Implementing Salesforce Successfully

Things to Think about before Implementing Salesforce

Effective Salesforce rollouts require a well-crafted plan and careful execution. Implementations are intricate and demand a thorough knowledge of how the system works. As with everything, experience is vital to a smooth integration. This post is not meant to scare you but to equip your team for the journey ahead. Read on to learn more about what you should consider before implementing Salesforce. 

Salesforce is a powerful system that provides users with unparalleled capability. The tool is a must-have for any company looking to grow and stay connected. It’s so much more than your parents’ CRM – it’s a customer service tool, a help center, a marketing platform, etc. But as the saying goes, “with great power comes a great implementation.”

What Does Integration Look Like?

Like the kid in school who is friends with everyone, Salesforce plays well with external applications. From Dialpad to Adobe, you can easily access hundreds of apps through the Salesforce system.

Before you start the implementation, we recommend mapping out a complete list of integration needs. Make sure you know what you want and how the systems will communicate with each other. 

Pro Tip: Actual integrations take time and require technical expertise. While the DIY spirit is admirable, it usually doesn’t end well here.

How To Train the Team

Salesforce is not an autonomous vehicle; it requires someone to drive it. The driver here is your team, and as it takes time to learn how to be a good driver, Salesforce also has a bit of a learning curve. Therefore, helping users with best practices and terminology is crucial. The two questions you want to answer are:

  1. How are we going to train everyone? 
  2. Where can users go if they have questions?

It’s just as important to have an internal team trained and motivated to use Salesforce as it is to have the tool. Depending on your capacity, training can consist of anything from a series of teamwide meetings focusing on how the platform works to mandatory completion of Trailhead units. This Trailhead curriculum is a free resource created by Salesforce to educate users. It’s a great tool to introduce newcomers to the Salesforce ecosystem. In addition, training allows your team to get up and running on the platform quickly.

Your team should create a working vocabulary and an outline of best practices. It doesn’t have to be pretty, but an internal resource will help answer questions and reinforce standard operating procedures. It may sound like tedious work, but you’ll thank us later.

professional businesspeople

Internal Salesforce Resource

Who is going to be your Salesforce “person?” Who will be responsible when questions, problems, or recommendations arise? While Salesforce is an independent and self-sufficient application, you still need someone internally to oversee the day-to-day operations.

There are a few determining factors when assigning this responsibility. For example, an admin may be a good idea if you’re looking at running a large-scale operation with 50+ users. Admins usually come with a series of certificates and a wealth of knowledge about how the system should run. At the bare minimum, though, you will need someone internally who is comfortable setting up new users, editing fields, and ideally working with Flows. In addition, you’ll find an internal resource who can quickly troubleshoot and answer questions to be very efficient and productive.  

Choosing the Best Salesforce Implementation Partner 

Similar to the dating landscape, there are many options for finding a consultant to lead your implementation. On Google alone, you’ll find the names of 100+ businesses that say they are the best. This process can be confusing and frustrating unless you know what to look for in a partner. Arguably, experience and communication are the top qualities of a capable partner.

Has the company implemented Salesforce before? This is probably a good question when evaluating any business but so crucial here. A lot goes into implementation, and you really need to trust that the company knows what they’re doing. Before making a decision: 

  • Reach out to their references
  • Check their Salesforce Certifications
  • Read their case studies, if available

Communication is often overlooked, but it’s the key to any healthy business relationship. Because of the technical requirements and the level of customization of each Salesforce system, you must be comfortable with how the consultants communicate with you. For example, making sure the system works the way you planned and getting all your questions answered promptly are communication considerations. 

The Salesforce platform can transform your organization. But, before that can happen, the tool must be implemented appropriately. Getting to that place can be an uphill battle if you’re unprepared. Therefore, a comprehensive plan that outlines what happens before, during, and after the implementation is critical. In addition, working with the right consultant will make the transition as smooth and easy as possible. 

Our Revenue Ops, LLC team is committed to providing the best experience possible. We have a tried and true system for Salesforce implementations that starts with a complimentary discovery meeting to discuss your needs. Then we map out a plan with specific tasks and timelines to strategically incorporate Salesforce into your operations and tech stack. We take the time to review project progress and address any questions throughout the process.

If you want to discuss how we can help you to implement Salesforce successfully, don’t hesitate to contact us!

Salesloft Solutions Partner Program

What the Salesloft Partner Program Means to Us

Salesloft recently announced a Solution Partner Program for companies that recommend and implement Salesloft tools to maximize revenue for their clients. We are thrilled that Revenue Ops LLC has achieved Select tier status within this partner program.  

We are excited about formally partnering with Salesloft. We’re very comfortable with the platform. It is our sales engagement software of choice when we’re working on improving our clients’ workflows.

This partnership uniquely positions us to have access to Salesloft resources. We are particularly excited about experiencing cutting-edge product feature releases. Salesloft is committed to providing enhancements that reflect current sales process trends. And, we’ve found them to be really good about responding to customer feature requests since they’re based on real-world use cases. 

We’re looking forward to being privy to future integration and implementation opportunities. We appreciate that improving an operational process does not necessarily mean installing completely new programs. Sometimes existing programs just need a little boost to make them more useful. Integrations enhance our strategic approach when developing the technology and workflows for our clients because it saves time when we implement existing applications to complement new software. It also streamlines the training and onboarding process. 

