Alaina Corsini is the head of marketing at Red Shark Digital. Alaina talks about the origins of RevOps and how it can be used in all kinds of enterprises, despite its size. Alaina discusses important RevOps topics, including customer success, the relationship between marketing and sales, and using AI in RevOps.
Continue reading this blog till the end to know Alaina's background in the hospitality sector and how it influenced her approach to RevOps area. She will debunk myths and answer questions related to RevOps.
Myth: Only big businesses and organizations should use RevOps.
She addresses the myth that huge businesses are the only ones that can benefit from RevOps. RevOps can help companies of all sizes increase productivity, teamwork, and revenue production.
She understands that small and medium-sized companies might not have the funds to assign a particular team or individual to work entirely on RevOps. However, these companies can still benefit from applying RevOps ideas to boost overall productivity, raising sales.
Does RevOps apply to all sizes of companies?
Many of Alaina’s clients initially only have two, three, or even five individuals, especially those in the growth stage. These clients develop considerably larger teams in a few years.
No matter how big the team (2, 50, or 100) RevOps is an organised strategy to influence a business's earnings. The focus of RevOps is to align team members and ensure they are all working towards the same objective.
She guides a trio of individuals: a sales representative, a marketer, and a customer support agent. In a team this tiny, every member helps to produce income. All three team members must share an understanding that generating money is a shared task rather than a sole responsibility of one.
Is it simpler or more challenging to execute RevOps in a small team when members handle several roles?
A one-person team's effectiveness varies depending on the circumstance and emphasizes the benefit of not having silos in the organization.
This framework facilitates the real-time adoption of marketing strategies and communication, which enables direct engagement with sales, customer care, and customers. Self-communication is important in transferring concepts between various business divisions.
However, even though account managers may undertake some customer care activities, larger organizations with separate divisions may experience difficulty due to silos and communication issues.
Her background in communication allows her to emphasize the value of communication at Red Shark. They consistently concentrate on improving communication because it is essential to success. Working in a small team allows for quicker communication, which facilitates the creation of better plans.
Effective communication is necessary to prevent misunderstandings that could harm revenue when she moves to larger teams. She feels that poor communication is a barrier that must be overcome to achieve success.
What are the primary, quick wins she focuses on while helping small teams in the growth stage?
Communicating even in one-person teams is important, and she warns against separate operations, especially in marketing.
There are differences between marketers' and genuine customers' views. It is critical to comprehend the target audience's problems; she thinks that many marketing organizations fail because of disconnected messages.
Her strategy includes integrating systems such as Salesforce and CRM to integrate marketing with sales and guarantee that outcomes are appropriately assigned to individual marketing campaigns.
What means does she use to show the alignment or attribution between marketing and sales?
Alaina agrees that HubSpot is useful, particularly for B2B companies, but she also points out that many small companies still rely on manual procedures or outdated technology.
Linking phone calls or leads to particular marketing campaigns is challenging without appropriate technologies.
Therefore, manual attribution is ineffective in the modern marketing environment. She suggests using solutions like HubSpot or similar platforms to automate lead attribution.
Companies utilize different platforms for marketing and sales, such as Salesforce for sales and HubSpot for marketing, to address siloed operations, limiting insight into the full lead process. Systems that can follow the entire process and offer data for analysis, such as integrated software, are needed. This lets her see which marketing channels work best and modify her plans accordingly.
What are the technical things that keep her up at night?
She recognizes the value of customizing techniques during the discovery phase and emphasizes the necessity of customization for each client. This means knowing the company's operations, target audience, and post-marketing lead handling procedures. The difficulty is understanding the components and target market and implementing business needs into the design, even though technical implementation is simple.
How does she handle the difficulty of comprehending the unique features of other businesses' operations and their demands for client success?
It is crucial to act quickly and recognize the applicability of fundamental sales and marketing concepts despite each client's particular needs.
While prospecting, she finds gaps in customers' strategies, such as misaligned advertising channels, and uses these discoveries as fast wins to highlight the value of her team.
She values trust and good leadership among team members, and she is proud of their expertise in social media, SEO, paid advertising, and industry-specific information.
Alaina assigns healthcare-related duties to a copywriter skilled at converting authority into engaging writing to highlight the value of expertise.
Teamwork and marketing principles are crucial, and she emphasizes the need for talented and motivated team members. She pushes strategists and copywriters to collaborate to connect client accounts with interests and produce the finest quality content because she thinks that happiness and output go hand in hand.
How would she implement a RevOps framework in a hotel organization?
She emphasizes her distinctive background in hospitality, describing her wide range of customer service experience.
Comprehending and empathizing with consumers is critical to delivering effective solutions and drawing comparisons between customer service and the hospitality sector.
It is essential to pay attention to what consumers have to say and get direct input from employees and customers to make improvements for a restaurant that wants to increase sales.
She criticizes companies for their poor communication methods. Front-line employees must have open communication lines with management to get up-to-date client insights.
She suggests holding weekly team meetings to streamline decision-making by incorporating feedback from service personnel. This will help generate revenue, streamline processes, and enhance the restaurant’s quality.
Where does she think the future of RevOps is headed?
In the era of artificial intelligence and technology, there will be a continued need to understand client needs and communicate. She believes that human interaction and customized solutions are essential for successful organizations to stand out among an abundance of AI-generated information.
Aliana Corsini states successful companies value empathy, communication, and RevOps alignment to generate revenue. Data-driven decisions are advantageous to both small and large teams, but it is important to maintain a human touch in the face of technological innovations.
Listen to the full episode here.