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September 3, 2019

The Secret to Success for RevOps

By: Shawn Parks

Start thinking about the end user

When you are well versed in data, it’s often difficult to have a conversation with someone who isn’t. So often executives, leadership, and individual contributors go to their RevOps person (or team, if you’re lucky enough to have more than one) searching for an answer. But here’s the deal: 90 percent of your company isn’t versed in data. At all. It’s simply not natural to dig into spreadsheets, and it’s beyond painful to start mucking with the raw data.

While you, RevOps manager, dream about rows and columns, get jazzed by your next data prep project, and get motivated by the perfect execution of an inner join that will make your dashboard shine, the rest of us simply respond, “Huh?”

We all know the drill. You’re plugging away at your to-do list—pulling numbers for the weekly sales meeting, writing summaries to drop into slides for the board meeting, fine-tuning your operations dashboard—and then you get “The Hoverer.” You know, the sales rep hovering by your desk looking for help. The marketing manager hovering trying to find the latest campaign metrics. It doesn’t have to be this way. How can you stop the hovering?

What you need is an assistant. What you need is a clone of yourself. What you need is data storytelling. What you need is Lexio.

So, what exactly do you mean by “RevOps?”

Before we dig into Lexio for RevOps, let us explain what RevOps is for us.

Revenue operations (aka RevOps) is a fairly new and trendy term for a function that is the collation of people supporting operations duties for sales, marketing, and customer success. It’s still very common to see titles such as director of sales operations, sales operations manager, marketing operations manager, business operations manager, and other related varients. 

In many organizations, these people still sit within their respective departments (i.e., marketing ops reports to marketing). However, there is a push to group together operational employees into a single functionseparate from marketing, sales, and customer successcalled revenue operations. This function typically reports into a chief revenue officer (CRO) but can also be found taking direction from either the vice president of sales or marketing. 

Here at Narrative Science, RevOps sits in marketing. We’ve made the intentional decision to centralize here and then pivot to sales and customer success. For us, it makes the most sense to track and drive new business while supporting existing customers and growth in this capacity. This was not always the case. Our analytics team of one has served as a function of various departments within the company, reporting up to nearly everyone from product management, to IT, to sales.

From here, it probably makes sense to stop talking about him and start hearing from him. Our RevOps manager keeps us all in check, and his name is Brent. You’ve probably read about him before. That’s no surprise, considering he’s involved with so many teams, projects, and reports. Watch this video to hear just how data storytelling empowers him to be more efficient and just where he’s been spending his time since Lexio launched.

“Lively fruition in the form of a report”

So there you have it. Straight from the proverbial horse’s mouth. This is how Lexio can be used by RevOps. Let’s summarize:

Lexio gives your RevOps manager and all of their stakeholders:

  1. Access to the full pipeline. Real time and in a way that anyone can understand: stories.
  2. Consistency of output. Take out interpretation and variability—start getting objective insight that people trust. 
  3. Clean data. When everyone can tell if Salesforce is not complete or accurate, data hygiene will become a natural habit for sales.

Stay tuned as we dig deeper into data storytelling for various functions in your organization, both standalone and how these roles interact with RevOps.

Data poets want to spend their time digging deep into data and making their go-to-market teams efficient. We can help. Give us feedback on what we’ve missed and how you leverage your operations experts in your organization. Above all, stop explaining data and start data storytelling.

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