Ultimately the most significant benefit of this partnership is transferring all of these perks to our clients. So when you work with us, you can be confident that you’re receiving the highest level of service. 

Best Features of Salesloft

We think the biggest and best benefit of Salesloft is that it allows small but mighty teams like us to operate like a large, Fortune 500 company. There might be strength in numbers, but sometimes less is more. 

Thanks to the robust and intuitive nature of Salesloft, we can communicate at scale with our prospects and customers. These days, resources are scarce just about everywhere, and there isn’t enough time in the workday to accomplish everything we need to do. But, if we invest a little time in building relationships with our contacts by defining audience segments, configuring some preset messages, and establishing a reasonable distribution frequency, we can maintain top-of-mind exposure effectively and efficiently.

Salesloft provides the tools we need to automate our communications along with a high degree of personalization and customization. As a result, we can interact with our contacts strategically and regularly. In addition, Salesloft offers one-to-one SMS messaging capabilities and custom videos so that we can engage in direct but less invasive ways.

Salesloft also makes it easy to connect and scale our operations through integrations. Therefore, we don’t have to reinvent the wheel when implementing new technology. Salesloft integrates seamlessly with a number of sales and marketing applications, including Salesforce.

As a Salesforce partner, we combine data from our CRM and sales engagement activities to paint a clear picture of our interactions. And we use the data to evaluate our tactics and optimize them accordingly. 

Salesloft Select Partnership

Salesloft Improves Our Operations

Salesloft is designed to help sales representatives be productive and focus on their regular sales tasks. They don’t have to be bogged down by mundane administrative tasks because Salesloft automates and synchronizes tasks like recording conversations, scheduling meetings, and designing and distributing reports. 

Sales representatives feel more organized and aware of their responsibilities. Salesloft makes it easy for them to understand where their contacts are within the sales process. And they can easily plan the next steps and follow-ups so that nothing falls through the cracks. 

From a customer experience perspective, Salesloft enables customer service representatives to stay on top of renewals to maximize revenue. Avoiding missed opportunities goes a long way to ensuring recurring earnings and maintaining customer satisfaction. In addition, positive experiences with customer service help to extend the customer lifecycle.

Why Salesloft

When considering a sales engagement platform, it’s impossible to ignore Salesloft. It’s a market leader, and for a good reason. Salesloft focuses solely on optimizing business development opportunities and streamlining the sales cycle.

We at Revenue Ops LLC are intentional about aligning with market leaders. Salesloft is recognized by G2, Forrester, and TrustRadius. We help our clients maximize their revenue and scale their business by working with best-in-class products.

We are an experienced team of sales, marketing, and customer success professionals committed to helping clients improve their performance. We apply our deep knowledge of CRM systems like Salesforce and sales enablement tools like Salesloft to optimize sales potential by stimulating and tracking customer interactions. Learn how we can help you implement a strategy to improve revenue operations and maximize your growth.

Sales Enablement vs. Sales Operations

The Difference Between Sales Enablement and Sales Operations

Sales enablement, sales operations…sounds pretty similar, right? It’s actually pretty easy to confuse the two. Here are the most significant differences between sales enablement and sales operations. 

The key difference between sales operations and sales enablement is that sales operations focuses on the operational efficiency of the everyday business processes involved in selling (i.e., order management, forecasting). In contrast, sales enablement experts work directly with other teams to increase adoption within the organization by providing content, training, and support for their customers. 

Note: operational or technical account managers are a part of sales operations, whereas account executives or senior account managers can be considered as part of sales enablement even though they may not have direct reports under them. This distinction becomes more evident when they have a dedicated individual responsible for overseeing the training, onboarding, and support of their accounts.

Sales Enablement Roles and Responsibilities

  • Create, manage and distribute content
  • Train internal stakeholders on their products or services
  • Partner with marketing for campaign support
  • Develop supporting collateral to help internal teams sell better

Sales Operations Roles and Responsibilities

  • Order management
  • Forecasting
  • Technical account management
  • Classifying and adding new accounts
  • Workflows and approvals (pipeline development)

How are these roles similar? Both are responsible for creating, training, managing, and distributing the company’s product awareness. Plus, a good sales operations team should have a solid understanding of how sales enablement efforts directly relate to actual sales. And vice versa: sales enablement directly impacts operational efficiency when done correctly. For example, sales engineers can identify issues in your software and escalate them before customers contact the sales team.

Focus on What’s Best for Your Business

This distinction between sales enablement and sales operations matters because it helps each team focus on what’s best for their business.

Sales enablement focuses on delivering an engaging customer journey. Therefore the team works closely with marketing to provide content through email drip campaigns, interactive guides, and personalized user experiences.

On the other hand, sales operations will work closely with other teams like finance to identify opportunities for process improvement, including automating order management or improving forecasting accuracy.

Drive New Business Growth

Both roles are vital for driving new business growth – yet both still require additional tools to help them become even more efficient at their jobs (or turn you into a unicorn).

Sales Enablement: If you’re working on sales enablement, then the first thing you need is CRM. CRM gives your team one place to manage all of their customer interactions and information, including marketing campaigns, email drip programs, account plans, product launch schedules, and more.

Sales Operations: If you work in sales operations, then the next thing you’ll want after CRM is analytics. Salesforce Analytics Cloud lets you track company-wide trends so you can benchmark how much business your reps are driving overall vs. other companies in the industry. In addition, it comes with pre-built reports that help you visualize data to improve quotas or forecast accuracy.

