Small Tweaks, Monumental Gains: A RevOps Success Story

Target Account Strategy

Introduction:

In Revenue Operations, strategic adjustments can be powerful. My work as a RevOps consultant working with a growth-stage company in overhauling their Target Account Strategy showcases this well. This change not only revitalized their approach but also spurred significant growth.

The Stagnation Challenge:

The company was in a revenue rut. Their ARR was stuck between $9M and $11M for three years. Traditional strategies weren’t cutting it anymore, highlighting the need for change.

RevOps Intervention: My Strategic Approach

  1. Revamping Predictive Scoring: Collaborating with MadKudu, we refined the scoring algorithm. This effort led to highly accurate predictive scoring, a key part of our strategy.
  2. Applying New Scoring: I applied this scoring to all accounts. Consequently, it aligned them effectively, sharpening our targeting strategy.
  3. Expanding the Account Base: In partnership with Zoominfo, we added ~22,000 new look-alike accounts into SFDC. As a result, this expanded our targeting horizon.
  4. Strategic Account Allocation: ~8,500 of these accounts were scored Very High or High. Each of the four territory managers received a portion for targeted engagement.
  5. Concentrated Territory Targets: The accounts were narrowed down further. Each AE focused on the top 100 accounts in their territory.
  6. Marketing Collaboration: I also worked with the marketing team. Together, we identified 5,000 additional growth accounts.
  7. Executive Decisions: Lastly, we chose 3 key accounts for special attention. This step was crucial in our strategy.

The Results: A Revenue Leap

The RevOps-focused account target strategy overhaul led to a surge in ARR. Impressively, it jumped to $17M and then to $31M in two years. All other key metrics increased as well: CVR%, AOV, and LTV.

Building on Success: ABM and RevOps Playbook

These changes were part of a broader ABM strategy. I focused on this as part of a strategic project we highlighted when building my RevOps Playbook. This playbook ensured effective tracking and strategy refinement.

Conclusion:

This experience highlights the impact of strategic RevOps changes. By aligning sales, marketing, and customer success, the company achieved remarkable growth.

Call to Action:

Looking to transform your company’s growth through RevOps? Contact me to explore a custom RevOps strategy. Together, we can elevate your business to new heights.

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