#88: Listen as Natalie Furness, ​​CEO of RevOps Automated, discusses revops and aligning marketing and sales. She covers why alignment matters, how to better balance systems, and the key goals for sales teams.

Click here for the full episode transcript, show notes, and more!

Don’t feel like listening? Read the Episode Cliff Notes instead below:

Importance of Alignment (1:00)

Alignment promotes a better customer experience. You’ll process people and data more efficiently, more people will love your product, and you’re just going to generate more business. 

Put prospects at the top of the marketing funnel, and they drop into the sales funnel, then revenue, and then success like a one-way system. 

Whereas if you think about a flywheel, this is like a cycle. The client or a prospect can join that flywheel at any point.

The customer experience is never-ending because they stay in a flywheel. The growth flywheel is all about retention, referral, and increasing every customer’s lifetime value. 

Make sure you have enough leads in the funnel or flywheel to manage losing customers to the churn.

It’s hard to know why a customer leaves. The largest point of churn tends to be activation and the onboarding process.

We need to stop taking our attention away from the point in which we generate the first point of revenue and switch our thinking to lifetime value. At the end of the day, revenue operations are all about this ratio of cost per customer acquisition to the lifetime value. 

Balancing Systems (7:33)

The handoff between any department of systems is the key. This includes multiple areas of your revenue and operations funnel and between sales and customer success. 

It’s also important that you’re not only just looping these people into your customer success, but you’re getting a product in bulk part of customer success.

Demand vs. under sales aren’t something all companies are doing. It’s a new way of thinking.

Start automating the calls, so reps can start dialing straight out from HubSpot and then record or transcribe that information. 

Make sure the sales teams actually receive compensation for their generated leads.

Key Goal for Sales Teams (15:04)

Custom integrations are as simple as going onto the HubSpot marketplace, searching sales tools, and then looking through the list of all the native integrations that are available.

If people are familiar with no-code tools, such as Integra mat or Zapier, these tools can integrate no-code or low-code, then there are bespoke integrations. 

There are three ways either off-the-shelf low-code, no-code, or bespoke. 

The fewer tools, the better where possible because, the more tools you have, the more things that can go wrong.

Natalie’s Bio:

Natalie is an award-winning entrepreneur and CEO of RevOps Automated the HubSpot partner consultancy providing Revenue Operations as a Service. This self-confessed data geek helps B2B SaaS businesses get every ounce of value from HubSpot. It’s her mission to help businesses bring all of their data into one place, and unlock insights to help marketing, sales and success make better business decisions.

In her spare time, you can find her surfing on the UK south coast or fighting in the boxing ring.

Important Links:

RevOps Automated Website

Natalie’s LinkedIn Profile