Srujan Joshi is the Revenue Operations Lead at EventMobi, and he is constantly confronted with the myth that "RevOps is only for startups." He believes RevOps is for every business and not limited to Startups or SaaS companies. The agenda for RevOps is to align sales, marketing, and success teams. And these teams are part of all kinds of businesses.
Why is constant data cleansing more crucial than ever?
Since sales and marketing executives realized that data is the new oil, data cleansing became important. But what makes it even more important now? Srujan highlights the trend of constant job change.
There is a constant shift here, whether a mass layoff in several companies or a job change for a better work-life balance. When people change their jobs, their complete professional contact information and designation change, and sales and marketing teams need to update the data set with new information. Constant cleansing keeps them on top of that.
Data cleanliness is the first Step. What's Next?
The next would be asking the right questions because data is as good as your questions.
- What does the data reflect?
- Why is it here or important for teams?
- How will it be used in our campaigns without it becoming obsolete?
- Can we quickly get our data where we need it to be?
- Is it available in the correct format that we need?
And you have to ask these questions as your data sets get updated constantly.
Map out your customer journey to find the gaps
Srujan de-clutters the process and funnels it down into three simple steps.
Draw it out
Go old school and draw it on a whiteboard or your PC. From your customers' initial contact with your business until they become customers. Also, map out how the customer experience should be at each milestone/touchpoint/stage, whatever you like to call it.
How leads get converted on your website
There will be some steps before the audience becomes your website visitors and some steps when they become customers. Mark those specific doorways through which lead passes on the side, and customers come out from the other side.
Identify the leaks and take action
You will surely notice some cracks from which the leads may slip out. These could be due to inactivity, a dead end with no follow-up set up, or simply overlooking them. Fixing these gaps will... Need I say more?