Operations + Enablement = Sales Growth

These two roles work together to drive new business growth. But the right tools can take them from good to great.

The best part about having both solutions? You can use them together to measure shared metrics across the company. Here’s a quick example: Sales operations wants to track the number of demo requests made by reps, and sales enablement wants to track the number of demos completed. But instead of each team creating their own copy of these KPIs, they can simply create a custom report in Analytics Cloud that uses both sets of data – which means less time spent tracking down information and more time for analysis and action.

So if you’re trying to figure out how best to spend your budget this year, remember that there are two distinct yet equally important roles when it comes to driving business growth. Sales enablement focuses on customer engagement while sales operations helps teams become more efficient at their jobs – so make sure your tools reflect those priorities!

Best Tools to Consider

1. Salesforce Sales Cloud: The sales management platform that helps salespeople and sales operations teams become more efficient at selling.

2. Salesforce Analytics Cloud: The analytics platform that lets you measure and benchmark your company against other businesses in your industry and identify opportunities for improvement.

3. SalesLoft: Fully-automated outbound prospecting software that uses AI to generate personalized email campaigns, manage prospects from cold outreach all the way through to close.

4. InsideView: Helps sales and marketing teams quickly discover new prospects, prioritize them based on fit, and generate targeted lists for outreach.

5. HubSpot Sales: A platform that lets you manage all your contacts with automated workflows that easily move prospects through the funnel. It also makes it simple to create custom reports that help teams understand their data in context with overall company performance.

6. HubSpot Marketing: The marketing automation platform allows marketers to personalize each customer’s journey by integrating email, social media, paid advertising, and more.

7. Zapier: A web tool that makes it easy to build your own automated workflows between all of our apps without having to write any code.

8. FullContact: Helps sales reps quickly connect with new leads by automatically updating their contact profiles based on social media activity.

9. RingLead: Lets companies link contact data from third-party databases into Salesforce so they can get a complete view of not just who their existing customers are but also who they’ve had conversations with in the past (and might be interested in reaching out to again).

10. Rapportive: Allows you to see LinkedIn profiles within your inbox so you can make connections based on shared contacts.

The best software solutions for your business will depend on the size of your team and how you work together within each role (sales enablement vs. sales operations). However, most companies can benefit by having access to both types of tools because they focus on different aspects of growing revenue. With this distinction in mind, you can be sure to develop a complete and well-rounded sales stack that will help you increase your ROI and become a unicorn.

We at Revenue Ops LLC are happy to help you navigate sales operations and sales enablement software options and choose the right tool for your business. Let’s discuss your goals, obstacles, and vision to get started. 

How Sales and Marketing Automation Improves Operations

Sales and Marketing Automation

It seems that we’re all doing more with less these days. There isn’t enough time and resources – human, material, capital, etc. – to do everything we need or want despite our best intentions. That’s when we might turn to technology to help us out. I’m specifically talking about sales and marketing automation. Creating a system that manages fundamental sales and marketing tasks takes us out of the weeds and makes us more mindful of and intentional with our customers.

We generally rely on automation to manage repetitive functions, including email communications, social media promotions, and digital advertising campaigns. By alleviating some of the responsibility of this work, we can focus on attracting and serving customers.

When it comes to automation, the best advice we can offer is to ask yourself this question: “Even though we CAN automate something, SHOULD we automate it?”

While the ability to create automation allows a marketing team to increase the amount of work that can be done without drastically increasing headcount, if we over automate the system and don’t have a solid understanding of how all of the automations interact with each other, there could be unintended consequences which could have a negative impact on the relationship we have with our prospects. For example, message fatigue can occur when too many messages are automatically sent to contacts.

Instead, by being thoughtful about what we’re looking to automate and why, we can ensure that the journey we’re building for our contacts is personalized and takes into consideration the types of messages they want to receive, along with a reasonable frequency for outreach.

Ideally, contacts will receive a customized journey through a mix of automated messages and manual touchpoints, leading to increased engagement and higher conversion rates. In addition, the marketing team will extend its reach and bring in more qualified leads by automating the appropriate tasks.

Automation and CRM

We can automatically send contacts to Salesforce, our customer relationship management (CRM) system, for the sales team to follow up accordingly. For the sales team to handle the vast quantity of leads assigned to them from marketing, we need to provide them with the tools to follow up adequately. Therefore, we can leverage sales enablement tools that allow the sales team to use pre-built, customizable templates to distribute personalized messages and content to prospects at scale. And, those communication activities can be automatically sent to the CRM, so the sales team doesn’t have to update contact records manually. 

The level of detail that we capture and share is outstanding. For example, our sales and marketing automation gives us visibility into what sales messaging is working best since we can track distribution quantities, opens, and click rates for each email campaign. In addition, we use dynamic fields to automatically help us personalize messages to the prospects, allowing us to send relevant messages at scale.

We enroll all of our prospects into a cadence, which automates the outreach timeline and notifies the sales rep when it’s time to complete a step like making a phone call or sending an email. In addition, the email templates in our system have dynamic tags embedded in them. As a result, the sales reps only need to press a few buttons to drip out thousands of emails from their inbox, one-by-one, instead of taking the time to send them individually. All that time saved allows them to focus on more revenue-generating activities.

