RevOps for the CMO

Optimizing marketing contribution to revenue

RevOps, or Revenue Operations, is the enterprise discipline for managing the functions that contribute to revenue generation. Marketing is one of the primary functions of RevOps, and Chief Marketing Officers (CMOs) are using RevOps to change the game for B2B growth.

RevOps is an end-to-end, closed-loop process that provides the CMO full visibility from the top of the funnel to closed revenue. When a true RevOps discipline is established in a B2B company, you should have a model that tells you exactly what marketing needs to deliver to the BDR team and to sales to hit the company’s bookings targets. No more guess work.

As the RevOps process is executed, RevOps analytics should tell the CMO what campaigns and investment areas are contributing to pipeline and to closed bookings across multiple attributes and all revenue streams. The analytics should be purpose-built to guide the CMO through the process of marketing optimization, applying resources strategically to build the largest pipeline of deals that have the highest likelihood of closing.

Tune in to learn about:

• The end-to-end, closed-loop process from marketing to sales
• RevOps models for setting meaningful targets
• Tracking marketing campaign performance across the right attributes
• Managing the BDR team to maximize lead conversion
• RevOps marketing analytics for budget optimization

If you are a CMO or a RevOps professional in B2B software or technology, you need to understand how RevOps is evolving as an enterprise center of excellence. In 30 minutes, you'll learn the basics that can set you on your path to RevOps discipline.