RevOps or Revenue Operations is a business strategy that aims to align the processes of marketing, sales, and services to optimize a company's revenue. This strategy focuses on optimizing both team workflows and the customer experience at every stage of the lifecycle, from initial attraction to contract renewal.

RevOps, as its name implies, entails a thorough analysis of all internal processes that can influence a company's profits and revenue.

RevOps management focuses on cross-functional collaboration between the sales, marketing, and customer service departments to generate revenue and improve customer satisfaction. Instead of operating independently, these departments work together in a unified strategy, enabling a more comprehensive view of the sales process and a better customer experience.

Revenue Operations with HubSpot: How can it improve your company?

HubSpot, serves as the single source of truth by seamlessly integrating Marketing, Sales, Post-Sales or Service, Operations, and Web processes, among others. This powerful CRM provides businesses with a unified view of their operations, enabling a comprehensive understanding of their impact. By consolidating customer information within this centralized platform, HubSpot empowers marketing, sales, and service teams to collaborate effectively, ensuring a consistent and exceptional customer experience.

The key to initiating and implementing RevOps in your company lies in process analysis for improved decision-making. That's why having data visibility in HubSpot plays a crucial role. Clear definition of the indicators to track (KPIs/OKRs) is essential for the optimization process. By gaining visibility into data and establishing well-defined metrics, companies can make informed decisions and drive continuous improvement in their RevOps strategy.

The focus of RevOps is to first understand the current state of a process, define the desired future state, and then determine the necessary steps to get there. Through this process, a realistic and clear action plan is developed. 

Only after thoroughly assessing the existing situation and envisioning the desired outcomes, companies can formulate a well-defined roadmap that guides their RevOps efforts, ensuring a practical and achievable path towards success.

Key Processes for Working with HubSpot

The objectives and processes to work on will depend on the needs of each company, both for improving internal processes and customer-oriented processes.

In this article, we want to share the processes we work on the most with our clients, which usually form the foundation for all companies starting to implement RevOps.

• Lead Generation with HubSpot

Lead generation is often the first challenge to address. Typically, we come across companies that carry out various marketing actions to generate leads but then struggle to attribute those efforts to generating new business for the company. The main mistake is to think of isolated actions to generate leads and overlook the complete buyer's journey, i.e., how we convert them into customers.

How can you leverage HubSpot? By creating campaigns correctly, using effective forms to capture required information, utilizing appropriate "Lifecycle Stage" and "Lead Status" tracking, having the right properties and sources of origin for leads, MQLs, and SQLs to work on attribution, segmentation and audiences, among other things. And, of course, having the appropriate reports.

• Sales Management with HubSpot

Sales management is another key component of a Revenue Operations strategy. The first step is to understand and map how Marketing informs Sales about a new opportunity and what information is shared in the handoff process.

How can you leverage HubSpot? HubSpot provides a range of tools and features that enable companies to efficiently manage their sales processes. These include contact and company management, building a comprehensive portfolio of leads and existing customers assigned to representatives, standardizing the sales process, utilizing sales documents, automating repetitive tasks, tracking emails, and scheduling appointments, among many other valuable tools.

By leveraging these capabilities, businesses can save time and enhance the efficiency of their sales team. Additionally, HubSpot's robust reporting dashboards provide valuable insights and analytics to monitor performance and make data-driven decisions.

• Customer Satisfaction or Post-Sales with HubSpot

Post-sales processes are another crucial aspect of a RevOps strategy. This is where the other famous "handoff" between teams takes place, and service level agreements (SLAs) come into play. Numerous examples fall under this category, such as customer satisfaction, upselling and cross-selling of products, project implementation, onboarding of new clients, and handling customer inquiries and complaints, among many others. These processes are vital for nurturing customer relationships, maximizing revenue opportunities, and ensuring a seamless customer experience throughout their journey.

To achieve success in post-sales, it is crucial to emphasize the importance of reviewing and optimizing processes. As you can see, process management forms the backbone of RevOps and it is a dynamic endeavor that evolves over time, adapting to the maturity of the business. Continuous evaluation and improvement of post-sales processes are key to enhancing customer satisfaction, increasing revenue, and fostering long-term relationships. By embracing this iterative approach, businesses can effectively align their operations with evolving market demands and drive sustainable growth.

How can you leverage HubSpot? One of HubSpot's most valuable tools for customer satisfaction is its customer service automation feature. This functionality enables businesses to automate responses to customer inquiries, enhancing the efficiency of the customer service process. Additionally, it enables companies to gather feedback and opinions from customers, gaining a better understanding of their needs and expectations through surveys and satisfaction measurements.

By leveraging these capabilities, businesses can proactively address customer concerns, improve service quality, and cultivate stronger relationships with their customer base.

Furthermore, HubSpot offers the ability to create educational content such as blogs, guides, and videos. These resources play a vital role in helping customers gain a deeper understanding of the products and services you offer, enabling them to self-manage their quest for answers. By providing valuable educational materials, you empower customers to make informed decisions and become more self-sufficient in resolving their queries. This not only enhances their overall experience but also positions your business as a trusted source of knowledge and expertise in your industry.

First conclusions on RevOps for your company

In summary, implementing a Revenue Operations strategy with HubSpot can help companies improve their revenue generation process and increase customer satisfaction. By aligning marketing, sales, and service teams in a unified strategy, a comprehensive view of the sales process is achieved, leading to an enhanced customer experience throughout the entire lifecycle.

If you're already using HubSpot, your first step towards implementation is to designate an internal champion who will take responsibility for driving your RevOps project and making key decisions. Additionally, you may seek assistance from a HubSpot expert partner like Andimol to help you analyze your processes, identify necessary improvements, and implement them within the platform.

If you're ready to take the next step towards optimizing your processes and making a significant impact, feel free to contact us. We're here to help you achieve success in your Revenue Operations strategy.