Benefits of Sales and Marketing Automation

One of the most significant benefits of using a sales enablement tool is that the sales team can spend more time on high-value parts of their job, like building relationships with prospects and clients. All the while, the business still collects the necessary data and analytics needed to make data-driven decisions to optimize revenue. 

Generally, the sales staff feels more productive, which contributes to job satisfaction. Happy employees lead to higher employee engagement and retention numbers. The team feels successful as they’re helping boost ROI because they have the time to engage in revenue-driving activities instead of spending inordinate amounts of time manually entering data into a CRM system.

When our marketing and sales activities are automated, we can trust that our data and reporting are accurate and reliable. The system records when activities are taking place and schedules the next steps accordingly, thereby removing a lot of the manual work and eliminating errors.

From an administrative perspective, it’s easy to create reports and dashboards that show what types of activities the sales team members are doing due to the automation and whether it’s positively or negatively affecting sales. In addition, we can closely monitor what communications resonate well and adjust the messaging that the sales team relays.

From a marketing perspective, we can measure efficacy based on the first touch, even touch, and last touch attribution models. This framework allows us to see what marketing tactics work best to get the prospects in the door, which marketing activities they interacted with while in the prospect stage, and their last action before closing the deal. This information allows the marketing team to streamline their messaging to eliminate what isn’t working and double down on what is.

See how we helped Soil Connect improve its sales operations with automation.

Are you interested in improving your operational efficiency and maximizing revenue? Then, schedule a free consultation with one of our sales and marketing automation experts to learn how to implement automation the right way.

Sales Enablement Software for your Sales Team

Consider Some Sales Enablement Software for your Sales Toolbox

An effective sales enablement strategy requires a team effort to optimize revenue by providing timely, personalized resources, such as valuable content and relevant educational materials, to potential clients or customers throughout their buying journey. In addition, your enablement team may be responsible for creating deliverables such as case studies, sales scripts, and onboarding programs, so you’ll want to equip them with the right sales enablement software to serve your clients’ needs best.

A wide variety of sales enablement tools are readily available, but you’ll want to evaluate several options to ensure a good fit with your sales team.  

Zendesk Sell

Key features

  • Offers contact, content, and performance management capabilities as well as content delivery and presentation tools.
  • Automatically tracks customer interactions.
  • Minimizes administrative works by managing tasks such as logging sales activities, organizing and storing contact details, and coordinating lead follow-ups.

Integrations: Slack, Squarespace, and Mailchimp

Pricing: Monthly subscription model

Users: Companies with 20 to 250 salespeople

Seismic

Key features

  • Systematically recommends relevant content to sales reps so that they can leverage the most effective materials at every phase of the buying process.
  • Customizes collateral according to the sales rep’s position and the products they sell.
  • Offers archiving, automated publishing, collaboration tools, content delivery and discovery, audit trails, and more. 
  • Great mobile experience.

Pricing: Monthly subscription; prices vary

Users: Large companies; clients include IBM, Verizon, American Express, and Philips

Highspot

Key features:

  • Organizes large volumes of content to share internally.
  • Offers content management, full-text search, text editing, collaboration tools, performance management, presentation tools, and more.
  • Provides sales and marketing leadership with insights into content usage and tracks closings by asset.
  • Recommends key content to reps so the most relevant resources are utilized in the buying process.
  • Features an email help desk, 24/7 live support representatives, phone support, videos, and in-person and online training.

Integrations: More than 50 platforms

Pricing: Subscription-based

Salesforce

Key features:

  • Offers its own cloud-based apps — innovative software as a service (SaaS) solutions, like Sales Cloud, which provides various tools to assist in content management and performance analytics.
  • Helps with workflow creation, contact management, opportunity tracking, customer engagement tools, and a mobile-ready dashboard.
  • Equips marketing teams with unique features, including social media integrations, marketing leads monitoring, and email integration. 

Integrations: More than 2,500 other software options

Pricing: Several pricing plans are available based on required services

Users: Large and small companies

HubSpot

Key features:

  • Provides marketing automation software, email marketing, customer service tools, and more.
  • Features an intuitive user experience.
  • Offers free CRM software and other tools to sales teams.

Integrations: More than a hundred apps and web services

Pricing: Free tools on a limited capacity; subscriptions start at $50 per month and scale up based on business requirements

Sales Enablement Software Experts

This list represents just a handful of sales enablement software options that are currently on the market. We at Revenue Ops LLC are happy to help you navigate them and choose the right tool for your business. Let’s discuss your goals, obstacles, and vision to get started. 

Crafting a Sales Enablement Strategy

Previously, we did a deep dive into the differences between sales enablement and sales optimization. Now, let’s talk about what it actually looks like to flesh out a sales enablement strategy and how it can help your organization. 

As consumers become more informed, sales representatives have to be responsive and provide a personalized experience for their prospects and clients. A sales enablement platform should make it easier to minimize the amount of time the team spends on repetitive tasks and maximize the time spent on meaningful activities that drive revenue.

It’s helpful to create a customized plan to meet the business and technological needs of the sales team. These five steps are the key to a successful sales enablement strategy.

Analyze Your Goals

It’s crucial first to understand what you’re trying to accomplish with a sales enablement platform. What problems are you looking to solve, and would implementing a new technology help to bridge the gap?

