RevOps: Focus on
the Customer Journey
Your three revenue departments — Marketing, Sales, and Service — are all crucial parts of your customer’s journey. And HubSpot brings them all together.
The biggest obstacle companies are facing today is a disjointed customer experience where Marketing, Sales, and Service are all working independently with no consistency or strategy. This leads to lost opportunities, fewer deals sold, and lower profits.
RevOps provides the framework to align your profit departments and remove friction from the customer journey by establishing connected processes and unified strategies. In short, your company becomes more efficient and your teams are more productive. You will be able to use fewer resources and still create increased profits. It’s a win-win.
Marketing allows your brand to become an option, attract new leads, and build relationships with ideal customers. This process improves lead conversions for increased sales opportunities.
Marketing’s primary goal is to connect with and attract your ideal audience, but the truth is, leads do not equal revenue.
Marketing and Sales strategies need to be aligned to create more than just qualified leads. This alignment and communication plan will reduce the sales cycle and enable the sales team to close more deals using fewer resources.
Not all customers are ready to buy the moment they connect with your brand, and the sales cycle can be different depending on the customer’s needs and timeline.
Would it surprise you to know that the sales team creates a lot of content?
According to some analysts, sales has the potential to create more content (emails, presentations, sell sheets, etc.) than any other department. This content needs to be a continuation of their marketing experience and should move your customers through the sales cycle until their purchasing needs are met. The customer journey does not end here. The handoff to Service now becomes the next crucial phase of the customer experience.
The passive role Service is known for is a thing of the past. Existing customers are the pot of gold that most companies underestimate. Service’s profit potential is greater than any other department.
Service departments should be more than call centers reactively handling problems.
Your current customers are your most valuable, yet underserved, revenue potential. Rather than just responding to tickets or sending out surveys, the Customer Service department should be focused on nurturing your customer relationships. This increases future revenue opportunities through cross-selling, up-selling, referrals, and recommendations. Brand ambassadors are the most economical lead source your company can have.
Thanks to RevOps, and a holistic customer experience through the integration of Marketing, Sales, and Service, your customer is more prepared as a brand advocate and is engaged with your brand long after their initial purchase.
Marketing + Sales + Service = Profit Growth
RevOps identifies the friction points where customer relationships can sour and establishes processes to keep customers delighted and engaged. Collecting data and implementing ongoing campaign optimization allows you to build transparency between departments, anticipate future customer needs, and forecast business growth.