The Johnny Grow RevOps Tech Stack

Highlights

  • Revenue Operations is a centralized business development operational team that orchestrates revenue strategy, go-to-market motions and end-to-end execution.
  • It unifies revenue processes and technologies across departments to manage a more cohesive and effective pursuit of the company's financial goal.
  • The RevOps tech stack replaces departmental piecemeal technologies with platform applications to better deliver enterprise-wide process automation, information reporting and operational scale.
Johnny Grow Revenue Growth Consulting

For most companies, marketing, sales, customer service and R&D have individual growth plans. They operate within their domains and any integration or support of other domains is secondary at best.

These departmental revenue strategies are isolated, self-centered and lack process automation outside their boundaries. They use piecemeal technologies that work only for their interests, harvest much smaller data sets for information reporting and contribute to fragmented customer experiences.

These factors impede customer and revenue growth strategies.

Revenue Operations teams remedy these problems with a combination of process harmonization and technology optimization.

The RevOps Tech Stack

A RevOps tech stack defines a combination of integrated technologies that support end-to-end customer journeys and company revenue processes.

It's a shared technology foundation that eliminates piecemeal systems, departmental data siloes, fragmented customer experiences, clumsy departmental handoffs, and disjointed analytics.

RevOps research and our own experience show that defining a RevOps tech stack is not always a simple process. But it is made simpler when built on a three-step process of technology strategy, modernization and simplification.

1

Start with Technology Strategy

The wise Yogi Berra once said, "If you don't know where you are going, you'll end up someplace else."

That thought could be easily applied to designing a RevOps tech stack. Rather than jumping into a random software selection the better move is to lead with an overarching tech strategy.

Your Revenue Operations technology strategy first defines the most important goals and then finds the technologies to achieve them.

The process we routinely use is called PACE.

PACE Technology Strategy

PACE aligns the methods revenue leaders use to create business outcomes with technology that empowers and accelerates those outcomes.

Not all revenue outcomes are equal, so PACE delineates and describes them in terms of common ideas, different ideas and new ideas. It then aligns them with a technology portfolio that segments Revenue Operations applications into layers called Systems of Record, Systems of Differentiation and Systems of Innovation.

Below is an example of technology portfolio characteristics and sample apps.

PACE RevOps Tech Stack

And to put the RevOps tech stack into context, the below diagram shows an example of how apps in the tech stack align with the customer lifecycle.

Technology Alignment

Investing more in this technology strategy step will significantly lower the effort for the next steps. It will also create synergies among technologies and increase their longevity.

In fact, without a clear tech strategy, the team is navigating without a map. Instead of taking the express lane, execution looks more like aimless wandering. Revenue goals will be delayed, degraded or not achieved.

2

Technology Modernization

The right technology brings information management, process automation, revenue operations performance metrics, and closed-loop reporting. But with hundreds of technology choices it can be a frustrating challenge to figure out which apps or tools best support the company's objectives.

Your technology strategy is the roadmap to identify why, when and which software apps are needed to achieve revenue objectives.

Our experience in Rev Ops tech modernization can be summarized into three rules.

  1. Use more of the technology you already have
  2. When procuring new software, focus on revenue impact more than anything else, and
  3. It’s the RevOps implementation more so than the software itself that will determine its effectiveness

Chances are that new software apps will be needed to bring automation to Rev Ops execution. But if you take a platform approach it will likely not be as many apps as you may think.

RevTech Stack
3

Design for Technology Simplification

Revenue Operations teams should be able to manage their tech stack without much assistance from IT.

That can be accomplished if it pursues an overarching goal of simplicity.

And the two best ways to achieve technology simplification are to leverage platform technologies and focus on a user experience that eliminates the need for formal user training.

Platform Solutions

Whether in politics, military missions or tech stacks, unity creates strength.

Platform technologies aid simplicity by replacing the proliferation of software apps, tools and data with a centralized foundation.

For example, a single marketing automation platform (MAP) or CRM platform can replace dozens of piecemeal apps or departmental point solutions.

Platform technologies make their advanced capabilities such as workflow, analytics and artificial intelligence available to other apps. They use a consistent user interface that delivers a superior user experience, ensures intuitive navigation, and reduces or eliminates the need for formal training.

They include expansive ecosystems of pre-integrated third-party products for software extensibility. And maybe most importantly, the consolidate data into a single repository.

These capabilities collectively improve cross functional collaboration while reducing redundant work and broken transfer processes.

It's a whole lot easier to design, automate and manage the customer lifecycle and revenue execution with fewer applications that perform more capabilities.

To promote technology simplicity, remember that less is more.

The User Experience

A software user interface (UI) is like a joke, in that if you have to explain it, it doesn't work.

There's a lot you can do to make software apps simple. But the single most important thing is to focus on the user experience (UX).

That starts by understanding the differences between the UI and the UX. The UI is focused on simplicity and the visual presentation. But the UX is much more than that, as it contributes to an emotion that either enhances or degrades the continued use of the application.

To achieve a positive emotional connection, the UX should precede the UI so that form follows function and utility is aligned with user-centered design.

What that means is that the UX begins by engaging users to understand what they want to achieve and how they want to achieve it. Any attempt to achieve a UX objective by hiring designers or dressing up existing applications with UI facelifts – without first understanding user behaviors, expectations and prioritized use cases – will not be worthwhile.

UX capabilities to consider when evaluating software include things like an interactive design, role-based navigation scenarios, simple layouts with clear typography and plenty of white space. Most good UX apps are mobile-first, browser and device agnostic, and built on social technologies.

While it's a lot to consider, the upside is software simplicity that drives increased user adoption, software utilization, staff productivity and technology payback.

The Point is This

Marketers market. Sales reps sell. Customer service keeps them coming back for more.

When these teams are coordinated with a RevOps tech stack their collective contribution is greater than the sum of their parts.

When these teams are aligned to common goals, the company delivers superior customer experiences and accelerated revenue growth.