What activity metrics are most closely aligned to the success of the sales team? For example, what activities are taking a lot of time to accomplish but aren’t driving ROI? Also, what constitutes a realistic bar for measuring success for the team? 

A good sales enablement platform will help decrease the amount of time spent on repetitive tasks and help your team reach the activity goals that have proven to drive revenue. Knowing what’s important to your team will lead you towards the type of sales enablement software that you should consider implementing.

Some different types of sales enablement software include sales content management and sales coaching/productivity software. Sales content management allows sales reps to easily access and share relevant content with their prospects, along with helping you to measure what content is driving prospect activity. Coaching and productivity software allows reps to accomplish more activities, but to do so while still personalizing their conversations and allowing their manager to offer guidance on how to have valuable conversations with prospects.  

To understand which type of software would be most helpful, you need to talk to your team. So that’s step two in this process.

Talk to the Team

Who knows better about the challenges that the sales team is facing than the sales team themselves? The reps have their boots on the ground, and they’re able to quickly identify the major pain points that are hindering their success.

Spend some time talking through the knowledge transfer gaps between the content that the marketing team is providing and how easily the sales team can find the content that they’re looking to share in a short amount of time. Is there software that can make sharing content and measuring effectiveness easier for both parties?

You can make a list of the pain points that the teams are facing and a wish list of items or functionality that the team wishes were in place. Next, you’ll use this information to create a set of requirements and use it to evaluate each tool’s capabilities.  

Create a shortlist of various software options that could solve the team’s issues and set up a demo for the team to get their feedback on the user interface and the technological capabilities. You want to be sure that you’re only considering software that fits within your budget requirements. It does no good for the team to see the capabilities of something that is beyond reach.

 

Crafting a sales enablement strategy: successful-professionals-looking-through-online-ideas-for-their-business-project

State Your Case

To pitch this investment to the Chief Financial Officer, you must show the value of implementing this software to the organization. Why is this software, tool, etc., worth implementing and integrating into the existing technology stack? 

To demonstrate ROI, you’ll need some hard facts. Research the software and put together a presentation that shows the expected outcomes and potential gains that could be realized by implementing this sales enablement software. You should consider qualitative and quantitative data, and leveraging those customer stories from your sales team that talk about the pain they’re experiencing will make a compelling case for taking action.

Discuss the current benchmarks for the team, and outline the plan for measuring the efficacy of this investment. Next, create realistic SMART goals that show the C-Suite that you’re confident in the tool’s capabilities and demonstrate the value it will bring to the company. Finally, present a realistic budget request based on the system that best meets the team’s needs and secure approval to move forward. Be sure to include the one-time implementation costs for the software, in addition to any recurring software costs in the budget proposal.

Once you confirm approval, it’s time for the implementation fun to begin!

Make an Implementation Plan

Once you’ve selected the technology you want to implement, work with an implementation partner like Revenue Ops LLC to develop a plan for implementation, integration, and training.  

A suitable implementation plan will allow time for discovery so that the implementation partner can learn all about your current processes and incorporate them into the new workflows that they’re developing for the team, including the new sales enablement software.  

The next step for implementation is the build phase, where the new assets are configured to meet the customized needs of the team. It’s prudent to solicit feedback after the assets are built to satisfy the requirements and the team’s expectations. After the building phase is complete and the new technology has been deployed, user acceptance testing ensures that the software works as designed and anticipated. You’ll want to iron out any bugs before going live.

Before going live, the users will be trained on the new software and processes and educated about how this will help make their jobs easier. Since they’ve been included throughout the discovery, selection, and implementation process, the team will hopefully be extremely excited about the changes and embrace the new technology.  

Finally, it’s time to go live and deploy everything to production. After the go-live, allow some time to monitor how the deployment is progressing. Make any changes necessary to smooth the process. After that, sit back and watch the magic happen!

Measure the Outcomes

Simply put, track success. Constantly evaluate where there’s a visible improvement, successes and how to capitalize on those. Be sure all reps are adequately trained on the new software and processes, and monitor their usage to ensure proper adoption.

Create reports and dashboards to track those critical KPIs identified in your SMART goals, and communicate the results to your team and the C-Suite. Is the new software helping you to meet the goals you set forth? Since you’ve taken the time to vet the software properly, create the appropriate processes, and understand the actual pain points of the team, you’ll see some dramatic improvements after implementation.

Plan Your Sales Enablement Strategy 

Planning a sales enablement strategy will prove valuable to your business and teams, as it will help you increase productivity and maximize ROI. In addition, by removing barriers between the sales and marketing teams, new strategies will open new avenues between sales reps and content creators. 

These five steps are the key to a successful sales enablement strategy:

  1. Analyze Your Goals
  2. Talk to Your Team
  3. State Your Case
  4. Make and Implementation Plan
  5. Measure the Outcomes

Our team at Revenue Ops LLC are sales enablement software implementation and integration experts. We can help you analyze different software options for your company, understand your current practices and systems, and determine the best technological fit for your organization. Schedule a discovery call to speak with one of our consultants to get started.

What Is Revenue Operations?

What Is Revenue Operations?

Are you wondering, “what is revenue operations?” But, more importantly, are you curious about how revenue operations can help you improve your business productivity and maximize growth?

