The Revenue Engine podcast is a weekly show hosted by Rosalyn Santa Elena, a revenue operations (RevOps) expert. Each week, Rosalyn spotlights founders, CEO’s and revenue leaders from hyper-growth companies, and dives deep into the strategies they implement to drive growth and share learnings through the process.
On a recent episode, Rosalyn visited with LeanData’s very own Evan Liang, and their conversation covered a wide range of topics, including:
- The power of data. Efficient and effective processes start and end with data, and there is no data-driven decision making without it. It’s for this reason that RevOps is poised to be the “star” of go-to-market (GTM) motions.
- The start of a Revenue Operations revolution. In the not so distant past, manual data requirements were getting in the way of GTM processes, and as a result, return on the investment of many automation tools was limited. In increasingly sophisticated tech stacks, data has been recognized as the lifeblood, and that has led to opportunities to better manage data and drive processes.
- A plurality in defining Revenue Operations. RevOps is a function, a role, and an emerging market category. Despite having been part of one long value-chain, revenue processes had been isolated in silos. There’s now a centralization, a coalescing around revenue operations, and it’s important to not get stuck on titles (e.g., Marketing Ops, Sales Ops, etc.) that will hinder the adoption of the best processes for both customers and company.
- The rise of Ops. The Ops persona is positioned to be the future superstars of GTM strategies. What used to be thought of as “Salesforce Admins” are now leading the charge to new data-driven paradigms for companies of all sizes.
- The challenges of creating a category. LeanData has been a pioneer in the creation of the Lead-to-Account (L2A) matching and routing software category. LeanData’s growth can be attributed in large part to its focus neither on what it does nor the product that it has built, but rather on an unflinching customer-centricity and looking for ways to solve customers’ most pressing needs. Early in LeanData’s history, the Customer Success group was actually rolled into the Product group and the product roadmap, developing products not for products’ sake, but for customers’ sakes.
- The growth of OpsStars. OpsStars started as a way to have a presence at Dreamforce and over the years has evolved into a vibrant industry community for Ops, by Ops. OpsStars brings people together and highlights the critical role operations plays in the business, with a focus on education and collaborative knowledge sharing.
- The art of the long view with customer relationships. The COVID-19 pandemic has been challenging for everyone, and a key to getting through this together is to invest in one’s customers. Avoid focusing on the quarter, half or year. Rather, set your collaborative focus for the long-term benefit of both parties.
- The key elements of LeanData’s growth. LeanData grows with a customer-first approach to drive virality, being brought into account after account by individual customers who have recognized the value of the solution. It’s not about the account; it’s about the customer.
Tune into the podcast to learn more about the above, as well as a couple of things about Evan that he thinks might come as a surprise to listeners.