Empower your operations with airSlate SignNow's Solution for sales growth revenue for Operations

How to create outlook signature

what up everybody welcome to the rev up summer school with hub spot and rep partners i am pumped to be here let us continue to get started we got lots of learning to do so this is a three-day uh industry event three-day event we will be covering a lot we're gonna stop soon we're gonna start super theoretical it's so important that we actually do this theoretical portion because it gives us the framework where we can start talking a common language and being able to build uh into our crm instance in this case hubspot from the top to the bottom today's class and day one is about revops which is the science of revenue growth and also we'll be talking about the business model at the end we'll have exercise one that will turn in and go into day two uh through these courses you'll see that there is a there is the business model going to market model data model growth model math model tool stack robots pyramid plus the fundamentals like a lot of this is built upon a specific framework with the intent of making it repeatable for b2b for any b2b company where you can start executing revenue operations and credit revenue great for you so you see it we're in day one let us get started class one which is what we're on today we're gonna class two so class one basics we're doing what is the definition actually of revenue operations what's the reason for the rise and what are some common revenue robots methodologies and perhaps a framework from which we can execute all things just a tad bit better for class two we'll be starting along in that framework where we'll do the b2b business model which is the first portion and then going over the effects the business model on rev ops variables and how uh things we need to consider as we start to build out our think about what revenue operations is not ability so let us go number one i love teaching and talking and dreaming about revenue operations it is my favorite subject in the world to talk about except my wife and my uh my little boy right now besides that like this is a favorite topic i think about uh why are starting this we did a full series called becoming the hubspot rev-ops professional that talks about how do i become a revenue operations professional that specializes in hubspot so we have done those three-part episode uh where we create a methodology for five steps to go over i highly recommend if you're like hey how do i become a hot spot stop now go to that go to that session those sessions are amazing start with number one and you can go all the way through we talk to a recruiter and then we talk to an actual um robots practitioner that talk about the lessons learned then we talk about um hiring and implementing revenue operations so we have the growth-driven design how to implement and not have uh prevent your crm implementation from failing how to actually implement how to hire option jedi like our process internal to web partners to go through it our inbound talk about the moneyball and that which is a common analogy for rob so that's useful we'll talk about a little bit more today and robots manifesto so what are some tip what are 10 top tips when you're thinking about revenue operations and how to execute um there will be more uh so this is the start of the robot summer school three-day courses we talked about and i'm super excited but it becomes why the heck are we here today uh we have all these other ones how where does this fit within it and this fits within my goal is and my mission the mission of red partners is to democratize revenue operations and that goes with teaching that goes with developing services it goes to creating products but it's about having more people understand what the heck revenue operations is and be able to execute it more tenaciously and more ferociously inside the revenue stack that's why i'm here that's why i will continue to be here uh to the best of my ability why this course we're missing frameworks uh i i believe very strongly we do not have a common framework that rev ops professionals can work from we don't have a common language we don't have a common framework and we don't have a way that it's repeatable from stack stack and what is out there as we go it's too heavy and too theoretical we're gonna get really theoretical uh in this course but it all has a specific purpose that fits within a framework that allows us to execute it's not just theories for theory uh we don't have a way in our current what the guys that exist a way to make decisions um there's not a way connects at strategy like what's your business model go to market strategy uh data model and then math model and then connect it with tactics that ex specifically in a crm that tells you how to do better so like how do you do which is your parent child relationships and when is that important what go to market strategies to align with another way to prioritize what's important what's not important we don't have a common language to communicate value so it's like when someone asks us what is revenue operations or say you are a revenue operations professional and your wife or someone you like one of your loved ones says what do you do for a living you probably look at them with a blank face because they can't communicate it we don't have a common language to communicate value um and that means we don't have a way to upskills rev uh operations pros i get asked almost daily uh in linkedin says matt i want to become a robot pro how do i do it and then take this one step farther is you take this framework and there's not it's not any of the frameworks that exist are not tailored to a specific crm and the fact is the crm you use has specific intricate intricacies and they exist in the ecosystem and they're all different and you need to know there's one there should be a different way to apply these strategies to salesforce a different one why hubspot so that's what we're going to cover today in this course we're going to start getting a framework for us to all use together and also begin applying that hub spot on day three so this is the agenda for today really simple questions we're asking