From Pipeline to Profit

Increasing Income with RevOps

The Challenge

A small start-up in Scottsdale Arizona was encountering difficulties in establishing a RevOps functionality that worked. They had tried using Salesforce with previous sales and marketing hires, to no tangible success. The key challenges they faced included:

  • Messy and outdated customer information that made audience segmentation impossible

  • No formalized Business Development / Sales tracking

  • Revenue forecasting was based on ‘gut instinct’ of the enthusiastic founder

  • Lack of documentation meant a lack of reporting and metrics

As a marketing professional with significant HubSpot experience, I was brought on to bring much-needed operational structure to the marketing function.

The Tactics

I implemented HubSpot from the ground up

It was clear that Salesforce was not the right CRM option for the start-up. After a detailed research that was presented with leadership, we determined that HubSpot was the best fit for the company.

I led a three person team to clean and segment the database of marketing contacts

Years of company contact data lived in stale Excel files and worn-out Rolodexes. There was no way audience segmentation could happen in the current form. We created custom properties for our contacts based on industry and service line focus.

I created multiple sales pipelines for the company in HubSpot.  

The start-up held weekly stand-ups to discuss sales opportunities, but nothing was ever documented and measured. I created custom deal-stages to track deal progress and understand roadblocks to success. From there, we could begin to document and understand patterns in seasonality.

I created weekly, quarterly, and yearly automated reports to review sales process with senior staff.

We tracked metrics like amount closed by rep with stage breakdown, existing and new business by deal stage, deal source, and more.

The Impact

  • The company began to project revenue and sales based on data, not intuition

  • The start-up made the Inc. 5000 - a list of fastest growing private companies in the United States