The alignment of people, processes, and technology is NOT an easy task. However, to have success with customer experience and employee experience alike, you can identify areas of friction in your RevOps Flywheel.
Here are some real examples of friction that stall business growth:
Teams are working in silos using systems that are not integrated.
Data is not being shared across team lines.
Processes and handoffs are not defined, documented, and followed by all.
People are leading departments without collective revenue responsibility and goals.
It’s time to break down the silos between departments and to take a holistic look at the technology we are using to solve for the customer, see if we can improve how we are sharing important data, and take accountability for increasing operational excellence across customer-facing teams.
If these issues sound familiar, take the RevOps Assessment to learn where you can improve!
This fact is true: Today’s most disruptive companies are winning on customer experience AND they are winning when it comes to employee experience and operational alignment!
Thinking about RevOps and aligning revenue teams, however, can be overwhelming. This is one of the main reasons Denamico developed the RevOps Flywheel.
Our goal is to help companies identify and prioritize potential issues with their revenue technology and revenue operations based on areas of impact for customer-facing teams.
We’ll start by analyzing eight areas of impact as represented above.
Are systems for your marketing, sales, and customer success teams integrated?
How many different digital tools are your teams using to perform their jobs on a daily basis? According to ChiefMartech.com, the average for an enterprise company is 120.
Even with small to mid-sized businesses, the number can be surprisingly high. Is all of that technology integrated into your systems? Given the integrations, are you sharing the most important data, or are you limited by the integrations that are in place?
Whether you feel the pressure of a mounting tech stack, or you have a handle on it and need to document everything your teams are using, a tech stack audit is a good place to start.
As we continue to think about integrations, here are some quick evaluation statements to consider. You'll find them in each section on this page to help you identify and prioritize which areas of RevOps could use more attention.
Do your salespeople have the right tools, collateral, and technical skills to focus on selling rather than administrative tasks?
Customer Relationship Management systems have evolved over the years and now can be customized to your business requirements and individual needs. 
A CRM allows you to manage your existing customer base, connect to sales and marketing operations, build a strategy, and in turn, see ROI.
What information is most relevant to a company, however, will change as the business scales over time. For a CRM to remain useful, processes and data cleanliness should be evaluated annually.
Regardless of the system you use, is your CRM intuitive and easy to use? Does it help employees to do their jobs better? If not, it’s not going to be utilized.
Do your salespeople have the right tools, collateral, and technical skills to focus on selling rather than administrative tasks?
At a 10,000 foot view, do your salespeople have the right tools, collateral, and technical proficiency to focus on selling rather than administrative tasks? According to research conducted by InsideSales, salespeople only spend 37% of their time on revenue-generating activities. That’s a frightening statistic.
There are some great sales enablement tools for salespeople to reduce redundant tasks, which allows them to actually focus on sales. Surprisingly enough, we find that many sales teams with access to these tools haven’t had the proper setup or training to fully adapt the tools and utilize them on a daily basis.
At a glance, can salespeople gain insights about whom they are connecting with through email using the integration with Gmail or Outlook? Do they have available meetings tied to their calendar for leads to schedule some time?
Are they required to log manual notes about or emails and calls? What about following up manually with repetitive emails that could be automated? Enable your sales folks to remain focused on the activities that bring in the revenue.
Can leadership and other teams review real-time data to make informed decisions regarding sales, marketing, and customer success strategies?
Data and reporting are at the heart of success for many companies. There is nothing worse than having to manually put together reports from multiple systems, trying to format it in a way that tells a clear story of efforts leading to revenue, and doing it in a scalable and repeatable way. This is where dashboards and customized reports become extremely important. 
Today, more than ever, it is critical that your company understands and agrees upon your data “source of truth.” Ensure you have a solid understanding of how your data sources are interacting and establish agreed-upon performance metrics from company leadership. Once you have these questions answered, it’s time to get to work and make sure your data is set up for action, accuracy, and success!
Does your website produce high-quality leads for marketing and sales teams on a consistent basis?
You may be wondering why we’re calling out websites in terms of revenue operations, but
today’s websites are built with revenue-generating purposes in mind – regardless of if you are B2B, B2C, e-commerce, or nonprofit.
Static brochure sites are dead. If your site isn’t responsible for enabling sales and maintaining existing customers, it might be time to assess its performance.
Do your marketing efforts convert leads into customers by providing timely content about your products or services using automation?
Marketing automation is designed to make your processes more efficient and reduce friction along the path to purchase in both outgoing messaging and internal communication. 
If your team has quality content and an effective strategy to nurture prospects but not enough hours in the day to keep up with the influx of leads, marketing automation can be deployed to send nurturing messages to prospects automatically.
Marketing automation is also extremely helpful in streamlining the handoff of leads between departments. In an ideal world, marketing and sales would work together seamlessly to nurture and convert leads.
If you can identify which leads are likely to convert, you can use automation to notify your sales team that a prospect is ready for some personal attention.
Does your content speak to ideal customers and provide valuable information?
When it comes to content and campaigns, authenticity is key. If your content does not showcase your brand's personality or the value you provide to your customers, it’s time to make a change. 
Companies that are not authentically themselves — in all aspects of their business — will eventually suffer. Potential clients and customers will see right through the fluff and lose trust in your brand.
While creating your content, provide value by aiming to educate or engage your prospects. In doing so, you will establish trust and credibility with potential customers.
Does your company provide easy ways for customers to ask questions, get help, and resolve issues?
Finally, let’s chat about the customer success components of revenue operations.
Service and customer support are crucial for businesses to retain customers and clients, continue to delight, and extend the lifetime value of a customer longer than ever expected. 
Part of this comes down to having great people. Part of it is great processes and leadership, and part of great service comes down to having the right technology.
Successful companies understand their customers and know how to leverage the feedback received to continually improve customer experience.
The key to being customer-centric is engaging, listening, and acting upon the feedback you receive from your customers.