Listen as Heather Davis Lam explains how she transitioned from musician to revenue operations expert. Profiles in Persistence is a podcast that discusses the challenges and successes entrepreneurs and small business owners experience as they build their businesses. Guests not only share their real-world stories, but they impart nuggets of wisdom based on their areas of expertise. Learn how Heather’s company, Revenue Ops LLC, can help you streamline your operations to maximize your revenue.

Conductor of the Internet

Heather is a former musician who started a music business with no business experience. So, inevitably, she decided to go back to school to earn an MBA and a Masters of Science degree in marketing. Incidentally, she ultimately ended up in the technology space. 

As disparate as these two disciplines seem, it wasn’t too much of a leap for Heather. She applied the idea of music – a series of notes in a particular order and balanced by rules/conventional wisdom to strike a harmonious chord – to her work with technology. Her technical work involves the coordination of principles and best practices for processes to function and integrate. And, just like an orchestra, each ensemble member needs to know his/her part and the components of the entire system or band to contribute exactly what is needed at exactly the right time.

After working in various sales roles within different organizations for several years, Heather noticed a pattern. The sales team was generally in charge of the people, processes, and technology within a company. However, she believed that an independent team should manage the decisions for an entire operation instead of one particular group. As she researched this issue, she came across the term revenue operations (RevOps).

Composer of Revenue Operations 

Heather saw an opportunity with RevOps. It’s a relatively new concept, but she wholeheartedly believes in its efficacy. This strategy supports the alignment of the sales, marketing, and finance functions and the assignment of a neutral team of people who can review the operations from a systems-thinking perspective to make decisions that will drive revenue for the entire business. Hence Revenue Ops LLC was born. The team at Revenue Ops LLC helps other companies implement revenue operations tactics.

Change is what drives Heather’s business forward. Factors like COVID and remote work have impacted data accessibility and visibility requirements. Companies need to break down silos that create blind spots and operational inefficiencies. They turn to RevOps experts to help implement new technology, build new processes, and/or organize data and analytics so that teams can do their jobs more effectively and productively.

Heather plans to grow and scale Revenue Ops LLC while continuing to help her clients succeed. They practice what they preach. Expanding the technology stack, streamlining processes, and monitoring data to make strategic decisions is as much an internal goal as it is a client objective.

Experiential Advice

“If you’re doing things that are scary to you, you’re growing.”

Heather encourages aspiring entrepreneurs not to be scared of being scared. And, she encourages business leaders not to be afraid of failing. It’s important to try new things to continue to improve. You can use data and analytics to show your results and monitor your growth.

“If you’re properly measuring what’s happening and you’re using the right technology so that you’re spending less time on doing manual work and more time on actually working with your prospects, then you’re going to be able to really build your business and make it stronger and better and faster so that way you’re going to be able to bring in that revenue that you need to bring in.”

Learn more about what revenue operations is and how  Revenue Ops LLC can help you maximize your revenue.

 

About Revenue Ops LLC

Revenue Ops LLC is an experienced team of sales, marketing, and customer success professionals committed to helping clients improve performance. The ultimate goal is to streamline workflows so that our clients can make data-driven decisions that maximize revenue. We apply our deep knowledge of CRM systems like Salesforce and sales enablement tools like Salesloft to optimize sales potential by stimulating and tracking customer interactions.

Learn how we can help you implement a strategy to improve revenue operations and maximize your growth.

Improve Revenue Operations by Consolidating Your Data

How Consolidating Data Can Improve Revenue Operations

Listen to Heather Davis Lam explain how consolidating data can improve revenue operations, also known as RevOps. Authentically Successful is a podcast hosted by Carol Shultz that features experiences from founders and executives. Heather is the founder and CEO of Revenue Ops LLC, a revenue consulting company. Before becoming a revenue operations expert, she was a professional musician. Eventually, she was introduced to Salesforce and never looked back.

Heather manages a lean but nimble staff who are just as passionate about data and efficiency as she is. Their natural ability to optimize workflows internally is the key to successfully helping other companies improve their operations. Heather promotes professional development and mentorship among her staff by pairing team members together so that they can learn and grow from one another. 

Revenue Operations At Work

RevOps is a strategic approach to managing business operations. Revenue Ops LLC works with companies to leverage their people, processes, technology, and data to scale their business.

According to Heather, small and medium-sized clients who want to improve revenue operations usually start with a core technology platform, namely a customer relationship management (CRM) tool, like Salesforce Sales Cloud. As a cloud-based program, access is easily managed for users according to individual needs. In addition, users don’t have to download or install the software. 

Once the core system is implemented, other tools are inevitably added to enhance the CRM. Clients get excited about marketing automation opportunities and sales enablement utilities. Programs like Pardot and Salesloft are native complements to Salesforce.

Revenue Ops LLC always offers a training component after an implementation. Training workshops are customizable according to the client’s goals and resources. Some clients want to be as independent as possible. While other clients don’t want to touch the system once it’s set up. There are managed services packages that provide a bank of hours each month for support. It’s a straightforward ticket system that gives users access to a professional team member/dedicated representative who will troubleshoot issues or guide them in expanding the system’s capabilities.

Heather lives and breathes the idea that you can do more with less.

“We’ve been able to create efficiencies within our own business and also help others create those same efficiencies within their business. So, that you can work with more of a lean team and be able to really maximize your ROI because you’re not having to spend all this extra money on either projects that could be automated or by having new people added to your headcount to do these projects that you were doing manually before. We’re here to help out.”

Listen to the entire interview now.

