Building the GTM Engine!
Revenue Growth Guide - Oct '23
Over the years, we’ve more or less come to a collective agreement on the function and importance of Revenue Operations.
RevOps should be a strategic partner, not just a reporting factory? Yup.
When we’re talking about RevOps, we should be talking about the entire customer lifecycle, not just the parts touched by marketing and sales? Uh-huh.
The pillars of a great RevOps strategy are some combination of: Strategy, Tech, Enablement, and Data/Insights? Check.
In this issue of RGG, let’s talk about a slightly different, more powerful lens through which to see the work operators do every day, shall we?
Let’s talk about building the GTM engine like it’s our product.
Which, you know, it is.
If you’re an earlier-stage company that’s just starting to scale, what should your V1 look like? What kind of foundation needs to be laid to save you from the all-too-common pains of fast growth?
What tools and systems should you have in place?
What data should you be collecting throughout the customer journey?
What processes need to be implemented across the org?
How can automation to streamline your operations?
These are the kinds of questions that inform the important work of Revenue Operations and help operators get to the root of what they should be prioritizing.
This goes against some assertions we’ve made in the past (that’s showbiz, baby!), but if we’re talking about the GTM engine as RevOps’ product, that means our users are the go-to-market teams. What they need is the strategy and support to delight their customers, so how can we make it easier for them to do that?
When we think about gaps that exist within our GTM engine, we categorize them as CX gaps, Scale gaps, and Internal Efficiency Gaps; after all, that’s how they’re showing up. Still, what’s most important is the impact they’re having on the team’s ability to close more revenue.
At the top of the funnel, there are countless things we might say are good to have in place, but at the heart of everything, we need:
To identify who we’re targeting as buyers
Clearly defined ICP and buyer personas, intent data
To craft messaging that resonates with those people
Market research, content/campaign strategy
Potential buyers to be able to contact us
Conversion points, lead capture
To be able to collect information about leads
Data enrichment/appending
To be able to measure the success of our tactics
Reporting
To share information and stay aligned
Definitions for MQLs, SQLs, etc.
Exit criteria for buyer journey stages
CRM and MAP Dashboards
While these things are key for any organization, they also exist at different levels depending on the maturity of the organization.
As we continue to dig into what the highest-performing RevOps teams are doing and building, we’ll highlight the features that make up a world-class GTM engine and how you can implement them at your own company.
Next month, we’ll be talking about automating upsell opportunities to help reps have expansion conversations at the right time (not just at renewal time).
Or, if you have a different feature or topic you’d like us to cover, let me know!
Upcoming Events:
October 26th: In partnership with RevOps Co-Op, our CEO, Jen, will be chatting with Erol Toker (CEO, Truly) about what it means to look at the GTM engine as RevOps’ product. RSVP here.