RevOps Automated: “A singular view of the customer journey empowers sales operations”

An interview with the winners of the Innovation in Sales award

In December 2023, RevOps Automated won the Innovation in Sales award for maximising their client’s business growth by streamlining their sales funnel, fostering better communication and collaboration across all departments. The main challenges they sought to tackle were a broken sales funnel and siloed data.

In an interview, the award winners have now revealed how they helped their client connect all their systems and create a singular view of the customer journey. Moreover, they shared their advice for enhancing sales in 2024.

CONGRATULATIONS ON WINNING THE 2023 INNOVATION IN SALES AWARD! COULD YOU PLEASE INTRODUCE REVOPS AUTOMATED AND YOUR ENTRY?

RevOps Automated is a global leader in revenue operations, providing consultancy, strategy and revops managed services. We specialise in HubSpot and Salesforce platform ecosystems, but can work with any platform that has Github documentation. Our mission is to make it easy for revenue, marketing and sales leaders to build and customise bespoke systems tailored to a business’s unique needs. All our work is designed with a focus on providing our clients with the competitive edge they need to increase efficiencies, improve conversions, and add more revenue.

We entered our work with EVC, a provider of electric charging infrastructure across the UK. The revenue operations we put in place helped EVC increase the number of installations by more than 500%. Our work has also resulted in the percentage of opportunities being turned into completed deals increasing by 20%, all while saving £50,000 a month in C-suite time. Our work also led to EVC being successful in raising £165 million in investment.

HOW DID YOU ASSIST EVC IN TACKLING A BROKEN SALES FUNNEL AND ADDRESSING SILOED DATA?

Traditionally companies use HubSpot for sales and then separately for ticketing. But that wasn’t going to work for EVC, so we created an algorithm specially designed to work like a project management system. This involved combining the use of HubSpot Sales Hub and Service Hub ticketing system to build a single linear sales pipeline, which the sales team owned. Throughout the sales cycle, the deal would auto-create installation project tickets, at points in the sales journey from the survey to energy provisioning, engineering, legal and commercial – all based on the data captured in the deal. 

This ensured that no matter what the differences were in the deal, they could all follow the same processes. The smart, automatic triggering of tickets rotated to the teams in a unique way of using HubSpot, which has never been done before. 

We also built in an auto date stamping system so that the acceleration of deals through the pipeline could be tracked at every stage, to identify bottlenecks to further streamline the system. The ticketing system printed the status of every ticket back to the deal, providing sales with the insights they need to move it forward, faster. This meant that their whole criteria were automated and synced, taking the pressure entirely off the sales team and freeing up their time. 

HOW DOES CREATING A SINGULAR VIEW OF THE CUSTOMER JOURNEY HELP ENHANCE SALES OPERATIONS? 

Creating a singular view of the customer journey significantly enhances sales operations by providing a holistic and streamlined understanding of the customer's interactions with the company. This consolidated perspective allows sales teams to track and analyse customer touchpoints seamlessly, fostering improved decision-making and more effective strategies.

Firstly, a unified customer journey view enables sales representatives to identify and prioritise leads based on their engagement across various channels. This insight helps tailor communication and pitch efforts, ensuring a more personalised and targeted approach. Moreover, having a singular view allows for better anticipation of customer needs, enabling timely interventions and proactive responses.

A comprehensive customer journey view promotes collaboration within the sales team. By sharing a common understanding of customer interactions, team members can align their efforts, preventing duplication and fostering a cohesive approach. This collaborative environment not only enhances internal efficiency but also contributes to a more consistent and positive customer experience.

This consolidated view facilitates data-driven decision-making. Sales teams can leverage analytics to identify patterns, preferences, and pain points in the customer journey, enabling them to refine strategies and optimise the sales process. Ultimately, a singular view of the customer journey empowers sales operations to be more agile, customer-centric, and successful in building lasting relationships and driving revenue.

WHAT WERE THE KEY LESSONS LEARNED DURING YOUR WORK WITH EVC?

From the very beginning, EVC demonstrated a clear vision of their goals, which allowed us to align our implementation strategy effectively. Their detailed feedback at every stage of the implementation process was invaluable, enabling us to refine our solutions and ensure a seamless integration. This is the kind of relationship we try to forge with all our clients.

By harnessing our collective knowledge through shared goals, incentives, and processes, we were able to maximise EVC’s business growth by streamlining their sales funnel fostering better communication and collaboration across all departments. They have been so impressed with the implementation, that they have contracted us on an ongoing contract to continually optimise their sales and installation operations and they are expanding into previously unexplored markets such as the hospitality industry. This goes to show that, when you do a good job for a client, then the work doesn’t end at one project, it can grow into an ongoing relationship that brings continued benefit to both parties.

We pushed the boundaries of what is possible on HubSpot – using its functionality in a brand-new way to manage a complex sales cycle alongside the full installation of EV Chargers. We essentially transformed HubSpot into a project management solution, without the client having to purchase an additional install project management platform and integrating it. This showed us that, if we have an idea to create something for our clients that doesn’t exist, we have the expertise and technical ability to make it happen. 

FINALLY, WHAT ADVICE WOULD YOU GIVE TO ORGANISATIONS SEEKING TO ENHANCE THEIR SALES IN 2024?

Bring your team together and analyse the sales processes. Map them out. Visualise the sales operations and highlight where deals are getting lost or slowing down. Perform a root cause analysis and identify strategies to increase sales velocity and convert more opportunities.

Businesses often find this easier with an outside perspective. Consider partnering with an expert consultancy that has transformed revenue operations at businesses like yours. That's a sure way to accelerate your transformation.