 

About Revenue Ops LLC

Revenue Ops LLC is an experienced team of sales, marketing, and customer success professionals committed to helping clients improve performance. The ultimate goal is to streamline workflows so that our clients can make data-driven decisions that maximize revenue. We apply our deep knowledge of CRM systems like Salesforce and sales enablement tools like Salesloft to optimize sales potential by stimulating and tracking customer interactions.

Learn how we can help you implement a strategy to improve revenue operations and maximize your growth.

How Does Marketing Automation Help?

How Does Marketing Automation Help?

You understand the purpose of market automation is to minimize the mundane and administrative tasks for marketers so that they can focus on fulfilling customer wants and needs. But, you also have to appreciate how the fundamental characteristics of marketing automation help businesses achieve their company-wide strategic goals. Knowing what to expect can go a long way in ensuring that marketers use the system productively and take advantage of all it has to offer.

There’s no shortage of marketing automation tools for marketers to consider. And, by and large, they all offer similar features such as personalization, lead management, analytics, etc. Pardot and HubSpot are just a few examples of marketing automation platforms.

So, the determining factor for your marketing automation software of choice may come down to personal preference or how well the provider applies the principles that their tool is designed to support. Nonetheless, let’s review how the utilities of marketing automation help companies.

Overall Efficiency

 If you invest in a marketing automation tool, it’s not unreasonable for you to expect to see an immediate improvement within your operations. When technology automatically handles menial tasks that would otherwise require a human to manage, you can expect to see quick results and virtually no errors.

One of the most common marketing functions you might want to automate is social media management. For example, you could use an automation tool to post a tweet every time your company starts a live stream. For businesses that frequently manage a large volume of social media posts across multiple platforms, a tool like this would be extremely beneficial.

There are a number of basic marketing tasks that could easily be preprogrammed. You can even automate complex workflows if you have the skills and resources. 

Broad Scalability

As your organization grows, its needs will, too. So, all of your resources will have to adapt to the increasing size of your business.

Fortunately, any capable marketing automation software will be able to scale alongside the business. So it can accommodate organizations at any point in its lifecycle and adjust as operations expand and/or teams restructure.

It’s unlikely that an organization will outgrow its market automation software. More often than not, limiting factors have to do with the other resources and services that you use. So rest assured that your software will be able to adequately handle the dynamics of your email volume, social media promotions, data capacity, etc.

Precise Reporting

Because all of the functions are automatic, the reporting about the marketing activities is very reliable. As a result, you’ll have access to insightful data that will help you understand your audience.

Suppose you ran an automated social media campaign. You can review detailed performance metrics to evaluate the type of posts that your followers found most engaging so that you can continue to deliver content that interests them.

In addition to messaging, you can also optimize your publishing schedule. For example, it would be best to publicize your content when your audience is likely to read and respond. Your marketing automation tool will be able to analyze your posts by day and hour so that you can schedule them accordingly.

And there are a variety of other marketing elements that you can assess to optimize your promotional strategies. 

How does marketing automation help?

Conversion Rate Maximization

No matter how many leads you have, this number won’t mean much unless you strive to convert them to loyal customers. It can be challenging to manage a large number of leads — even for large, resourceful companies.

You can use marketing automation software to track your leads and develop an understanding of their browsing and buying activity. The more you observe about your users’ behavior, the more effectively you’ll be able to target them.

By extension, this will allow you to maximize your conversion rate. You increase conversions by effectively communicating the details about your products, services, and offers in a timely manner.

Time Management

Your marketing team usually has other obligations to handle aside from actually implementing marketing campaigns. One of their core responsibilities is conducting research. Since automation allows them to minimize the amount of time they spend managing a campaign, they can allocate more time toward developing customer personas and assessing market trends. This work can positively affect conversion rates as well.

Ideally, marketers will also have time for their own professional development. Staying current on industry news, attending relevant training workshops, and participating in conferences and events enhances performance individually and collectively. The benefits ripple throughout the organization sooner or later.

Return On Investment

You probably don’t have a limitless marketing budget, so it’s in your best interest to get the most out of every dollar. After all, your cost efficiency plays a significant role in maximizing your return on investment.

Saving money is just as important as saving time. Keep in mind, there are two sides to revenue — income and expenses. It’s prudent to pay attention to both sides of the equation when trying to maximize revenue. As revenue specialists, we find that increasing sales and reducing costs is far more effective than focusing on one or the other.

Marketing automation helps in this effort because it’s inherently designed to apply the least amount of resources to optimize sales opportunities.  

Sales Alignment

If you think marketing automation supports only marketing functions, you’re mistaken. You can help out your sales team by automatically maintaining a steady flow of prospects. Moreover, you can warm the leads for them through a targeted stream of marketing communications that will help qualify the contacts based on interests, urgency, and other useful criteria. And if you’re an over-achiever, you can include valuable interaction data when you send the leads to your sales team so that they can personalize the conversation right from the start.

Oftentimes, sales and marketing teams are perceived as being at odds with each other. However, that doesn’t have to be the reality. When each group understands the needs and capabilities of the other, they can work together to achieve common goals.

Marketing Automation Help

If the idea of automating your marketing tasks excites you, but the thought of actually doing it intimidates you, don’t worry, you’re not alone. Revenue Operations experts are here to help!

