Demonstrating Value to the Right Persona at the Right Time
In a world with a vast wealth of information, scarcity is derived from whatever that information consumes, and it’s consuming the finite attention span of enterprise buyers at an accelerating pace. Standing out amidst all this noise and chaos to grab our buyers’ attention and differentiate our offering is becoming increasingly difficult.
As the Evangelist of the corporate value proposition, RevOps is responsible for prioritizing marketing investments which increase awareness, education, pipeline development and wallet share within the target addressable market. With a clear understanding of the buyer personas and their value drivers, Revenue Operations helps define the programs, campaigns, positioning and messaging which will maximize the return on marketing investment across the entire customer lifecycle.
“The best way to predict the future is to create it”
RevOps promotes value messaging to buyer personas at each stage of the buyer journey
Buyer Personas
A buyer persona is a detailed description of a fictional person who embodies the characteristics of someone with any decision making influence in the buyer journey.
Positioning defines how you want your audience think about your products/services, while messaging is a set of specific statements crafted to establish and reinforce your positioning.
The prioritized allocation of marketing resources (e.g. headcount, $) to stages of the buyer journey (e.g. awareness, consideration, decision, expansion).
Messaging and Positioning
The appropriate investment and allocation of marketing resources (e.g. headcount, $) to stages of the buyer journey ensures one or more stages (e.g. awareness) do not become bottlenecks in the buyer journey.
The appropriate investment of marketing resources ensures we are able to achieve key assumptions in our revenue plan.
The appropriate investment in technology / tools (e.g. software, ABM, lead scoring, etc) improves the efficiency and/or effectiveness of marketing operations across the buyer journey.
Programs and Campaigns
A marketing cadence (increasingly using agile methods) is a series of scheduled events designed to review marketing activity (e.g. programs, campaigns, tactics) to assess performance and reprioritize resources and effort as needed.
A marketing forecast process is a series of scheduled events designed to update the revenue plan based on changes to expected results from activities related to the marketing portfolio.
The Customer Relationship Management system (CRM) is the single source of truth for all customer data which enables a better customer experience through peronalizaton at scale.