Case Studies / ROI

To help prioritise, these case studies illustrate the potential impact incremental improvements can have on the bottom line.

“There's many a slip 'twixt the cup and the lip”

Improve Lead Follow Up

Improving lead follow-up is often a low-hanging fruit for RevOps:

• Many improvements come from internal process and systems changes, so they don't require a lot of stakeholder buy-in or change management.
• They rarely cost a lot to implement.
• Marketing is supportive, because their budget goes further.
• Lead improvements usually make Sales happy.

Note that many organisations that have grown quickly lack two fundamental components for success:

1. A common language (tight definitions of MQL, SQL, Opportunity Stages, etc).
2. A shared dashboard that accurately monitors performance in real (or near-real) time.

Improve Lead Targeting

Related to improved lead follow up, this focuses on lead quality. For some it can mean a transition to Account-Based Marketing (ABM) or Persona-Based Marketing to target your Ideal Customer Profile (ICP) and/or specific personas/roles within your target organisations. For younger companies it might be about getting the basics right: preventing lead duplication, discounting leads from territories you do not cover, and having a closed loop with Sales that incorporates their feedback on rejected leads.

Note that this is a bigger exercise than improving lead follow up. It takes longer and requires much larger stakeholder agreement up front. Implementation is also more complex, particularly when using separate systems for Marketing and CRM.

Prioritise Customer Retention

It is hard to overstate how important customer retention is to a SaaS (or PaaS) business. No other single parameter has a greater effect on growth rate or efficiency than customer retention.