It’s 2019, and RevOps is spreading.
It’s no longer true that sales is considered the only team to truly drive revenue. We know by now that in addition to bottom-line customer acquisition, marketing drives revenue by building brand awareness and creating content that leads to conversions. Likewise, customer success plays a huge role in retaining existing customers and making way for opportunities to grow those accounts. For these reasons, enablement has become more than just an internal buzzword. In fact, it’s directly related to the kind of experience you’re able to offer your customers.
In our travels (e.g research for this post), we came across a list of quotes on HubSpot from speakers at the 2015 Forrester Sales Enablement Forum. A throwback, indeed! But there were some great quotes there, and we thought they might provide an interesting lens through which to look at the ways some things have changed, as well as the ways they haven’t.
“Random acts of marketing don’t work. They’ve got to be integrated and part of a plan.”
This was said by Joanne Moretti who was, at the time, the SVP of Marketing at Jabil. Even in 2019, it’s easy enough to find a company at which marketing and sales operate more or less independently. Random acts of marketing (sorry, a term we love now) are not rare to see, not least because many marketing teams aren’t given the necessary support or resources to create insight-based plans. The best marketing strategies are built on a foundation of collaboration, so having detailed, thorough discussions about data either team has collected about target or existing accounts will result in marketing initiatives that are personalized to your organization’s customers and their journey with you.
Additionally, with organizations’ tech stacks constantly growing, more resources are required to allow marketers to master the tools available to them. Instead of viewing your marketing team as solely a source of creative output, realize that they are also creating revenue, hand-in-hand with sales.
“People who come to a B2B site want a B2C experience.”
This quote by Neil Ringel (formerly EVP of the Contract Division at Staples Business Advantage) made us feel all warm inside. The amount of truth in these eleven words cannot be overstated. Yes, you’re selling to businesses, but those businesses are made up of people. In marketing, losing your brand’s humanity is unforgivable; you need to tailor your messaging in a way that will resonate on an emotional level as well as a practical one.
For sales, getting to know the account to whom you’re selling is paramount to starting that relationship off on the right foot and making your point of contact feel that they will be taken care of. Support your team by making sure they have the information they need to execute effective plays and build meaningful relationships that lead to revenue.
Customer success needs to continue to nurture that relationship so that your customers always feel heard, and are inclined to continue giving you their money. In order for them to do this, you will need to invest in the right tools and training. There is a tendency to take customer success somewhat for granted, and therefore assume that not as much enablement is necessary for them to be effective. The problem with this assumption is that it will probably start costing you money in the form of churn before you take the proper steps to fix it.
“Your competitor can copy your product or service, but they can't copy the relationships you build.”
Brian Goonan, a partner at Ernst & Young, said this one. When it comes down to it, all any company truly has to offer in this market of countless options is the quality of the service they provide. This is often the differentiator between companies like Lyft and Uber, DoorDash and Grub Hub, etc. There will always be more than one company out there doing the same job, but it’s how they do it that becomes the most important factor.
If you are empowering your teams to own and share their data, use their tools effectively, and be vocal about the resources they need to succeed, then you are also enabling them to build strong, lasting relationships with your customers.
And when Brian said “the relationships you build”, there’s no reason to limit that to mean external ones only. The relationships we are able to foster internally, with different teams and departments, make all the difference, too.
After all, true alignment and successful collaboration depend on your ability as a company to put a great many heads together, and build something that’s not only cohesive and useful, but human, too.