RevOps

Blog Post

Defining Marketing Operations (MOPs)

Marketing Operations (MOPs) can be a person, department, or agency responsible for planning and managing marketing campaigns and optimizing them to boost revenue and company performance. 

MOPs handle activities like setting up new conversions, integrating with a new Customer Data Platform (CDP) or enrichment tool, overseeing paid media campaigns, etc. In SaaS enterprises and other major organizations, MOPs handle marketing analytics, funnel reporting, ensuring compliance with company goals, and allocating resources to optimize performance based on Key Performance Indicators (KPIs) that are directly connected to revenue. 

MOPs concentrate on higher-level strategic tasks while marketers are in the trenches handling most of the tactical marketing work.

Here’s more detail on what MOPs do in 2022:

The Importance of Marketing Ops in a SaaS Company

Marketing teams have unprecedented access to data that helps them understand their target audiences, judge the effectiveness of individual advertisements, track campaign results, and calculate Marketing ROI (MROI). Marketers can also use past data to create campaigns and messages tailored to customer needs — an approach that's highly efficient.

MOPs' mission in a SaaS company is to:

  • Optimize the returns on marketing data and technology investments
  • Coordinate marketing efforts to boost revenue
  • Guide the marketing team toward initiatives with the best potential ROI

MOPs are important because they handle:

Investments and Integrations in MarTech

A new MarTech tool is born every five seconds, or at least it seems that way in 2022. With more options to choose from than ever before, marketing teams evaluate tools based on several factors: 

  • Does it integrate with my current CRM?
  • Does it integrate with my product? 
  • How steep is this tool's learning curve? 
  • How long will it take until this tool becomes an asset? 

MOPs help answer these questions and make the new fields and connections necessary to fold new tools into the tech stack happen without disrupting current processes. 

Planning Key Results and Projects

Data-driven insights help MOPs guide marketing initiatives and campaigns that match the company's strategic goals. These insights also help MOPs design holistic, high-level strategies, as they reflect the latest data on consumer behaviors and preferences. 

Process Optimization  

MOPs are generally responsible for managing and optimizing marketing-related procedures. This optimization involves tinkering with marketing and sales processes, adopting lead-scoring and other activities to monitor lead quality, RevOps, simplifying reporting and other feedback systems, and building automations where appropriate. 

Reporting and Data Enrichment

MOPs manage marketing data, report the outcomes of campaigns and initiatives, and provide data-driven insights to boost revenue and inform strategic plans for the future. 

MOPs may also enrich data by combining information from many sources to provide better insights about target groups, prospects, clients, and the overall effectiveness of marketing initiatives. 

The Direction of Marketing Activities in 2022

As marketing tech stacks become increasingly complicated, marketing operations teams go from a luxury to a necessity. 

Without MOPs, an organization can burn hours, dollars, and sanity trying to achieve hyper-growth goals at a snail’s pace. Knowing that your ad spend is tied to reliable conversions, automating the booking experience for your site’s demo requesters, routing leads to the sales team in real-time, etc., helps you to work smarter and hit bigger goals.

MOPs matter for marketing in 2022. 

If you’d like to take your marketing to the next level, contact Matter Made and ask what we can do for your business.

RevOps

Blog Post

What is Revenue Operations?

The holistic approach of Revenue Operations is to eliminate silos within organizations to improve their efficiency, make the most of their systems, and ultimately enable their sales teams to scale.

A revenue operations (RevOps) team can help a company design and implement a variety of things for a business including strategic services, campaign operations, as well as full migrations plus system implementations. RevOps seamlessly marries marketing and sales ops to operationalize the funnel by giving businesses a single source of truth and optimizing processes to continue the ability to scale. For those of you using HubSpot, start here to see the automations you need to fully empower your RevOps processes.

The 3 HubSpot Automations You Need

Notify your sales team of incoming prospects

Keeping your sales team notified of inbound leads is crucial when it comes to funneling prospects into your buyer's journey. By setting up a simple HubSpot workflow to notify your sales team of form submissions, you reduce the risk of letting leads leak out of your funnel. 

Plus, if your company utilizes an internal messaging system (for example Slack), HubSpot has tons of integrations to set up additional notification channels. Check out this example below:

HubSpot
  1. Above: the workflow triggers when a prospect fills out a form. You can specify by form or by page to further segment your form fills to the proper pipelines.
  2. After this form-fill action, you have the ability to set up an internal email notification to notify the proper contacts of these inbound prospects.
  3. If your firm has a messaging platform such as Slack, HubSpot hosts the capability to push notifications directly to your sales reps' DM’s, as well.
  4. NOTE: HubSpot does a brilliant job of calling out errors or incomplete items too (as seen above in ‘changes needed’) which works as an extra set of QA
  5. BONUS: You can pre-qualify leads before routing with a retroactive HubSpot lead scoring model

Automatically create deals from qualified prospects

Using paid media as our next use case example, learn how you can use automation to auto-create deals for your sales team within specific pipelines. Ultimately, this reduces the need for your reps to manually input initial details.

HubSpot
HubSpot
  1. Above: the workflow triggers when a prospect fills out a paid media-specific form.
  2. After this form-fill action, the workflow waits 5 minutes and then automatically creates a deal with the associated company within the paid pipeline.
  3. From here, HubSpot reduces the effort of your sales ops and properly places leads into the correct pipelines.

Use forms and workflows to route qualified leads

Continuing with our paid media example, this workflow shows how you can qualify leads to route them to the right point of contact within your organization. For example, a paid agency may qualify their prospects using a form field inquiring about their monthly spend. From there, they have the ability to route their prospects based on that form fill and get them to the right person to nurture the deal. Here’s an example of how this type of automation works:

HubSpot

  1. Above: the workflow triggers when a prospect fills out the paid media form and specifies their monthly paid spend.
  2. After this action, HubSpot captures their spend data to tag them down the right pipe within this workflow.
  3. In this example, depending on the spending threshold, the leads can be routed to the proper representative based on this scoring data.

Conclusion: 

Don’t waste precious revenue due to a leaky funnel. Instead, start looking through the eyes of RevOps on how you can implement and optimize your automation processes. By delicately balancing the addition of force and the removal of friction from your processes, you can fully enable your teams to grow efficiently. Stop missing out on the full potential of your automation, see how RevOps can help you patch your leaks!

Adam Kaminski, HubSpot Specialist

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