Using Customer Journeys to Supercharge RevOps

Revenue Operations or RevOps as it is more commonly referred to is, at its core, a business strategy on how to operationalize customer alignment. RevOps combines analytics, marketing and sales operations data and functions into one group (formal and not) to plan, manage and measure go-to-market activities. It’s about understanding, codifying and consistently aligning people, processes and technologies to meet customer needs and wants.  Not just net new revenue but renewals, account expansion, and up-and cross-sales as well.

What Success Looks Like?

As with anything new it helps to understand what results can be for your organization before starting down the road.  RevOps is as much about process change as it is about technology and culture. Guideposts help determine if your implementation is heading in the right direction:

  • Meet revenue growth and customer retention goals.
  • Grow faster and more profitably than your direct competitors.
  • Maintain a single, complete and accurate account view that all teams use.
  • Align Marketing, Sales, Customer Success and all Ops teams with each other and to customers.

RevOps doesn’t require a whole new set of dashboards or special metrics. It’s about bringing together the whole story being told by existing metrics – what’s working, where the gaps are and trend lines over time.

From our work, our target benchmarks for clients are 20 percent increase in revenue and 40 percent increase in ROIM.  Sirius Decisions suggests targets of twelve to fifteen percent faster growth and over 30 percent increase in profitability compared to your competitors.

The most often overlooked key to RevOps success is customer journeys.

Learn More: RevOps Is the Life Jacket If You’re Drowning in MarTech

How Journey Maps Supercharge RevOps?

According to Forrester Research, “one of the biggest challenges for Ops teams is to identify, interpret and respond effectively to buyer signals.” Imagine if you knew ahead of time what buying teams do with your competitors? What influencers they trust? Why and when they turn to their peer networks for advice? Journey maps deliver these insights.

If RevOps is the backbone enabling organizations to meet their revenue targets; journey maps are the “Google Maps” to buyer signals with turn-by-turn directions.

A journey map is a way to uncover and act on how a buying team goes about addressing a business issue or opportunity – and what they expect from the brands they engage with. What touchpoints have (or not) they engaged with you on and what your next best action should be. The most accurate journey maps – and predictors of buyer behavior – are developed through qualitative interviews.

It’s not just about what buying teams do but also how they feel at each step along the way. Including emotions is what turns your journey maps into the decoder ring that supercharge RevOps.

By having a detailed understanding of customer journeys you gain the visibility needed to assess where each account is in their journey. The maps also provide a blueprint for your sales and marketing strategy and how to align all customer touching teams so you can deliver a consistent, seamless experience; next best actions; and accurately measure weighted attribution.

Learn More: Driving Faster B2B Purchases through Sales and Customer Alignment

Four Steps to Supercharge your RevOps

There are four steps that any organization can take to supercharge their RevOps:

  1. Focus on key micro-moments and decisions
  2. Align internal workflows to journey steps
  3. Anchor campaigns, content and CTAs to journey maps
  4. Implement journey-based lead scoring and prioritization

The first step is to identify those micro-moments that matter the most to each buying team persona because ‘not every interaction in a journey is of equal importance or weight’.

Google coined the phrase micro-moment and defines them as “intent-driven moments of decision-making and preference-shaping that occur throughout the entire consumer journey”.

Focus on those micro-moments where emotion is high (fear, uncertainty, confusion, hesitation) and where the outcome has a significant consequence (real or perceived) to the decision success and/or persona’s reputation/career. For each micro-moment, define the pro- or re-action your brand should take that enables the buyer to achieve their desired outcome. Who (role) in your organization owns that action, how it will be delivered, measured and what is the ‘next best action’.

The second step is to align internal workflows to journey steps.

Begin by documenting and redefining workflows, processes, and data to mirror the journey maps (yes, it is very possible and it works).  Quarterly refine processes based on changes to journeys and identified opportunities to deliver more differentiated and value-based interactions.

The process flows along with the journey maps should be part of your organization’s standard onboarding program that every employee and contractor attends. The benefit is better internal coordination between customer touching teams and external consistency in messaging and experience.

The third step is to anchor campaigns and calls-to-action (CTAs) to journey milestone decision points.

There are three hallmarks of journey-based campaigns: Sequence integrated campaign elements across omni-channels to mirror journey steps which increases lead velocity; Align CTAs and content to journey milestone decision points which can increase conversion by 100 percent; and Tune messaging to the target segment and buyers’ roles which increases relevance.

Aligning content and CTAs to what buyers have said they specifically look for at decision points is critical because 80 percent of buyers say that word-of-mouth is the most trusted channel. After that they seek user generated content, analyst reports and 3rd party reviews. Cluttering campaigns with content that buyers don’t value or seek not only reduces conversion but also your brand’s relevance in the eyes of buyers.

Learn More: Marketing Operations Has a Pivotal Role in Customer Experience

The three steps to anchor campaigns to journey milestone decision points.

1. For each journey stage identify the top one or two decision points that buyers must address before they can proceed to the next journey step. Often the buying team is not the decision-maker and the decision point is a micro-moment.

2. Identify the specific high value content, irrespective of source, that buyers seek or need to successfully address/resolve the decision point.  Define their preferred channels you can use to engage buyers who are at these decision points.

3. Structure integrated campaigns to mirror specific journey steps and tie CTAs to milestone decision points.  Be sure to hyper-personalized every interaction.

The fourth step is to base lead scoring, prioritization and tracking on the journey stages and milestone decision points.

By attaching CTAs and metrics to milestone decision points, the RevOps team is able to more accurately measure the opportunity – how qualified it is and where is the account in the journey. Prioritize leads based on the number of journey steps completed (sequence of steps is less important here), the velocity through the journey and the engagement level between the buying team members and your brand.

Automation, especially artificial intelligence (AI), CDP, RevOps and revenue cycle applications can really help with this step. Technology enables everyone to work off a common set of data and shifts the focus to effectively engaging with each sales opportunity.

The ROI of Supercharging RevOps

According to Sirius Decisions, less than 20 percent of organizations report they have a RevOps function. Organizations with RevOps grow revenue three times faster than peers that do not.

The ROI we’ve helped clients realize is, on average:

  • 100 percent increase in campaign results
  • 40 percent increase in marketing ROI
  • 30 percent increase in pipeline opportunities
  • 20 increase in revenue

RevOps is a huge opportunity for you to be a superstar by building a competitive advantage for your brand. The time to act is now because in 2020 customer experience will overtake price and product as the key brand differentiator. RevOps is a linchpin to an effective customer experience strategy and the growth that results.


First published in MartechAdvisor

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