work can be found in the Hispanic Journal of Behavioral Science, and she is an OKC.biz 40 Under 40 honoree for her leadership in business and community. She frequently speaks at universities, churches, and conferences on marketing, diversity, and business.