uh at the end uh i think we have some clarity around what the heck revenue operations really is why were you saying the word why are we saying the word all the time and then another rev-ops framework let's start talking about why i'm saying it that way and making fun of it so number one what is rev-ops man uh if you're like me um so before you i just wanna say this is to make this relative uh i think it's important that and that we say is just answer this question and truthfully answer this question what were businesses doing before revenue operations and i mean what we're businesses doing is we have not been talking about revenue operations until the last you know three to four years so what were companies doing prior they were siloed they didn't have alignments and teams kpis were wrong how are they like when i'm making fun of this for a second but what did coca-cola do what did delta airlines or any of the airlines do what did ups or fedex do what did lowe's or home depot or cox enterprises or johnson johnson or any of these other large multi-billion multinational uh companies what were they doing before revenue operations you know what they were doing they were running profitable billion dollar companies that's what they were doing they were do so we talked about what is rev ops is guys in gals people been doing robots for a long time decades centuries either sometimes some of these companies are 100 years old so as we talk about renewable operations i think it's important to know this is not something that's new we just have a new vernacular to express it uh and there's we'll talk about here in a bit why there's the rise and why it's now top of mind and uh changing and who's starting to um influence the decisions and how it's being how this is should be influenced sir if you're if you're like me anytime anybody asks me anything they don't know about uh i don't call a friend well you could say i call friend i call my bff mr google and i send uh what is revops and you'll get something like this first number one i want you to notice is that uh there are people paying lots of money to rank number one to come up when you do keyword terms so they have a keyword term um or long tail questions about what is rev ups and they're trying to rank number one once you notice a lot of them are all sas companies and if you look at the people who are ranking number one they're they're sas companies or companies that promote sas companies rating wise uh you have clary in the sales force and cognism and uh i just want to be is if you click these you're not you're going to get some you're some definitions uh and that is all people trying to either be number one or ranking and i just want to let you to see this um as we go through because these are probably definitions that we align with right they're going to use words like alignment about not being siloed about being on the same page so let's look at them rev ups aligns marketing sales and customer service the customer life cycle to drive revenue yeah i'll rather this is a mindset it's a practice and a manifest it's a manifestation of unifying your internal operations okay it aligns marketing sales operations it's a business function that uses automation to help businesses make decisions it's a business function it aims to maximize organizations revenue potential it's an approach designed to integrate departments it's about breaking down silos between these different departments and identifying the most vital strategies it's alignment of sales and market it's a strategic alignment it's enabling organizations to break down silence calm come on like why you may hear these they may resonate with you because some of these they're talking about our pain points but and i don't like to use but often right but should be always reserved in private not for public places or in presentations but revenue operations or any word should not be defined by its in-state uh what this is defining is when revenue operations is done well that is not the definition of the word think about it do we define football by hey hey an american football is the definition of football is when someone scores a touchdown no i don't define uh soccer by the definition of soccer is when someone hits a when someone scores a goal we need to find baseball by when somebody scores a run no they're so much more complicated than that this just want to be very frank is these are what happens when seo uh and some people say marketing ruins ruins everything uh this is when when seo uh becomes king and the word revlops becomes very important is we get searches in google which is where we all go or at least i go and you get regurgitated gobbledygook it's it's really hard to find good to find a good guide or um a useful guy that's gonna let you implement and teach you how to implement revenue operations on the internet that's ranked in the top four or five pages it just is because everybody's vying for it and uh i just make this point like this is hard so where do you go how do you learn revenue operations how do you define it what is revenue operations let's start with some stuff and we've been we've been some of these points have been making it's number one revenue operations ain't is not new it's not new it's not alignment no revenue operations is not alignment it's not a methodology it's not a methodology it's not a mindset or way of thinking and it's not something a company or person can start or stop you can't start stop you are doing revenue operations but they exist by just having a company that's attempting to create revenue so let's re this this is the definition is extremely important because it defines how we think about how we train how we iterate how we build frameworks around it so let's go into before we get into it i just want to do an example and i talked about moneyball earlier let's bring this home so moneyball the idea is using sabermetrics or using the study of the analytics of baseball to be specific and it's the empirical analysis of baseball at the team individual level and sabranomics is the study of baseball and it allows people to replicate and repeat uh winning seasons and so the the hypothesis is if we do if we study and we apply statistical analysis