So you're dipping your feet into RevOps? Smart choice. If you’ve made it this far, you likely know the value of aligning your sales, marketing, and customer success teams around a single source of truth. Alignment drives growth. Growth drives revenue. And that’s RevOps in a nutshell.
But how do you achieve this alignment? Well, that’s where revenue team meetings come into play. It’s impossible to achieve the transparency required of a RevOps department without a dedicated team that meets regularly. This team is tasked with maintaining visibility across marketing, sales, and customer success departments. It’s a challenging task, and one that can’t be done without strategically focused meetings, and a dedicated leader to steer the RevOps ship.
Before we get into the meat of this post, let’s make sure you have a clear understanding of the general role of Revenue Operations. After a quick refresher, we’ll give you step-by-step instructions on how to run a successful RevOps meeting for your own business.
What is Revenue Operations?
Starting with the basics, Revenue Operations can be defined as a business mindset that focuses on the alignment of sales, marketing, and customer success operations to provide a consistent process across the buyer’s journey while driving growth through operational efficiencies.
RevOps isn’t just a team of people from sales, marketing, and customer success that meets to discuss what’s going on within their siloed departments. RevOps is a team from these three departments working together to drive revenue results.
Why are RevOps meetings important?
If the purpose of a RevOps team is to increase the sales and revenue of an organization, then it makes sense that a RevOps meeting is all about aligning your departments to make this happen. Those that take the time to value this collaboration see results. According to a report from LinkedIn, 87 percent of sales and marketing leaders admit to seeing critical business growth from internal collaboration.
Without the coordinated effort brought by an internal RevOps team meeting regularly, opportunities will be missed and business growth stunted. RevOps meetings not only make sure transparency and visibility flows freely between all departments, but ensures each team knows how they can help each other achieve the revenue growth everyone is after.
5 Steps to Run a Successful RevOps Meeting
It’s important to note that the agenda of a RevOps meeting will change based on the goals and needs of your business. The purpose of this collaborative meeting is to help align your team to help conquer the objectives and challenges your business might be facing at that time. As a business leader, you’ll want to customize your meeting agendas to whatever way makes sense for your team. But these five steps will help get you started on your way to running a successful RevOps meeting of your own.
1. Have a Dedicated RevOps Meeting Facilitator.
Every RevOps meeting needs a facilitator. This particular person isn’t necessarily in charge. They are more of a guide to keep everyone on track and ensure the meeting achieves its purpose.
So who plays the part of the facilitator? It depends on your business and the personalities you're dealing with. It doesn’t matter if the facilitator is from the marketing, sales, or customer success team. But whoever it is should have the following characteristics:
- Embrace the RevOps mindset
So what exactly is the role of this facilitator during meetings? Here’s a look at what your meeting guide should be responsible for:
- Run your meeting as an open platform where everyone in the room feels comfortable to share thoughts, problems, and issues
- Ask questions to guide productive discussions
- Keep track of any next steps for the RevOps team
- Hold team members accountable for any tasks they’ve been assigned
- Keep the room focused, on track, and on topic
Without a RevOps meeting facilitator, your meetings likely won’t be as productive as they can be. Think hard about who this person is. Yes, this person needs to be a leader. But they should also have the ability to ask hard questions, have a very deep understanding of your company, be driven by data, and laser-focused on results.
2. Decide on a RevOps Meeting Cadence
Now that you have your meeting facilitator, it’s time to decide with that point person how many times it makes sense for your RevOps team to meet. There’s no right or wrong answer here. It ultimately depends on your business goals and the challenges you might be facing as an organization.
Typically, RevOps teams meet somewhere between biweekly, monthly, or for larger organizations, weekly. Whatever you decide will help fuel the agenda you decide to include. But keep in mind that, though this regular meeting is essential to the success of your RevOps program, this isn’t the only time your team should be communicating. Regular communication should be supplemented in between the regular meeting cadence you choose.
For example, say you decide as a business that monthly RevOps meetings make the most sense. That doesn’t mean that your RevOps team doesn’t see or hear from each other until their monthly meeting. Each team member should have a regular update that goes out and keeps all departments aligned between meetings, or maybe your RevOps meeting facilitator sends out a weekly newsletter update. Frequent checkpoints between meetings are essential.
So first determine the frequency of your meetings. Then determine how many checkpoints will be needed in between each meeting.
3. Set an Agenda Focused on the Future
This is a common mistake that’s made over and over in corporate meetings. So many businesses gather their leaders monthly or quarterly to discuss revenue, metrics, and success. But often these meetings are focused on the past. While results are necessary to review, these conversations shouldn’t dominate your whole meeting. RevOps meetings are focused on future growth.
How do you pivot? A successful RevOps meeting should discuss what worked well and what didn’t. But these discussions should lead into larger conversations on how to continue that momentum, or, if necessary, pivot in the coming months.
4. Discuss the Three RevOps Growth Questions
What does a future-focused agenda look like? It’s based on the three RevOps growth questions. You can customize these questions to fit with the current objectives of your business. But the following questions will form the base structure of your RevOps meeting agenda.
What is each department working on? Start off the meeting by having each department briefly discuss their current projects. For example, sales and customer success teams should know what content the marketing teams are creating, so they can effectively use it to push leads through the sales process or nurture customer relationships. At the same time, sales and customer success should educate the marketing team on what types of deals or common questions they might be dealing with on a day-to-day basis. This can help fuel the content plan moving forward.
What are each department's next steps (or goals)? Remember to remain future-focused. After discussing the current initiatives, the meeting facilitator should then guide the group in a discussion on the goals or next steps of each department and group as a whole. This will help determine what each department might need to do to fuel the revenue engine.
What areas do you need help with? Finally, each meeting agenda should have a section where each department discusses areas they might need assistance with. The goal of a RevOps team is to have every team member work towards the success of the company as a whole. So, regardless of responsibilities, each team member on your RevOps team should have a can-do attitude.
Your meeting agenda aims to make sure all team members are aware of the initiatives taking place between departments and have the opportunity to shape any campaigns or projects being developed internally. The result? An aligned team of people focused on revenue growth.
5. Always End with Clear and Actionable Next Steps
Finally, everyone in your RevOps meeting should always leave knowing exactly what to do next. This responsibility falls primarily on your meeting facilitator. This person should end your meeting, ensuring that any key takeaways, lessons, or action items are documented in a visible place for team members.
Keeping these notes accessible across all RevOps team members is critical for transparency and accountability purposes. Before the meeting is over, the facilitator should determine actionable next steps for each department and assign a date for these initiatives to be completed. These next steps should then be followed up on in the regular correspondence that goes out between meetings. And eventually, when the RevOps team meets again, the meeting should start with a brief discussion on these initiatives and whether or not they were successful.
As you can see, it all comes full circle. RevOps meetings act as the momentum that keeps the revenue wheel spinning.