This was discussed at "SaaS Marketing Workshop" conducted by HelloMeets at WeWork office in Singapore.
Speaker & Presentation by:
Anmol Oberoi is a SAAS marketer with over 4 years of experience with some of India's most respected Saas startups like Wingify, Tracxn.
-He is an alumnus of RV College of Engineering
-He was the first member of the marketing team at Tracxn and helped grow the team to 40 members in a year with 25 direct reportees, while Tracxn grew from 20 to 500 employees
Presentation includes:
-What is Revenue Ops & why do you need it in your organisation?
-What a globally competitive SAAS marketing operation entails
-Setting up a tech stack for a robust revenue (marketing, sales) operations
-How to track results from Outbound, Content, Community Management & Paid advertising month on month
-Actionable examples of how marketing & sales operations impacted the $20 million ARR Revenue Operations Team
Build and Drive Revenue Focused Saas Marketing Operations
1. @obanmol10 #RevOps Wingify
How to Build and Drive Revenue Focussed Saas
Marketing Operations
Learnings from a $20 million ARR Revenue Operations Team
3. @obanmol10 #RevOps Wingify
Let’s get to know each other better
Find out one person for each category, who:
Travelled to 5 countries Sat on a Helicopter Has a twin
Born in May
Works for a Saas startup
Is a teetotaler
Is not a Marketer
Plays basketball
Loves Justin Bieber
6. @obanmol10 #RevOps Wingify
How do we create better customer
experiences among an increasingly non-
linear customer journey and fragmented
technology stack?
14. @obanmol10 #RevOps Wingify
Understand what your true revenue focus is - This typically depends on the
sales model of an org
a. Highly transactional product = Start at Finance
b. Longer sales cycle and higher ACV = Start at Sales
c. Focused on customer retention = Start at Customer Success
Inevitably you'll be working with all of these parts of the organization, but you'll
want to focus your starting point within the group that has the highest focus on
revenue growth.
Pillar #1 - Management & Strategy
18. @obanmol10 #RevOps Wingify
Pillar #2 - Process Optimization – Case 1
CONTENT
CALENDAR
A. Monthly sync to
decide topics
B. List down topics
along with dates,
owner, approver
C. Sync to Google
Calendar
STEP 1
19. @obanmol10 #RevOps Wingify
Create weekly view
using simple formulas
to have visibility into
the year
CALENDAR
VIEW
STEP 2
Pillar #2 - Process Optimization – Case 1
20. @obanmol10 #RevOps Wingify
Calendar sends alerts
to start preparing
content story
GOOGLE
CALENDAR
STEP 3
Pillar #2 - Process Optimization – Case 1
22. @obanmol10 #RevOps Wingify
A. Create MTD to
track daily activity
B. Automate MTD to
mail
Pillar #2 - Process Optimization – Case 2
COMMUNITY
PLATFORM
STEP 2
29. @obanmol10 #RevOps Wingify
Pillar #4 - Measurement
Measure not only
number of MQL’s but
also LTV, CAC, CPL for
channels where you
spend
MEASUREMENT
30. @obanmol10 #RevOps Wingify
Pillar #4 - Measurement
Keep a track of no. of
MQL’s each day/week
for each rep
This becomes your am
MEASUREMENT
35. @obanmol10 #RevOps Wingify
Resources
A. Getfunnelcake.com/revenue-operations
B. Radius.com/2017/03/02/rise-revenue-ops/
C. Slideshare.net/MarTechConf
D. 5+Best+Saas+Marketing+Hakcs-Ryan-Bonnici-SaaStock2018.pdf
How many of you have heard of Wingify or Tracxn here?
I ask you this because basis the number of people who have heard about Wingify or Tracxn, I will put an effort to convince you to listen to me. So this is my small attempt at convincing you to hear me for the next 45 minutes - some numbers:
I joined Tracxn as their 20th employee and when I was on my way out the company had grown beyond 500 people with an annual recurring revenue of $5M with $14M in fundingWingify on the other hand is used by 5000+ brands in 90+ countries and is completely bootstrapped with $20M in revenue.
So before we get started, let’s do a quick fun exercise.
So all of you will need a pen and paper for this. Its pretty straightforward - all you need to do is find one person for each of the listed category in the room.
I am doing this, because I want everyone to know each other before leaving this session. Secretly the reason to do this is to ensure everyone goes out happy even if you don’t find my session useful :)
Go around, talk to each other.
Does your marketing, sales and customer success team look something like this? So whats the problem with the approach?
Marketer’s job is to educate and generate leads
Sales job is to sell and close
Customer success job is to have a lasting impact on the customer, reduce churn
Each of these teams are optimizing a customer’s journey in silos
Does your marketing, sales and customer success team look something like this? So whats the problem with the approach?
Marketer’s job is to educate and generate leads
Sales job is to sell and close
Customer success job is to have a lasting impact on the customer, reduce churn
Each of these teams are optimizing a customer’s journey in silos
Lets take a step back
Does your marketing, sales and customer success team look something like this? So whats the problem with the approach?
Marketer’s job is to educate and generate leads
Sales job is to sell and close
Customer success job is to have a lasting impact on the customer, reduce churn
Each of these teams are optimizing a customer’s journey in silos
Does your marketing, sales and customer success team look something like this? So whats the problem with the approach?
Marketer’s job is to educate and generate leads
Sales job is to sell and close
Customer success job is to have a lasting impact on the customer, reduce churn
Each of these teams are optimizing a customer’s journey in silos
Now this approach leads to a local maxima [because this is local optimization]
The new way is Goto Market operations or revenue operations which means optimization across:
SO now your marketers go after customers that customer success can really work well with a this leads to lower costs
This is what most innovative companies will adopt to first.
So how do we do this?
Lets take a step back
If you don’t have a CRO, RevOps can live under the Operations or Marketing umbrella. This decision comes down to the needs of your business and the skill-set of your leadership team.
CROs are new – according to LinkedIn job data, in the United States there are roughly:
4,100 CROs
24,400 CMOs
43,000 COOs
Almost half of CROs are in emerging tech companies, those with 50-200 employees. Most CROs have been in the role for less than 2 years.
If you don’t have a CRO, RevOps can live under the Operations or Marketing umbrella. This decision comes down to the needs of your business and the skill-set of your leadership team.
CROs are new – according to LinkedIn job data, in the United States there are roughly:
4,100 CROs
24,400 CMOs
43,000 COOs
Almost half of CROs are in emerging tech companies, those with 50-200 employees. Most CROs have been in the role for less than 2 years.