and data analysis we collect we synthesize and we disseminate we can replicate and repeat winning seasons that we can apply a process where we can teach measure repeat improve explain and apply growth strategies to win more baseball games and last is that we can collect synthesize and disseminate baseball data through tools and behaviors saber net sabermetrics was created uh and it's very famous for the oakland ace where they had a data analyst that came and they use data to make a hodge podge obtained of teammates based on based on stats and they outperformed uh they wildly outperformed based on the amount of money they spend uh this is the best analogy for what revenue operations is it is applying money ball to revenue so as you think about this is what is rev ops then revops is you could say the empirical analysis but it's a signal it's a science it's a study of it's of sustainable revenue growth how do i replicate and repeat revenue growth how can i repeat it no matter what b2b company i'm at what's the process where i can teach revenue teams measure repeat improve and explain and apply gross strategies to the full revenue cycle regardless of where i'm at and what are the tools and behaviors how am i collecting synthesize and disseminate revenue data in a way that allows me to win more games or what more revenue this is revenue operations it has very little to do with alignment except that it creates alignment because you're studying it and there are going to be best practices not just best practices their frameworks which you live in that will as a result of doing it well or create alignment but this is the definition and this is so powerful so like so we said we have moved from goblin group to a specific way that can allow us to start thinking about frameworks and it has the hypothesis and the study of robots is submitted in this key hypothesis that we can create a framework where we can replicate and repeat we can create a process we have tools and behaviors that's the definition and that's what we're like we can communicate that so when somebody says hey you you do revenue operations for a living what does that even mean you say hey i uh i'm a student of revenue data and i help companies uh uh win more revenue through studying uh sort of applying statistical analysis where i can help them replicate and repeat revenue growth that's what revenue operations is it's a fundamental level so let's talk about how how it came to be so first off there's a promise ribbon you can't see it top bottom left and there's a myriad of these studies that come out that say revenue operations makes you more awesome than they say with stats and we throw these around i mean serious decisions has says enforcer has them gartner has them the lane data has them they all have them it increases profitability by 15 it increases speed of growth by 19 it is 15 in sales productivity is 71 increase in stock performance and 100 increase to a 200 increase in digital marketing roi rev-ops is so awesome that's a big promise these are big promises but as you mentioned is we don't have a clear definition in the marketplace today and there's no framework in which to talk about these so um we have this big promise and now this is the point and we know we know we need this thing uh we don't really know how to do it but let's talk about this big promise and these big numbers have made it more more popular and this big promise um has has been caused by myriad lots of factors that we're going to investigate more so a better understanding so before we get into it let's just further validate that this is actually a word that has risen in popularity and has not always been let's look at our website this is me going on the internet going to google search trends looking up robots and you look from 2004 which as early as you can go to present is ain't nobody talking about revenue operations 2004. uh i don't know what happened in 2011 where people were talking about revenue operations maybe a recession because what revenue operations is a really good way to get through recessions and because you're talking about efficiency that makes a lot of sense tonight and then um but as we go to when we go to 2020 and 20 2020 and 2022 there's just been this catch fire like where revenue operations is top of mind it is in the it is the board rooms of every pe vc and portfolio company it is it is everywhere and as and that it's starting to reflect you'll see the time period but they're starting to reflect and the jet like what people want to be called and it is a recognition that there is a uh there needs to be a focus more than just on the left side of the bow tie funnel which we'll get into in class two later today but it's all and it's both in like profitability especially with subscription models which is where we're going as a society subscription-based models for most for most businesses requires a look at not just the selling motion of close one contracts but also the revenue that happens post customer because that is where profitability occurs and renewals cross sales and upsells so you'll see vp like vps sales obviously not vp of revenue operations and not chief sales officers chief revenue officer because they have more to think about so what's the cause of all this well let's let's let's put it all together number one we don't talk about this often but it's the internet right there is more broadband access and that broadband access has allowed different subscript has allowed different uh technologies and consumption patterns that have affected how consumers are digesting information gathering information and where they're going watering hole get to go to get to to learn it's why we're able to remote work why we even have the possibility while coping may have been a catalyst for more remote work it was only because we have the infrastructure supported and that has changed buying patterns completely which leads us to we have lost control of the buyer journey as companies is we can't and it's almost impossible to uh to understand where the buyer is in their journey uh and uh and we can't it's not as easy as you know download uh download ebook they're an mql now i mean there's some we made like there's dark