Ran Mullins By Ran Mullins • July 6, 2023

9 Tactics for Centering Your B2B Marketing Plan On Revenue Operations

Did you know that companies that align their marketing efforts with revenue operations (RevOps) achieve 100% to 200% better ROI on their digital marketing? In today's highly competitive B2B landscape, a strategic approach that unites your key go-to-market teams can unlock sustainable business success. 

When you blend marketing efforts with sales and customer service, you can optimize your marketing efforts to generate higher-quality leads, streamline the buyer experience, and maximize your company's revenue potential. 

Say goodbye to ineffective marketing tactics and conflicting efforts between the departments of your company; it's time to uplift marketing as a facet of RevOps and drive substantial revenue growth. Let's explore nine steps to help center your B2B marketing plan on revenue operations.

How Revenue Operations Can Improve Your B2B Marketing Efforts

A B2B marketing plan must account for a longer, more in-depth buyer journey. Clearly defined and highly targeted messaging will ensure this buyer journey functions with little friction and generates efficient conversion rates. This makes the tight-knit business model of RevOps an ideal solution for B2B sales. Focus on these nine key elements of RevOps to support better sales performance in your B2B marketing:

1. Connect communications:

Revenue operations unite your marketing, sales, and customer success teams. For these teams to collaborate effectively, they need to get connected at all phases. Having versatile communication tools to support team-wide and project-specific discussions is a must. Find the proper communications, project management, and operations platforms to prevent dead ends in your workflows. 

2. Optimize marketing and sales alignment: 

Marketing carries invaluable data and deliverables that sales teams can leverage to better connect with and convert leads. Sales will have real-time, first-person insights to assist in aligning marketing messaging. By breaking down the silos of these departments and joining them together under a single function (RevOps), both teams will achieve higher success. Invest in resources to help these newly unified teams bond and collaborate better. In any healthy and scalable organization, processes and communications between teams must be supported by your tech stack, your workflows, and the attitudes of your leadership. 

3. Define shared revenue goals: 

Identify specific revenue goals that align with both marketing and sales objectives. This could include metrics such as increasing marketing-qualified leads (MQLs), sales-accepted leads (SALs), improving conversion rates, shortening sales cycles, or increasing customer lifetime value (CLV). Setting measurable targets creates a clear focus for your teams, fostering collaboration and accountability while driving revenue growth.

4. Prioritize qualified leads: 

Focus on generating high-quality leads that have a higher likelihood of converting into paying customers. Bring marketing and sales teams together to define lead qualification criteria and ensure that the marketing team's efforts are geared towards attracting and nurturing leads that align with those criteria. This process helps ensure that your team focuses on attracting and nurturing leads that meet your uniquely defined standard. This targeted approach enhances the efficiency of your marketing initiatives, increases the likelihood of conversion, and drives stable revenue growth.

5. Optimize lead handoff: 

Streamline the handoff process between marketing and sales teams to ensure a smooth transition. You want to leverage your experts' abilities with a smooth process getting in the way. Defer to your sales team to establish lead scoring models and lean on your marketing team to implement marketing automation tools that facilitate lead handoff and tracking. This will minimize the risk of lead dropoff and ensure a smooth transition from marketing to sales.

6. Enable data-driven decision-making: 

Leverage analytics and data insights to guide your RevOps strategy. Encourage leaders of all revenue-facing departments to define key performance indicators (KPIs) and establish a reporting framework that tracks marketing-generated revenue, pipeline contribution, and ROI on marketing spend. Then, ensure that all data and reporting impacting revenue is shareable between sales, marketing, leadership, and other relevant contributors. In a revenue operations empowered company, there is no data owned by just marketing or sales. 

7. Align content seamlessly with the buyer's journey: 

Develop content that caters to each stage of the buyer's journey, from awareness to consideration and decision-making. Refer to your brand documentation and audience insights to identify pain points, obstacles, and customer needs at each stage and create targeted content that helps move prospects closer to purchasing. When your content is well-targeted and representative of your audience's challenges and objectives, it's more likely to convert – thus supporting marketing goals, sales goals, and ultimately – revenue! 

8. Leverage technology and automation: 

Invest in innovative technology and automation platforms integrating marketing, sales, and other revenue efforts. This ensures seamless data flow, facilitates lead tracking, and enables closed-loop reporting for better visibility. If marketing and sales teams have to chase data or interrupt each other to acquire necessary information, your outcomes will be stronger than they are. 

9. Continuously measure and optimize: 

Regularly track and measure the performance of your marketing initiatives against revenue-focused KPIs. Collaborate with RevOps consultants, sales leads, and data analysts to draw findings from the data, identify areas for improvement, and optimize your marketing campaigns to drive better revenue outcomes. Marketing objectives and KPIs should extend down the funnel and throughout the customer experience until they're handed off to sales and CX teams. 

By adopting these strategies, you can align your B2B marketing plan with RevOps outcomes, driving revenue growth and improving the overall effectiveness of your marketing, sales, and CX efforts.

Are you ready to center revenue operations in your B2B marketing plan?

You can drive tangible results and maximize revenue potential by defining shared revenue goals, prioritizing qualified leads, optimizing lead handoff, and leveraging data-driven strategies. With the support of RevOps, your marketing efforts become more targeted, efficient, and impactful. If you're ready to transform your marketing efforts into something genuinely profitable and fully embrace the power of RevOps, consider partnering with a trusted agency like Relequint. 

Take advantage of the opportunity to revolutionize your marketing approach and propel your business forward. Contact Relequint today to explore how we can help you optimize your B2B marketing plan through effective RevOps strategies.

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