RevOps is about the journey, not the destination
Revenue Operations, when done right, is more than just reskinning Sales Ops or cramming disparate ops teams together. It’s about creating a holistic team aligned around a seamless customer journey. The goal is simple: remove as much friction as possible along the path from Awareness to Sale to Customer Success and growth.
Fundamentally this change in structure has to be supported by a change in mindset.
As RevOps analysts, we can’t be solely focused on measuring results with static reports and KPIs, we have to be obsessed with dissecting processes and eliminating inefficiencies. This mindset shift requires three big steps: ruthlessly audit your process debt; build an iterative change management muscle; change the way you look at your Salesforce data.
Clean up your process debt
When you think of tech debt, you probably think of outdated code that slows down your sales stack. But it’s also the outdated processes that have been revisited since their implementation, slowly growing stale and slowing down your GTM teams. Maybe you’ve created new, custom processes since starting your job. More likely, you’ve inherited processes that were created long before you arrived and no longer reflect the optimal path, if they ever did in the first place.
These process issues manifest themselves in your KPIs all the time. Perhaps your sales leader wants to know why her team’s time-to-close jumped by 20% this quarter, or your CRO is concerned about downward-trending win rates. These trends are easy for anyone to spot in the data, but unfortunately, it is up to you to spend days or weeks analyzing data, running reports, and interviewing stakeholders to understand the “why”. Even after all of this, you still have no idea if you’ve identified a root cause or just a symptom of a bigger systemic problem.
Understandably, you’re laser-focused on analyzing changes to KPIs— those are the numbers your stakeholders and leadership are getting paid on—but as an analyst, you have to get proactive and think about the system rather than just the output. Talk through each stage of the process with your top performers to test whether the process built in Salesforce accurately reflects reality. Look at the conversion rates and timing at each stage to ensure that they are distinct, predictive, and linear. Begin to monitor the movement of records from stage to stage to identify leakage and how customers are progressing, regressing, and falling out of the process.
Build change management into every touchpoint
If changing processes is hard, getting people to change with them is downright Sisyphean.
Once you figure out where your process debt is, you need to convince your teams to adopt new behaviors. Sales reps are busy making quota and do not generally give a lot of mindspace to operational enablement. This is unfortunate because systems and processes change over time and improvement is iterative so change will be gradual but constant. To engage with your internal customers you have to do two things:
- Sell them on the value of the change. Not only must it directly link to their improved success, but there must be a clear and concise reason why.
- Meet them where they are and encourage behavioral change through constant reminders.
Modern revenue platforms are improving at the latter by providing insights within the tool (however typically this requires a trip outside of the native Salesforce experience). Embedded AI tools can nudge reps towards action that enhance deal closure rates, such as adding contact roles or engaging with Procurement early on. However, these tools often fall short of addressing the first imperative—providing a clear rationale behind these actions. Are they signals or noise?
Without a clear view into the black box, there’s no way to confidently sell your team on the change.
Unleash your hidden Salesforce data with process mining
For years, Salesforce has touted itself as a single end-to-end platform to support the entire customer journey. Almost every object has some sort of stage progression—from lead conversions to support ticket resolution. That’s why it’s so infuriating that analyzing the efficiency of those paths can often feel impossible. If you’re really good, you might have cobbled together a funnel conversion dashboard, but more likely you’re regularly exporting point-in-time data to some other platform and publishing insights in a slide deck.
Meanwhile, almost every other enterprise function has adopted some level of process mining or Lean management framework. Finance uses process mining to get from invoice to cash faster. Production teams use it to reduce waste in the delivery of products. Granted, these tools typically cost millions to implement and maintain and require PhDs to manage, but they’re worth it because they get money in the door faster.
Luckily, it doesn’t have to be that difficult or expensive to apply process mining to your customer journey, because all your data already lives in Salesforce. That’s why Hubbl Process Analytics was created. It’s a tool that lives right in your Salesforce instance that provides intuitive visualizations and actionable insights into your marketing, sales, and support paths.
Like a GPS, Hubbl Process Analytics shows you the traffic jams and maps out the path to success. A process diagram illuminates information such as:
- Which leads are likely to close the fastest and why
- Where deals are getting stuck and the best path to success
- Which prospects require more intensive cycles to close
- Which Case routing rules produce the fastest resolution with the least manual effort
Hubbl Process Analytics helps people do the right things by nudging them to take small actions and explaining why it’s important to winning an opportunity or achieving a goal. This approach not only drives performance but also enhances data quality and provides a simple and intuitive channel for RevOps to activate findings into the field. For example, if through process mining you find that identifying a prospect’s budget will help close the deal faster while also improving the team’s forecast accuracy, that fact will surface to the sales team right on the Opportunity record.
With each nudge from Hubbl Process Analytics, actions that lead to results are reinforced, making ongoing behavioral change organic. Customers are happier. Processes move faster. Revenues flow more smoothly. The system suggests the right action, one person at a time, eventually improving performance for the whole organization.
Drive revenue with Hubbl Process Analytics
In 2024, process mining is an indispensable tool for RevOps leaders, bridging the gap between marketing, sales, and customer success teams to drive unified revenue generation. Hubbl Process Analytics empowers RevOps leaders to identify and rectify process debt, nudge sales reps towards optimal behaviors, and leverage data-driven insights, helping you become the ultimate Salesforce whisperer.