funnels there is non-attributable marketing activity where people are listening to a podcast for two years before they reach out to you to come work uh and they have self-educated themselves i think it's about 71 uh of the buyer journey is done uh without anybody reaching out to an individual so we're self-educating ourselves prior to going out and buying something or we're going to a community a small community exclusive community where we can't do attribution so it's just a different world that we live in and it has calls in a different world and as we think about we become more digital there's also this this two prompt is we have democratized data and there is just way more of it every email that we do is a data point every phone call that we make is a data point and now there are thou tens of 20 of thousands of applications this is uh 22 mark i i can't see the dots guys girls there's too many dots like there is a just a profound proliferation arms race if you would of how many marketing this is marketing but sales marketing cs data ops tools finance fin ops now that tools that are out in the marketplace they're capturing people's data creating just a massive amount of data and it almost needed literacy to put that data together and be able to understand what that's happening not to mention is uh this this change is business is becoming more complicated we're moving um we're moving from a uh you know this this perpetual ownership type make big purchase key to a i will have a subscription-based model even to a consumption base where we have to understand intricately uh the the full the full funnel in a more in a different way and it's just business is more difficult to do there is more data and we don't know how to understand it synthesize it or see it and that is one of the promises robots now here's uh here's a a cause that we don't often talk about and that is this guys so we talked about internet has transformed how we do there's more data there's this promise of becoming more efficient business more complicated and then sas companies are coming in saying hey we'll help you solve this complication and be able to deliver and execute on revenue operations for you and sas needs people sell to they need people to own the revenue stack they need people to own and have budget for buying their product i think this is funny i think it's a great illustration if you type in rev-ops structure inside of google you'll find every single one of these every single one of these charts is done by whom a sas company why is because they need you to create a web ops department so they can sell into it so that they have someone to sell and have budget for and so part of the uh this term rising popularity is it is true it is needed more this discipline and study of having scientists that understand the revenue journey is more more needed than ever but also sas companies need them more than ever because they are selling tools into them so they're writing guides and they're owning seo and they're telling you you need to become revenue operations and you need to structure your teams in a very specific way look structuring your team is only five percent of the journey uh what what matters a whole lot more is how you actually have a framework which you don't really have today about implementing and we spend all our time talking about structure because sas companies are telling us it's telling us to anyway just a point as we go on that so what's the framework what are we talking about here give me a path how do i actually do revenue operations we talk about what it is talk about why it's here but how do you do it i want to make a point uh in earlier in 2022 with hubspot we came up with a five stages of a hubspot super admin and they're saying it's a combination of both robots professional and a hubspot power user you'll see in the robots professional is one of a couple of these things are called build go to market build go to market forecast model it's just if you want to run revenue operations and have an impact and have control over that formula and like influence decisions and budgets is it requires it requires it mandates that you as a professional can get and forecast and like how to build out a good market and that means uh that means creating the tam that means creating the personas that means creating the messaging that means getting on excel document and being able to say one of my higher sales what am i hiring marketing how much budget do i need the whole nine yards and so a little bit what we're talking about today is we're giving a framework for revenue operations a crash course on how to take strategic talking to executives and be able to translate that into tactical portions of the crm so we can answer more questions and thus be able to affect the success or failure of companies in a more repeatable fashion uh i said this is holistic and just to the point like this is much needed along with like reading a p l you need to know what account receivables are you know what account payables are you know what bookings and billings and revenue and you need to have that this these these metrics understand understand them account receivables account um ar account payables ap uh just the points okay so moving past here just know there's a full session on how to get better at this and how to think through it i recommend you watch it so how do i apply well and i i think this is funny so i've read 40 honestly more than 40 rev-ops guides in preparation for creating this class and i found several different methodologies and i call i don't know if it's the pillar problem of rub ops let me let me show you so we have the three pillar colors of wrap ups people platform and process we have the four pillars which we've added insight to this really uh we have the five pill we have the five areas instead of pillars using another word uh of revenue operations we have the six pillars goodness gracious um my my point with all this is these pillars methodologies are really useful for us to think about revenue operations and be able to define it theoretically but they're not very good about making it tactical about exactly in the order you need to do to actually create revenue operations so today i'm