Revenue operations, aka RevOps, is a relatively new methodology B2B companies are using to engage prospects all across the journey from the first point of contact to customer support. It relies heavily on automation to align all customer-facing teams (marketing, sales, and customer service) and when done properly, it has multiple benefits.

First and foremost, RevOps enables team to provide a seamless customer experience because the prospect or customer receives exactly what they need at every stage, so they’re consistently delighted on every interaction.

The burden of admin tasks is off the team’s shoulders as steps like scheduling calls, sending follow-ups, and creating support tickets are automated. Companies can focus on driving growth because the right RevOps strategy is easily scaleable without the need for additional team members.

Furthermore, RevOps relies on personalization and segmentation to drive every action, so your marketing, sales and customer service are more impactful.

And finally, reporting and attribution are more accurate as every customer has a clear path within the system. So you’re better informed to make business decisions.

3 Reasons Why You Need a RevOps Strategy To Get the Best Out of Your HubSpot Salesforce Integration

It Gives You a Framework to Design the Technology Around

It may seem counterintuitive to talk about RevOps fueling your HubSpot Salesforce integration. Wouldn’t the tool (the integration) power the strategy?

In this case, no. 

Without a clear end in mind, you’ll end up winging a lot of decisions along the way, which misses the point of using your HubSpot Salesforce integration. Instead, you want well-thought-out steps as the foundation for your integration. 

A RevOps strategy allows you to reverse engineer your process by first asking what you’re trying to achieve and then figuring out the workflows and automation you’ll need to get you closer to success.

It Simplifies Hand-off Between Teams

If you’ve been in a sales or marketing team long enough, you’ve probably witnessed or experienced the consequences of working in silos. Marketing teams drive leads that don’t get engaged by the sales team or get qualified as MQLs or SQLs way before they’re ready. 

On the flip side, customers reach out to sales teams with questions about their product. Or they get marketing emails directed at people at the top of the funnel, which is plain confusing.

Your RevOps strategy breaks down the most critical points for true cross-team alignment — the hand off between teams. It covers the definition of exactly when a prospect becomes a lead, thus going from marketing to sales; and when a lead becomes a customer, going from sales to customer service. 

It Gives You a Framework for Data

HubSpot and Salesforce rely on data to do pretty much anything. But in many cases, teams are inundated with data they don’t quite know what to do with. So instead of enabling smart business decisions, data becomes a hurdle that companies spend countless resources managing.

RevOps gives you the ability to manage your data based on goals. RevOps give you a framework to use data to segment prospects, qualify leads, attribute revenue to specific campaigns, and rid your processes of any steps that negatively impact your customers’ experience. For example, evaluating your closed lost reasons, your sales team can make informed decisions before engaging new prospects, thus increasing the chances of conversion in future cases.

Final Words

Many teams struggle to implement the HubSpot Salesforce integration because A) they’re not sure where to begin, or B) they lack the technical knowledge to implement and manage their marketing technology stack. 

It may be tempting to jump straight to software integrations. But keep in mind that your martech stack is only a tool that enables your strategy — not a strategy in itself.

Taking the time to devise a revenue operations strategy will give you a robust foundation and supercharge your business growth way more than simply deploying the integration.

The good news is you don’t have to rely on third-party providers to implement and maintain the HubSpot Salesforce integration. At Coastal Consulting, we believe in empowering teams to manage their integration because they’re the ones that best know their company’s needs. 

That’s why Lauren Kennedy, Coastal Consulting’s Chief Marketing Nerd, and the Coastal team created the HubSpot Salesforce integration course — to give you the strategic and technical tools to take the reins of your martech.

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