As a leader, what are ways to maintain momentum and energy within the organization during a strategic shift towards RevOps?
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In my experience, I've observed both the successful implementation and the disintegration of RevOps in large companies. It is crucial to be very deliberate in defining what RevOps means and ensuring everyone understands what it encompasses. This involves aligning people, processes, systems, and technology. Clear roles and responsibilities are essential, as is establishing an Executive Council that brings together traditionally siloed teams to align on the new direction.
Effective leadership in this context involves creating a roadmap that identifies the biggest gaps in the customer journey and prioritizing areas where RevOps can make a significant impact. For example, integrating customer feedback with the purchase cycle can reduce churn, improve cross-sell and upsell opportunities, and increase market share. Prioritizing these "big rocks" and assigning strong leaders to drive these projects is essential. Tracking progress from the current state to the desired outcome and demonstrating clear ROI is vital for maintaining momentum.
I've seen initiatives fail when there is no clear understanding of the benefits of bringing teams together or when progress is not tracked and communicated effectively. For instance, at PayPal, despite initial enthusiasm for RevOps, the initiative eventually fell apart due to a lack of sustained leadership and communication. Therefore, having a strong leader, a clear strategy, and constant communication about the progress and benefits of RevOps is crucial to avoid fragmentation and loss of momentum.
I agree with Tyler and would add that change management is inherently challenging. Many people are resistant to change, clinging to old habits, processes, and tools. The shift to RevOps can be perceived as a power grab, especially when it involves consolidating resources like marketing ops, sales ops, and customer success ops under a new RevOps leader. It is essential to have the support of the executive leadership team (ELT) and to communicate the vision and benefits of RevOps clearly.<br><br>One effective strategy is to celebrate quick wins, even if they result from small efforts. Highlighting and magnifying these successes can help gain buy-in from cross-functional teams. For example, if there is a positive trend in key metrics, it is important to showcase these successes and attribute them to the collaborative efforts of the teams involved. This recognition can motivate teams to continue working towards the overarching goals.<br>Regular communication and meetings to discuss milestones, achievements, and future goals are also crucial. This ongoing dialogue helps keep everyone aligned and focused on the same objectives, fostering a collaborative environment that supports the strategic shift towards RevOps.<br>
Communication, aligning across the go-to-customer & field teams, continuous improvement and adjustments as the shift happens.