A RevOps strategy looks at how your marketing efforts interact with all the other revenue generating components of your business, instead of isolating it. This perspective can help your MSP determine the ROI of your marketing strategy, and focus your attention on the areas that will be the most profitable.
What is RevOps?
RevOps is a strategy that looks at all the revenue-producing efforts of a business, and how those components come together. It includes:
Inbound and Outbound Marketing: Emails, social media, paid ads and search engine optimization
Lead Generation: Website optimization, landing pages, lead magnets and calls to action
Sales: Nurtured funnels, automated marketing, case studies and branding
Service: Customer outreach, rep management and self-service communication website tools like chatbots and calendars
Instead of each of these departments working independently, a RevOps strategy brings them together, and focuses on the customer journey from beginning to end.
Why focus on RevOps?
If you’ve ever felt let down by a marketing strategy or agency that fell short, then focusing more on RevOps should help you see the whole picture before you invest. It also looks at what is, and is not, working in your revenue generation. Maybe your sales and marketing plans look effective individually, but when you look at them together, you find that there’s a disconnect.
A RevOps perspective looks at your business systems holistically, opening up potential revenue opportunities that you might have missed before.
The RevOps Strategy
As an MSP, you should pay special attention to the customer experience, especially online. A clunky or confusing website could look bad to customers in a moment when you're trying to build authority and win their trust. Building a successful RevOps strategy requires that previously siloed departments of your business come together to create a better overall customer experience.
There are a few steps to make this happen:
Audit your current situation. You need to look at all the processes you have in your business for lead generation, client retention, and bringing in revenue. Gather and analyze all the available data. This matters, because even if it looks like you have a solid marketing plan in place, it might not be converting into ideal clients. Or, maybe you’re finding clients, but you’re not retaining them. Looking at everything together will help you see the bigger picture.
Make a plan. Strengthen the weak points, and amplify what’s working well. This is where it helps to work with other departments, because you might find opportunities for collaboration and growth that you didn’t see before. Instead of creating just a marketing plan, a RevOps plan can use all the resources of the company to maximize revenue.
Activate your plan and assess growth. Even the most meticulously strategized plan will need to be adjusted from time to time. The MSP landscape is continuously changing, and your business will need to adapt, too. Using the RevOps framework, continue to analyze progress or stagnation in your business, and make improvements where you can.
Some companies will have the infrastructure to run an effective RevOps strategy in-house, but others will need to outsource to come up with the best solution possible. If you decide to work with an agency to help you improve your revenue, make sure you choose a marketing agency that will look at all areas of your business to find problems or opportunities for growth.