RevOps

What's in the pipe, exactly?

Sales, Marketing, and Service operations commonly get siloed. If that's happening at your org, there's a good chance you're leaving money on the table.
Improve RevOps

Improve collaboration

Refine processes

Report accurately

RevOps is the new Process Improvement, with a focus on Customer Success.

Your business is growing. Your marketing, sales, and service teams need to grow with it...without burning out or adding a lot of expensive team members.

We begin with a review of the full customer journey from first touch, through sales, to customer, to repeat customer. We also review the reasons why customers churn or deals are lost. With this kind of intel in hand, you are better informed to refine processes that result in more desirable outcomes, reduce friction across the organization, and allow better reporting on the things that matter.

drop-zone-icon-define-success

Define it, clearly:
Determine what customer success looks like.

drop-zone-icon-documentation

Document it, in detail:
Update policies & procedures.

drop-zone-icon-map-journey

Map it out, step-by-step:
Identify the full customer journey.

drop-zone-icon-reporting

Report on it, concisely:
Measure the result of those improvements.

The team went over and above to ensure that we were set up for long term success. Kayak is now a trusted partner that I would highly and heartily recommend.

- Lori Dundass, Associate Director, Business Marketing, ATB Capital Markets

lori-dundas

Invaluable help maximizing our HubSpot tools and strengthening our content strategies. Kayak's team has class-leading capabilities.

Kayak's approach involved a lot of hands-on learning and knowledge transfer, which we really liked. And, that was the actual reason we selected Kayak.

We have worked with Kayak for a number of years including on a recent website redesign and they have always delivered top notch service, professionalism, and expertise.

- Joel Richards, Richards Mortgage Group

joel

The longevity of our partnership speaks volumes. After 14 years, I'm as enthusiastic about working with Kayak as ever, and look forward to continuing our collaboration.

- Kev Burns, Kev Burns Learning

kev-burns

What's involved in a RevOps engagement?

An engagement with Kayak involves facilitated conversations and exercises with team members from Sales, Marketing, and Service areas. Collaboration and dialogue between teams and team members is standard. Zoom meetings typically.

 

Why work with Kayak?

Having worked with more than 700 organizations both large and small since 1999, we bring substantial experience to the table. We know when something is right or not. And of course, a big reason you’d conduct RevOps with an external partner is to avoid the inherent bias that lives within all organizations. Even if you have much of this work completed already, it is wise to review/confirm it.

Kayak Marketing was founded in 2011 on the premise that we can both accomplish a lot more when we're doing it with you, than we ever could doing it for you. Our core mission is to empower you to be more successful, with or without us.

 

Refine your operations. Grow your revenue.

1

Align Sales & Marketing

–

When sales and marketing share goals and collaborate towards outcomes, growth happens.

2

Handoff to Service

–

Service team members deliver, not just after the initial sale, but in prep the next one as well.

3

Measure & Improve

–

Reporting on your progress is key to growing your organization and improving it along the way.

We empower you with effective strategies, advanced tools, and expert guidance. We're an award-winning Calgary-based digital agency solving for you, the client, always.

Let's start improving your RevOps.

Frequently Asked Questions About RevOps

Why engage in a RevOps? Revenue operations is the new process improvement (with a focus on customer success). By aligning your Sales, Marketing, and Service departments, you stand to gain efficiencies separate teams can't. Inefficiencies are often experienced in communications, collaborations, and handoffs between departments.

Why engage an external consultant? Despite having the best intentions, internal bias exists. An external consultant is often unbiased, and therefore more able to guide participants through change management, learning new concepts, and building new habits - the good kind of habits of course.

Is RevOps different than the Flywheel? The flywheel follows the customer journey through Attract/Engage/Delight stages, cycling through the stages again and again as long as they are happy. RevOps impacts all stages with emphasis on Delight within Sales, Marketing, and Service interactions. For quick reference, the flywheel encompasses:

  1. Attract: when people are drawn to your digital & physical presentations like websites, ads, and signage
  2. Engage: when people are considering engaging you, want to talk about your products & services in detail
  3. Delight: when a customer has purchased your products and services, and they wish to purchase again or refer others

Is content creation part of a RevOps deliverable? It can be. It depends on your unique situation, your team's capabilities, and if content is identified as a weakness in your revenue operations efforts. Typically a content project would be separate as RevOps is consulting.

Where do we start? Measurement begins with understanding our customers' likelihood to repeat their purchases or refer their friends. NPS surveys are good for that, as are simple questionnaires. Internal team members hold great information too. If in doubt, make best guesses to start.

What does Kayak's RevOps program outline look like?

  1. Map out the flywheel to identify force (mostly good) and friction (mostly bad) factors impacting customer success
    • Identify customer priority issues and begin addressing them right away (I.e. long wait times, delivery delays, surprise fees...)
    • Identify internal priority issues and begin addressing them right away (such as data duplication, difficulty getting customer info, switching between different systems, lack of consistency in processes between teams...)
    • Identify negative vs positive factors impacting force and friction.
  2. Execute an SLA (service level agreement) to develop accountability for all team members. You'll identify how Marketing impacts Sales, how many deals Sales needs to close in order to meet your revenue goals, and how each impacts the other.
    • SLAs can be concise (and read much like a smart goal). Understanding and calculating lead value is covered. Note that the following are very general examples, but still good starting points towards selling higher value deals at greater velocity. Iterate as you learn more.
      • Sales-heavy accountability, "Marketing agrees to send 100 leads to Sales per month, and Sales agrees to follow up with the leads within x hours." Keep in mind that lead quality varies, and quantity is not always a good substitute for lead quality.
      • Marketing-Sales joint accountability, "Marketing agrees to send 100 leads of $x in lead value each to Sales per month, and Sales agrees to follow up with every lead within x hours." This allows the attribution of lead value to be spread between sales and marketing.
    • Dealing with SLA issues. Disparate volumes, sequences, expectations, value for effort...
    • Pipeline(s) creation based on the flywheel and SLA. Match to verticals and/or values.
    • Calculate sales velocity: SV=number of opportunities * win ratio * average deal value/sales cycle length to set proper values in the SLA.
    • Dropping leads is not an answer. Qualification is. Review dropped/rejected leads to determine if/why the are not ready. This allows you to refine the qualification process and improve lead conversion.
  3. Messaging's role in led qualification.
  4. Map the sales process and define it within the buyer's journey. Documenting the sales process. Creating a playbook. And more.
  5. Systems management: data collection, management, and extraction within the tech stack.
  6. Conveying value to leadership. Cost of poor quality data. Business cases. Persuasion.

Does Kayak train or coach clients to do RevOps? Yes. Knowledge transfer and empowerment is our goal at all times.