How RevOps science brings data-based success to sales enablement

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We are all familiar with Devops, the feature that bridges the silos of development and operations, so that software is built faster and more efficiently. The devops movement began to come together sometime between 2007 and 2008, when the software development and IT operations communities raised concerns about what they believed to be a fatal level of dysfunction in the industry. By making clear and strong connections between silos, DevOps has solved a lot of production problems since then.

Fast forward to 2022, when eCommerce, customer experience, and business intelligence applications rule the world. The new complexities that come with all this new cloud-based IT and fierce new competition in the market are being solved by a similar solution called revenue operations, or RevOps. RevOps brings science to sales and uses real-time buyer/seller engagement signals to take a data-driven approach to sales enablement and execution.

RevOps is the key to breaking down the silos in which sales, marketing, and customer success have been known to work; By removing these silos, these disparate teams can work more harmoniously. Successful RevOps does for sales/marketing what Devops did for software production and what digital transformation has done for modernized management systems.

Key data points about RevOps

  • A successful RevOps strategy brings sales and revenue together, but still requires coordination and communication between sales marketing and customer service teams.
  • The problems with orchestrating processes across multiple tools aren’t limited to lead management: If you work in RevOps, you’ve faced the challenge of trying to make multiple software tools in your go-to-market organization work well with each other.
  • RevOps tries to solve this by asking that sales and customer success be more intertwined. It’s about unifying three disparate departments through common expectations, data, and tools.

According to Gartner Research, the RevOps feature is catching on; The researcher predicts that by 2025, 75% of the fastest growing companies will be running a silo-breaking RevOps model.

“As baby boomers retire and millennials mature into key decision-making positions, a digital-first buying stance will become the norm,” Cristina Gomez, managing vice president of sales practice at Gartner, said in a statement. of press. “As customers increasingly learn and buy digitally, sales reps become just one of many possible sales channels. Because of this, sales organizations need to be able to sell to customers anywhere the customer expects to engage, interact, and transact with vendors.”

Gartner said that buyers typically spend only 17% of their time meeting with potential vendors when considering a purchase. With less face-to-face time with the customer, virtual selling through digital channels will predominate, Gómez said.

“Sales reps will need to embrace new tools and channels, as well as a new way to engage customers, matching their sales activity with their customers’ buying practices and information-gathering needs,” Gomez said.

One of the key principles of RevOps, the unification of those three disparate departments through connected technologies, has exposed a major myth that sales reps’ work should be done in a customer relationship management application. (CRM). This is because your business relies on data in a CRM, which promotes the idea that the work salespeople do should be done within the CRM itself.

This is the way sales have been done for years. Yet salespeople in 2022 actually do their jobs in a disparate set of applications, mostly disconnected from a CRM, leading to business issues with process compliance, data hygiene, and frustrated salespeople who they move between too many tools.

Why is this happening? Traditional CRM applications were never designed as a place for end users to actually get work done, and they haven’t modernized quickly enough to accommodate today’s new sales workflows. The downstream effect on the business is that data hygiene suffers, process adherence is a pipe dream, and vendors are frustrated, disgruntled, and in and out. Too many workarounds and shortcuts are being used.

To change this, RevOps teams create Slack workflows or emails to remind sales reps, encouraging them to complete a task or take an action in CRM. This is one of the main reasons why RevOps is now catching on in many sales teams.

According to market analyst, the top 10 revenue operations and intelligence (RO&I) software vendors are:

  • Gong
  • clari
  • Groove
  • InsightSquared
  • Beat
  • Warning
  • Mediafly

Early RevOps Leaders

Clari quoted by Forrester Research

based in Sunnyvale, Calif. clari revealed on March 28 that Forrest Research named him leader in the first Forrester Wave Report for Revenue Operations and Intelligence (RO&I), receive the highest score in the current offering category among the 14 providers evaluated.

