Every business, large and small, is more focused on driving revenue growth than ever. That’s because scalable and sustainable revenue growth has increasingly become the basis for building business value. Unfortunately, growth models from the past are simply not working as well as they used to. That’s because the buyer has changed and their expectations have changed. As one example, buyers are only engaging with sellers for 18% of the buyer journey.

In today’s world, we have to make sure that our sellers, our marketers, and our customer success teams are completely aligned to the buyer’s needs. To do that, we need to put a premium on speed, agility, and personalized experiences. This means that enablement teams must deliver more actionable selling insights to front line sellers faster. To be competitive, your revenue team needs guidance, recommendations, and prioritization on what to do next. They need to know what actions will drive value and generate the highest return on their time and attention.

We need to use data to focus revenue teams, not overwhelm them. To do that, revenue leaders need to ask these questions:

  1. What are the moments that truly matter in the selling process?
  2. How can we turn our customer and engagement data into actionable insights that inform decisions during these moments that will lead to more wins?

Unfortunately, most reps today are nowhere near getting these insights. According to a Salesforce.com survey of 4,900 reps, half cannot get the access to data they need to sell effectively, and only a third are using analytics to prioritize and qualify leads.

This problem is a big reason why so many organizations are adopting RevOps. Aligning sales, marketing and customer success into a cohesive organization through shared data is the fastest way to solve these problems. In doing so, revenue teams can get a single view of their customers and greater situational awareness during conversations and deal cycles.


Establish your CRM as the System of Record it was Meant to Be

Most companies originally intended for their CRM to be their definitive system of record. But all too often, this isn’t the case. Due to the architecture of many sales tech and martech tools, customer engagement data is often spread across many different systems, creating data silos.  For example, many sales engagement and conversational intelligence tools use single streams of digital engagement and conversation data to help sales reps with sequences, priorities, and outreach. But they don’t natively integrate with CRM, so that data can’t be combined and used to support other use cases like coaching, guidance, and performance measurement.

Solving this problem is critical to adopting RevOps. Don’t sellers deserve to have a full picture of the information that led to that phone call? Don’t sellers deserve to know that this particular customer may have three support tickets and issues with your company? Don’t sales managers deserve to know what reps are really great at, and what value they can drive in their conversations and where they need training?

That is how you deliver more revenue, more sustainable growth and a happier customer base. So the real value is created by combining conversation data with other engagement data like marketing automation data, external intent data, and opportunity data in CRM to help optimize or prescribe who sellers should be contacting, what actions they should be taking to deliver the best results, and what skills they need to develop.

Eliminate data silos, period. Have a sales engagement solution that requires a parallel database that is essentially a separate CRM? Replace it with a solution that writes data to CRM and enriches account, contact and lead records.

Automate analysis and insights of your conversational intelligence data to provide front line sellers with prescriptive guidance

The emergence of massive new sales engagement data sets – combined with the ability of advanced analytics, AI, and Machine Learning (ML) to monetize them –  represents the most significant opportunity to accelerate revenue growth since the scale adoption of call centers (40 years ago), CRM (30 years ago), and digital channels (20 years ago) in sales.

One of the biggest sources of customer intelligence is conversation data from recorded phone calls and Zoom meetings. Many organizations have this data, but unfortunately, the majority of revenue leaders can’t use it to discover what’s working, what’s not working and how to scale success. Revenue Operations solutions like Revenue.io help you do this by automating the capture, transcription and integration of customer engagement data.  The result will be insights that can be used to inform sales coaching, prioritization and in-the-moment decisions.

Use your existing sales and marketing data to prescribe real-time guidance

The modern selling engine relies on data sourced from many channels, systems, and touchpoints to support selling decisions, priorities, and presentations. Many organizations have already invested in platforms like Salesforce that contain all of their opportunity data. Many also have training and coaching data that lives in another solution.

Appending contact, lead and account records with all this data creates daily value for sellers. How? As the “clock speed” of modern selling increases to keep pace with customers’ expectations, the triggers, prompts and alerts that inform front line sellers need to happen faster and faster. Reps need insights that are actionable in real time. Here are two common examples:

  • Prioritize outreach to target accounts: when a contact from a target account engages with a piece of high-value content, a sequence is automatically created for the seller to follow up with the contact while they are hot.
  • Personalize messaging: the seller can see a complete list of digital content the contact has engaged with recently, empowering the seller to tailor the call or email to something that is contextually relevant.
  • Real-time conversation guidance: when the seller reaches the contact on the phone, and the contact mentions a big name competitor, the system immediately delivers a battlecard or talking points to help answer competitive questions. In addition, the system recommends a case study to send as a follow up to the conversation.

Every individual on the revenue team that is interacting with your prospects and customers needs to be dealing with the most context and the most information so that ultimately, they can be the most helpful. That’s what your customers want. They want to be serviced. They want the information they need, and they want it quickly.  If your sales operations and enablement teams are managing data in a half a dozen different systems all over your enterprise, they are not going to deliver the experience that the modern day buyer expects.

Leverage engagement data to improve retention, scale coaching, testing and success across your team

Sales rep retention is a critical issue in today’s job market. Rep turnover is an acute issue because competition for hiring is high and switching jobs is as fast as opening up a new laptop. It’s more important than ever to treat employees as first-class citizens, giving them the best tools that allow them to do what they’re best at.

Historically, sales managers are only able to actively coach a limited number of reps. Thankfully, those days are over. The ability to record sales conversations and compare them to selling outcomes and best practices can create a real time, closed-loop information flow. This gives a sales manager the ability to actively manage and coach many more reps and be there at critical points in the conversations, providing AI-powered guidance during common objections, competitive mentions or signals of attrition.

It’s also easy to set up pilot groups to test real time seller guidance and one-to-one coaching at scale. This makes the change management involved fairly minimal. And measurement is quantifiable because the system generates some pretty robust metrics from these data sets that prove what works and what doesn’t. This makes it easy to look at the performance of that pilot group against other performers across your organization.

We’ve set up dozens of companies on pilots using Revenue.io. We let the reps take and make their phone calls and conduct their day-to-day activities without disruption, but with the added benefit of prescribing who they should talk to, what actions they should take, where they need coaching, and what they need to say in the moment.  So for example, a rep will make a phone call. They connect with that one individual, the individual says, yes, we’re actually in the market for this particular product or service. Revenue.io then automatically drops that person into a sequence based on that keyword set in that conversation. It adds all of the other key stakeholders in the buying unit to that sequence as well. So now, instead of just dealing with that one individual, the rep is actually calling down on all of those individuals. Then all of that data, all of those conversations, and the email cadence is then stored.

We’re seeing amazing results taking this approach. We see reps in the pilot groups performing 200%-400% better than their peer group. Reps ramp faster and more of them hit their quota. That makes it really easy for a CEO, a sales leader or an operations leader to show growth in weeks or months, not quarters. But the real winner at the end of the RevOps journey are customers and buyers. By empowering sellers with the data that customers want us to have, everyone has a far better experience.


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