Kelly Owen Grover is a multi-award-winning business development specialist, an experienced corporate venture and global marketing professional, and an exceptionally talented marketer. She works for Cloverly as the Vice President of Marketing.
In this RevOps 500 episode, Kelly emphasizes how crucial it is to start a relationship because it is the foundation for developing trust. She also provides amazing advice on interacting with clients using suitable language.
Myth: It is focused on attaining growth rather than data.
The most common misperception regarding RevOps is that it is just concerned with data and not growth. Although data is undoubtedly a crucial component of RevOps, the main objective is increasing top and bottom-line revenue.
RevOps is about working smarter, not harder, and it's critical to comprehend the various revenue streams a business can generate at various points in the customer journey. Companies can increase growth and optimize resource allocation by identifying regions with minimal or no return on investment.
How does RevOps contribute to growth in the bottom line?
There are numerous ways to understand the connection between RevOps and profitability.
One method examines the lifetime value (LTV) ratio to customer acquisition cost (CAC). Getting new clients and increasing their lifetime value are the objectives. One aspect is the capacity to influence LTV and drive volume; another is the client acquisition cost. Many businesses broadly understand CAC and LTV, but this can be misleading if the consumer base comprises people with various business models, average order values (AOV), and customer journeys.
Unprofitable scenarios might arise when business models with different AOVs use the same go-to-market strategy and CAC. This is the point at which comprehending the complexity and details of the data is essential.
RevOps aids in recognizing and resolving these problems, guaranteeing that resources are distributed efficiently to optimize growth.
How do accountants in Cloverly respond to the budgeting and growth-focused RevOps emphasis?
Kelly knows how to effectively communicate with her target audience by speaking their language as a marketer.
She believes internal stakeholders, especially those in finance, could gain from the same strategy.
She tries to show transparency and sound financial management when interacting with the finance department. She can effectively deliver well-researched investment proposals, have a demonstrated return on investment, and align with the company's overall financial goals by speaking their language and establishing a foundation of trust.
She also upholds transparency by explaining any changes to the budget, including increases and reductions in expenditure, along with the reasoning behind them. This method promotes mutual comprehension and eases group decision-making.
What are her biggest concerns as a strategic RevOps professional?
In her opinion, ensuring that others comprehend the meaning behind the data is the biggest difficulty for a strategic RevOps professional. A strategic RevOps professional's primary task is to prevent misinterpretations of graphs and numbers by ensuring others comprehend the data's genuine meaning.
Making facts interesting draws in readers and promotes listening to guarantee understanding. Using visuals and stimulating curiosity helps people understand and remember the importance of the facts.
Ultimately, it's critical to convey the significance of the data understandably. Stay away from employing technical phrases and jargon that consumers might not comprehend. Rather, speak in basic, understandable words.
How do you tell the story of growth when working with data from multiple sources such as CRMs, reporting systems, or analytics tools?
A few best practices should be kept in mind when presenting data stories. First, stakeholders should receive information frequently to be informed and involved.
Second, even if the information may not always be what people want to hear, it is crucial to be open and truthful about the data. Your audience will grow to respect and believe you as a result.
Thirdly, it's critical to establish the urgency right away. Inform people of the significance of the data you are releasing and the implications for all parties. By doing this, you will be able to get their attention and increase their openness to your message.
Fourth, if you anticipate that your data may be controversial, you must establish advance communication with other parties. In addition to allowing you to pre-align the narrative and the action plan, doing this will enhance your credibility when presenting the data to a larger audience.
Where does she see RevOps heading in the future?
Titles that combine sales, marketing, and customer success, such as Chief Revenue Officer and Chief Commercial Officer, demonstrate a pattern of integrating traditional departmental duties. This trend is also seen in the move from separate marketing, sales, and customer success departments to a single go-to-market strategy.
A more scientific approach to RevOps is also suggested by the growing dependence on technology, data, and standardized operating procedures (SOPs) to improve intent signals, total addressable market (TAM), and ideal customer profiles (ICPs).
This suggests that as the customer experience becomes more interconnected and necessitates contributions from all departments at every level, the traditional siloed marketing, sales, and customer success strategy is no longer effective.
One notable example is RevOps, which emphasizes an integrated sales funnel, a single data source, and a unified customer experience. All marketing, sales, and customer success jobs align with this basic reference point, regardless of their differences.
What has been her career path in RevOps up to this point?
Throughout her career, Kelly has had the good fortune to experience a variety of jobs and go-to-market responsibilities, including managing inside sales teams, sales, business development, channel planning, and new initiatives. After considering these viewpoints, she has developed incentive programs and KPIs for varied teams.
Being highly competitive herself, she demands that the KPIs provide a precise and clear narrative without adding unnecessary confusion.
She became increasingly particular about ensuring that the figures discussed in executive talks represented significant insights as her career progressed.
Furthermore, due to the budgetary emphasis, she developed a partnering attitude and collaborative problem-solving skills, viewing issues as group efforts to maximize and resolve. She frequently returns to RevOps for solutions due to this strategy's beneficial feedback cycle.
Does using data to demonstrate growth's value help sales and marketing get on board for big deals even when full-time staff change jobs?
The goal they all have in common is the result at the top of the funnel. Even if their path is important, reaching that goal comes first. Data quickly moves from a discussion into an actionable plan when it offers ways to increase numbers or get the same outcomes at a lesser cost.
RevOps is essential for businesses to comprehend revenue streams throughout the client journey to attain growth. It emphasizes working more efficiently rather than harder, establishing the path for a bright future for companies that adopt these trends early.
Listen to the full episode here.