going to submit a new framework one that is highly influenced and if you haven't watched this by winning by design jocko is the godfather of revenue operations on my mind he doesn't even know it he is brilliant um and has uh fought and in many ways we stand on we stand on the shoulders of giants as we go through these as we go through a framework so we go through a framework that allows us to systematically begin to create a repeatable process uh for robots so let's let's talk about that more before we go to that i think it's important to note because you see these a lot of places and these guys these pillars they'll give best practices and rules of thumb and without understanding the go to market motion or the business model or the data model that you're working in these best practices are destructive they can destroy your crm i have been a culprit of making these recommendations let me give you an example auto create renewal deals it's not inherently bad but do you like when do you create it what is what does renewal deals mean what are you capturing how what's triggering this is it affecting a life cycle of a post customer depending on your go to market your sales like do you need renewals or upsells who owns those who are you assigning them to the best practice itself is not bad it's it however applying it to your specific instance and having a uh having a way to eat that and put it into a specific practical guidance it's difficult so the best practice is not good let's take another one 3x pipeline coverage this comes from perpetual ownership meaning i need a 3x because i have a 1 to 3 rate win ratio or 33 so i need a pipeline coverage of 3x but what does that really mean and is that true do i really need that if i have a cell cycle of 14 days so do i need a pipeline that's 3x for every 14 days of my there's just the point being is these best practices like who aren't always true you need to understand your business model your go to market strategy for sales marketing um your your sales marketing and cs uh your um your data model your math model and your growth model and they have to all fit together to make you execute tenaciously so i'm gonna get past this you see it just be careful okay so if revops is the science of sustainable revenue growth that enables us to measure repeat improve explain apply how do i do it let's start here let's uh if the framework means there's ingredients meaning there's specific ingredients that are there every single time and it tastes bad if you don't have them it means there's a specific order that if you don't cook it in the same way you're going to get something you're going to get a result you don't like it's repeatable meaning there you can have a recipe and it's a common language so we can all talk the same way from one revenue operations together we have that here are the ingredients we'll be going over this i'm moving my face for a second so that is we're gonna during this class we're over all these what is your business model what is your go to market model which there's a different one for sales marketing and cs based on your business model what is the data model which should reflect your go to market what's the math model so you understand your where you're having exponential and compound impact thus you know to prioritize where are you at within your growth model product market fit or go to market fit and where does revenue operations really kick in from 1 million aar 10 million ar and when you scale and when you get your series b et cetera tech stack what what technology do you need uh and what order do you get them in and then how are you thinking through that and then even starting going specific into your uh your instance it's like how are you doing sales processes and customer life cycles which is probably the beginning the most important so we think about that let's go through the order so order number one going to id the business model that is class two right after this we're gonna talk about the business model number three id your go to market based on your business model i talk about that and day two that's class three id the data model then we're gonna select the tool stack configure the crm and map based on what you need to collect since size this size id your exponential and compound levers then prioritize and iterate and start to affect marginal change inside your uh inside the the rev ops data model which will have outsized and packed or rib ops lift okay final thing i want to leave is this who owns wrap-ups who does that robots the owner of revenue operations is the owner of the forecasting model meaning whoever's doing whoever's saying here's what revenue we're hitting and based on this revenue here's who we're hiring here's when we're hiring them uh and here's how we're going to hit it here's the money we're spending that is the person doing revenue operations and so a revenue operations role in and of itself is supportive where we help influence those decisions so let's take baseball for example the director of analytics or sabermetrics it's not the gm of the business however their role is to help that gm make informed decisions about who they're going to put on the team and who is going uh who they're going to buy what what type of uh what type of training they need to do they are helping them inform those decisions so there's a point it's title independent there may be like you don't have to have revenue operations in your name to be doing revenue operations it very well may be the cfo the founder the ceo the the vp of sales the important thing is they know the models or at least they have it's in here they might have it in their head but they know the models they know they go to market motions they know the data model in which it needs to be and usually they're the person asking the question based on whatever model they're using and they are helping prioritize initiatives so our role as rev-ops is we want to know this so well we can communicate what where we want to go and we can start start influencing the prioritization of initiatives and spend that is revenue operations and source influence that's the end of this session i'll look for we'll have questions and breaks stay awesome and adios