How RevOps Science Brings Data-Driven Success to Sales Enablement


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We’re all familiar with devops, the function that bridges development and operations silos, so software is built faster and more efficiently. The DevOps movement began to coalesce between 2007 and 2008, when the IT operations and software development communities raised concerns about what they saw as a fatal level of dysfunction in the industry. By establishing clear and strong links between silos, devops has solved a lot of production problems since then.

Fast forward to 2022, when e-commerce, customer experience and business intelligence applications will dominate the world. The new complexities that come with all this new cloud-based computing and fierce new market competition are solved by a similar solution called Revenue Operations, or RevOps. RevOps brings science to sales and uses real-time buyer/seller engagement signals to take a data-driven approach to sales activation and execution.

RevOps is key to breaking down the silos that sales, marketing, and customer success are known to operate in; by breaking down these silos, these disparate teams can work more harmoniously. Successful RevOps does for sales/marketing what devops did for software production and what digital transformation did for modernizing systems management.

RevOps key data points

  • A successful RevOps strategy brings sales and revenue together, but it still requires coordination and communication between sales marketing and customer service teams.
  • Process orchestration issues across multiple tools aren’t limited to lead management: if you work in RevOps, you’ve had the challenge of trying to get multiple software tools in your go-to-market organization work well with each other.
  • RevOps is trying to solve this problem by calling for sales and customer success to become more closely linked. It’s about unifying three disparate departments through common expectations, data and tools.

According to Gartner Researchthe RevOps function is gaining ground; the researcher predicts that by 2025, 75% of the fastest growing companies will use a breakthrough RevOps model.

“As baby boomers retire and millennials move into key decision-making positions, a digital-first buying posture will become the norm,” said Cristina Gomez, senior vice president of sales practices at Gartner. , in a media advisory. “As customers increasingly learn and shop digitally, sales reps become just one of many possible sales channels. For this reason, sales organizations need to be able to sell to customers wherever the customer is. expects to engage, interact and transact with suppliers.”

Gartner said buyers typically only spend 17% of their time meeting with potential vendors when considering a purchase. With less customer contact time, virtual selling through digital channels will predominate, Gomez said.

“Sales reps will need to embrace new tools and channels, as well as a new way of engaging customers, by matching their sales activity to the purchasing practices and information gathering needs of their customers,” said Gomez.

One of the key tenets of RevOps, the unification of these three disparate departments through connected technologies, has brought to light a prominent myth that the work of sales reps should be done in a customer relationship management (CRM) application. ). Indeed, their business depends on data from a CRM, promoting the idea that salespeople’s work must be done within the CRM itself.

This is how sales have been done for years. However, salespeople in 2022 are actually doing their jobs on a disparate set of apps mostly disconnected from a CRM, which is creating issues for the business with process compliance, data hygiene and salespeople. frustrated people moving between too many tools.

Why does this happen? Traditional CRM applications were never designed to empower end users to do their jobs and haven’t been modernized fast enough to accommodate today’s new sales workflows. The downstream effect on the business is that data hygiene suffers, process compliance is a pipe dream, and sales people become frustrated, unhappy, and back and forth. Too many workarounds and shortcuts are used.

To change that, RevOps teams create workflows in Slack or email to remind sales reps, prompting them to complete a task or take an action in the CRM. This is one of the main reasons why RevOps is now gaining traction with many business teams.

According to market analyst G2.comthe top 10 RO&I (Revenue Operations & Intelligence) software vendors are:

  • Gong
  • Clarity
  • Groove
  • InsightSquared
  • Sensitization
  • Opinion
  • Mediafly

Early RevOps Leaders

Clari cited by Forrester Research

Based in Sunnyvale, CA Clarity revealed on March 28 that Forrester Research named him leader in the very first Forrester Wave report for Revenue Operations and Intelligence (RO&I), receiving the highest score in the category of the current offer among the 14 suppliers evaluated.

According to Forrester’s assessment, “Enterprise sales leaders across all verticals who seek accountability, transparency, and predictability in revenue management should consider Clari.”

Clari also received the highest possible score (5/5) in 14 capability criteria measured in the report, including deal/opportunity insights, pipeline management, and forecast insights.

To download a copy of the Forrester Wave for Revenue Operations and Intelligence (RO&I) report, go to here.’s AI-based solution

Founded in 2018, BoostUp’s SaaS platform claims to solve the RevOps challenge by serving as a single source of revenue truth. It offers smart forecast submissions and a review, audit, and rollup management workflow that keeps everyone on the team on the same page at all times.

The platform ingests unstructured data from sources like emails and messaging apps, then associates it with accounts and opportunities found in CRM apps. Natural language analysis, sentiment analysis, and proprietary indexing of spoken and written keywords are applied to better understand sales trends to more accurately predict whether deals will close.

In this space, offers a flexible architecture designed for custom objects and complex enterprise data models, unstructured communication data intelligence and NLP and buyer sentiment analysis from e -emails, call transcripts and recordings. It also has an intuitive interface that can be used by line of business employees.

Mediafly launches command center app

MediaflyThe revenue enablement and revenue intelligence app, called Revenue360 suite, includes four comprehensive solutions that connect sales enablement, revenue intelligence, value selling, and buyer engagement. This new suite serves as a command center for revenue teams to coach, assess, predict, and engage more effectively with audiences at every stage of the buyer’s journey. With Revenue360, Mediafly brings science to sales, using real-time buyer and seller engagement signals to take a prescriptive, data-driven approach to sales activation and execution.

“Digital selling is here to stay, giving the buyer enormous control and putting the seller in reactive mode. proactive and take advantage of associated signals or remain in a wait-and-see mode.” Carson Conant, CEO and co-founder of Mediafly, said in a media advisory. “With contextual insights into how buyers are engaging at every stage, dynamic training and coaching, and interactive experiences that capture and hold buyers’ attention, Revenue360 puts sellers back in the driver’s seat so they can achieve and exceed their goals.

As companies increasingly adopt a RevOps model, consolidation of the technology stack is inevitable, Conant said. Revenue360 has a robust information engine, enterprise-grade security, and a scalable data lake architecture that supports seamless integrations. The suite can be deployed together or as individual solutions, Conant said.

Challenger using AI for sales training

Challengeran Arlington, Virginia-based startup uses AI in its SaaS application to provide training, technology, and guidance to sales professionals.

On April 1, it launched Challenger Loop, a first-of-its-kind SaaS application that uses artificial intelligence (AI) and natural language processing (NLP) to display real-time customer feedback and close more deals. This brings transparency and clarity to the sales process by adding the customer’s perspective into sales performance. The software collects win/loss and customer feedback data, providing a holistic perspective on the quality of the shopping experience.

Challenger research shows that the actual shopping experience is most often the determining factor in whether or not you close a sale. Salespeople have tried to conduct these win-loss analyzes for decades, but struggle to get accurate metrics. That’s because the information they enter into CRM systems is often biased, lacks context, or arrives too late in the sale, leading to avoidable losses, the company said.

In summary

According to The Future of Gartner Business Research80% of B2B sales interactions between suppliers and buyers will occur through digital channels by 2025. Whether a buyer shows intent on a website, views or shares content, names competitors in conversations, features news stakeholders or cancel meetings, revenue teams are under increased pressure to capture data and leverage insights to adapt their sales process in real time.

Activity-level data empowers sellers to know when, where, and how to create personalized, value-driven experiences that accelerate pipeline velocity, change deal trajectory, and guide modern buyers toward buying decisions by full confidence.

It’s up to e-commerce businesses to realize this sea change in shopping and ensure they’re ready to compete in the new sales battlegrounds of this decade.

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