According to Forrester’s assessment, “enterprise sales leaders across all verticals seeking accountability, transparency, and predictability in revenue management should consider Clari.”

Clari also received the highest possible score (5/5) on 14 criteria capabilities measured in the report, including business/opportunity information, project management, and forecast information.

To download a copy of the Forrester Wave for Revenue Operations and Intelligence (RO&I) report, go here.

AI-powered solution from

Founded in 2018, BoostUp’s SaaS platform claims to solve the RevOps challenge by serving as the only source of real revenue. It offers smart forecast submissions and a review, audit and summary management workflow that keeps all team members on the same page at all times.

The platform ingests unstructured data from sources like emails and messaging apps, and then matches it against accounts and opportunities found in CRM apps. Natural language analysis, sentiment analysis, and proprietary indexing of spoken and written keywords are applied to better understand sales trends and more accurately forecast whether deals will close.

In this space, features a flexible architecture built for custom objects and complex business data models, unstructured communication data intelligence and NLP, and shopper sentiment analysis from emails, call transcripts, and recordings. It also has an intuitive interface that line-of-business employees can use.

Mediafly launches a command center app

Mediafly’s revenue enablement and revenue intelligence application, called the Revenue360 suite, comprises four comprehensive solutions that connect sales enablement, revenue intelligence, value selling and shopper engagement. This new suite serves as a command center for revenue teams to train, assess, predict and engage with audiences more effectively at every stage of the buyer’s journey. With Revenue360, Mediafly brings science to sales, using real-time buyer and seller engagement signals to take a prescriptive, data-driven approach to sales enablement and execution.

“Digital selling is here to stay, giving the buyer a great deal of control and putting the seller in reactive mode. B2B revenue leaders around the world are watching this change unfold and are faced with two choices: proactively embrace it and take advantage of related signals, or sit back in wait-and-see mode,” said Carson Conant, CEO and co-founder of Mediafly, in a press release. . “With contextual insights into how buyers interact at every step, dynamic coaching and coaching, and interactive experiences that capture and hold buyers’ attention, Revenue360 puts sellers back in the driver’s seat so they can meet and exceed targets. ”.

As companies increasingly shift to a RevOps model, technology stack consolidation is inevitable, Conant said. Revenue360 features a robust information engine, enterprise-grade security, and a scalable data lake architecture that supports seamless integrations. The suite can be implemented together or as individual solutions, Conant said.

Challenger using AI for sales training

Challenger, a startup based in Arlington, Virginia, is using AI in its SaaS-based application to provide training, technology, and consulting to sales professionals.

On April 1, it launched Challenger Loop, a first-of-its-kind SaaS application that uses artificial intelligence (AI) and natural language processing (NLP) to display customer feedback in real time and close more deals. This brings transparency and clarity to the sales process by adding the customer’s perspective to sales performance. The software collects win/loss data and customer feedback, providing a holistic perspective on the quality of the shopping experience.

Challenger’s research shows that the actual shopping experience is often the determining factor in whether or not to close a sale. Marketers have been trying to do these P&L analyzes for decades, but they struggle to get accurate measurements. That’s because the information they enter into CRM systems is often skewed, lacks context, or comes too late in the sale, leading to avoidable loss, the company said.

In summary

According to Gartner’s Future of Sales Research, 80% of B2B sales interactions between suppliers and buyers will occur on digital channels by 2025. Whether a buyer shows interest on a website, views or shares content, names competitors on conversations, introduce new stakeholders or cancel meetings, revenue teams are under increased pressure to capture data and leverage insights to adapt their sales process in real time.

Activity-level data gives sellers the insight into when, where, and how to create value-based personalized experiences that accelerate the velocity of the pipeline, change the deal trajectory, and guide modern shoppers toward confident purchasing decisions.

It’s up to e-commerce businesses to realize this sea change in shopping and make sure they’re prepared to compete in the new sales battlefields of this decade.

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