TopLine Results Corporation is a small, family-owned business that recently won the Waukesha County Small Business of the Year award at their 2022 annual meeting. We are a technology consulting company that helps our clients identify and implement the tools they need to build valuable relationships à that is, CRM systems and digital marketing automation platforms.
Your customer relationship management (CRM) system is your #1 tool for Revenue Operations. RevOps is the alignment of all revenue-generating teams (sales, marketing, and customer service). I describe RevOps in my previous blog – Revenue Operations: A Growth Driver.
Alignment of GTM or revenue-generating teams seems like a no-brainer, right? It simply means everyone in Sales, Marketing, and Customer Service is “rowing in the same direction”. Unfortunately, some challenges make this harder than it should be. More often than not, these hurdles are the result of organizational barriers.
Revenue operations is an increasingly popular department for B2B teams, so what is it? Revenue Operations (or RevOps) is aligning all revenue-generating teams under one leader. This leader is not only responsible for the sales, marketing, and customer service teams, but also the success metrics for these teams and the systems that support these functions.
Marie Kondo is well known for her advice on “tidying up”. She focuses on decluttering and organizing closets, bookshelves, and homes. Some of her concepts can also apply to data management and data quality. While we may have to keep data that doesn’t necessarily “bring us joy”, we certainly don’t want to keep data that is inaccurate or no longer useful.
Have you ever wondered whether your marketing efforts were making a difference? I have. I write a newsletter 6-8 times a year, and I’m questioning if this is a good use of my time. Are my efforts moving the needle, so that prospects and clients are meaningfully engaging with TopLine Results?
This is where marketing attribution reports can provide significant insight.
Do you know how well your website is working for you? Are you getting the leads you think you should be getting from your website? Are your key words working for you? How does your website compare with your competition?
Managing a website can be a full-time job, but there are several tricks to making it work as well as you want it to.
Everyone has a number! That’s a key concept from The Entrepreneurial Operating System® outlined in Traction: Get a Grip on Your Business, the popular business book by Gino Wickman. These numbers are recorded in the Company Scorecard, which identifies:
Who is responsible?
What is the measurable?
What is the goal?
What is the weekly metric toward achieving that goal?
Generally, these numbers are activity-based, and not high-level numbers you see on a profit and loss statement (P&L). For example:
For marketing, the measurable might be:
The number of leads generated, or
The click-thru rate on an email campaign, or
The number of event registrants.
As a busy professional, I don’t like to waste time looking for things that should be evident or easily found – especially on my computer. I regularly use a Customer Relationship Management (CRM) system, and thankfully most have robust search tools to find what I need quickly.
Regardless of the data you read, great alignment of your sales and marketing teams can be your superpower:
8% to 32% increase in revenue1, 2
38% higher win rates2
6.1% increase in average deal size1
36% increase in customer retention2
27% faster profit growth3
Experiencing any one of those performance indicators could turbo-charge your year! However, most organizations see multiple benefits from sales and marketing alignment, not just one.