Our team of experienced and certified consultants who specialize in marketing, sales, and customer experience strategies works with companies and teams to maximize revenue. We apply our deep knowledge of operations management, technology, and data analytics to improve business performance and drive growth.

As a Salesforce Partner, we’re very familiar with Pardot, Salesforce’s marketing automation solution. But, as trusted advisors, we pride ourselves on taking a fresh approach to each of our projects. As a result, we ultimately leverage the appropriate technologies that adequately satisfy short-term and long-term business objectives.

If you need marketing automation help and are ready to take your business to the next level, schedule a free discovery meeting with one of our experts.

What Is the Purpose of Marketing Automation?

What is the Purpose of Marketing Automation?

It seems like everyone in the business world is talking about marketing automation. If you find yourself wondering “what is is the purpose of marketing automation” when you hear people talking about it, we’re here to demystify the practice.

Technology has revolutionized the world of marketing, and one of the latest developments is quickly becoming a mainstay in the industry. If technology tends to intimidate you, don’t worry, marketing automation is not as complex as it may sound.

Consider this your definitive guide to the world of marketing automation. We’re going to cover what it is, how it could benefit your company, and what you can do to start using it.  

Marketing Automation Defined 

If you want to understand marketing automation, you need to think about the concept of automation itself. 

Automation in its purest form uses technology to complete simple tasks, and we’ve been using it for centuries now. Factories could be considered our first foray into the world of automation, and as technology has improved, automation touches nearly every modern industry. 

Marketing automation uses software and other web-based services to execute and manage marketing tasks. Essentially it can take over nearly any manual and repetitive task so you can focus on your high-value work.

A social media management tool you use to schedule posts or automatically follow people who tag your company is considered a form of marketing automation. A program that sends out email newsletters and deletes subscribers who don’t open messages is another example of automating marketing tasks.

You can leverage marketing automation tactics to handle repetitive tasks, but it can also help improve your entire sales and marketing strategy.

As marketing automation becomes more sophisticated, it can do more with predictive analytics and strategy. For example, business-to-business software like Pardot can deploy marketing landing pages to bring in more leads and sort through lead pipelines to determine the best ones to pursue. It can even generate reports that can tell you how your campaigns are performing.

The Benefits of Marketing Automation

Now that you understand how marketing automation works, we can start talking about how it can help your business. 

You may not see the point in investing in a conventional marketing cloud if things are running fine in sales and marketing. However, businesses that truly want to innovate and grow need to spend their time developing an automation strategy.

Want to know why we recommend that every business gets into automation? Once you appreciate the purpose of marketing automation and all of the good it can do, you’ll wonder why you’ve taken so long to get started.

Save time with marketing automation

Save Time

How much time do you think it takes to deploy a simple email and social media campaign about a sales promotion? It may not seem like it would take a lot of time to send out a few emails and post a status or two, but the truth is that deploying a campaign can take a lot longer than you’d think.

One of the main benefits of automation is the time it gives back to your employees. Now employees will be able to spend most of their time on more important tasks while your automation programs handle menial work.

Who will be around to make sure emails and social posts are deployed at the right time? Do you know who will decide the best customer lists to use and the proper targeting for ads?

A person would have to spend a few hours determining send times and audience segmentations. However, a marketing automation program can manage all of that in a matter of minutes.

Personalize Your Marketing Message

Personalization is an essential factor in the marketing world. If you want to resonate with today’s consumers, you can’t take a generic approach. Everyone wants to feel like businesses and companies are producing things specifically for them. And leaning into a personalized approach to marketing could do wonders for your lead pipeline and sales numbers.

It would be impossible for one person or even a team of dedicated people to manage personalizing content for hundreds or thousands of contacts. Luckily for us, the right automation software can handle it.

Marketing personalization can be as simple as adding someone’s first name to a greeting on a newsletter. However, once you collect more data, things can get much more advanced. Imagine being able to push relevant information about promotions and special offers to people with a history of buying your products and services. Think about what you could do if you could automatically send people messages that let them know they still have items in your cart. The right software can do all of this and more!

Improve Strategy

How do you currently measure success with your marketing programs? Seeing sales numbers go up might be nice, but it doesn’t give you insight into what specifically is working with your current campaigns.

If you want to improve your marketing work on a more granular level, automation is a must. You’ll be able to gain deep insight into campaign performance and get specifics into what’s performing well.

A typical Google Analytics dashboard can give you basic information about bounce rates and time spent on pages. However, it can’t provide you with information on how to run a practical A/B test to improve your next round of ads. In addition, the dashboard won’t have integrated artificial intelligence (AI) that can show you demographic information around your best customers.

The beauty of modern automation programs is that you don’t just get a lot of data and analytics. They’ll also help you process the metrics into valuable insight and help you figure out what to do next by making data-based recommendations.

It’s Time to Bring Automation to Your Business

The purpose of marketing automation is to enhance operational efficiency to ultimately maximize revenue. Marketing automation isn’t a “fad” in the industry; it’s the next stage of evolution for marketing. The combination of automation and AI can help your business improve every aspect of your approach to marketing and sales.

Getting started in automation is virtually a requirement, but it’s even more critical to ensure that you manage everything the right way. Finding the right automation partner can do a lot to set you up for success. Fortunately for you, we’re here to help your company every step of the way.

Do you have questions about how marketing automation could help your business? Are you ready to start working with a trusted automation partner? Contact us today to discuss how your company can use marketing automation the right way.