Show notes
In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine.Episode Links:Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/Check out The RevOps Collective: https://therevopscollective.com/Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engineFor even more marketing tips…🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/0:00:00 Introduction and overview0:01:49 The rise of revenue operations (RevOps) as a function0:02:30 The structure of RevOps teams0:03:40 The importance of a holistic approach to the customer journey0:04:07 The shift in focus for marketers towards customer success0:05:15 The importance of learning from customer behavior0:06:20 The impact of Rev Ops on marketing0:07:17 The challenges of implementing Rev Ops0:08:47 The future of Rev Ops0:09:55 Summarizing RevOps0:11:14 Tracking key indicators for conversion0:12:15 Importance of defining the right ICP0:14:07 Focusing on what's working and pausing what's not0:15:03 The importance of constant analysis and A/B testing0:16:11 The role of RevOps in providing insights for pivoting quickly0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops0:17:48 The significance of having alignment across goals, strategy, and metrics 0:19:21 The value of leveraging Marketing Ops as a strategic partner0:20:15 The importance of sharing insights between RevOps and Marketing Ops0:21:19 Companies seeking strategic advice from Rev Ops experts0:21:37 The rise of RevOps as a strategic partner for marketing0:22:41 The challenge of aligning Marketing Ops and RevOps0:23:49 More alignment around RevOps and embracing it as a driver of revenue0:25:08 The excitement around social media and building brand presence0:26:12 Wrapping up