The importance of Revenue Operation today cannot be overemphasised as it has grown to be a business function aimed to maximise an organisation's revenue potential.
The strategy, which was developed as a direct consequence of advancement in cloud technologies, was implemented to stop hoping for revenue and start operationalising it across the entire business chain. RevOps does so by revenue optimisation activities in the customer journey.
What is Revenue Optimisation?
The management of acquisition, retention, and growth tactics to enhance revenue health and durability is known as revenue optimisation. It is the process of controlling price, inventory, distribution, and demand so that revenue is maximised (or optimised).
Revenue optimisation entails broadening and deepening your company plan beyond acquisition and focusing on your most important asset – your existing customers. It is about developing a revenue-generating strategy for every aspect of your organisation centred on bringing in genuinely good-fit consumers, expanding with them over time, and establishing a healthy customer base optimised for revenue development.
How Data will help you Achieve Revenue Optimisation
It all begins with data. Companies that succeed in revenue optimisation employ data on conversion, product uptake, customer usage patterns, signups, and churn. When it comes to continually refining your product, out-marketing the competition, and increasing revenue, the more data you have, the better. McKinsey mention in their article that organisations that gather data on their customer behaviours outperform their peers by 85% in sales growth.
To begin optimising your revenue, you must first measure and analyse your customer data to discover where your healthy revenue is coming from. If you haven't already, you should be keeping track of your client acquisition cost and lifetime value. Those figures are critical indications for many aspects of your organisation. It would help determine where your healthiest revenue or customers originate from, which necessitates extensive data collecting and segmentation.
So, once you've cleaned, organised, and made all of your important data available throughout your company, here's how to put it to work, generating revenue at your firm.
1. Segmenting Your Customers
You want to look at more than how much revenue is generated from various consumers because the healthiest revenue does not always come from the most revenue-generating area.
In general, a healthy client is one that you can recruit at the lowest possible cost, keep for the longest possible time, and serve at the lowest possible cost.
You should categories your customers based on firmographic information such as industry, company size, and yearly revenue.
Then, break them down into CAC and LTV performance to get a sense of where your healthiest revenue is from unhealthy customers.
2. Analyse Acquisition Conversion Rates
Once you've divided your customers based on healthy vs unhealthy revenue, delve deeper into their customer journeys - beginning with knowing your acquisition conversion rates and working your way down.
In this case, factors such as marketing efficacy and sales productivity would be significant. Examine how they impact MQL conversions, pipeline creation, and win rates.
Examine marketing activities at all levels, from channel to content performance.
Understand where you are performing the best to adjust or remove tasks that aren't generating value. You may even discover that a clearly defined ideal client profile does not guide your actions. You are recruiting the incorrect customers and, as a result, losing revenue in the long term.
Learn about your sales productivity. What are your account executives' and business development representatives' conversion rates? Is there a pattern you can identify - for example, which salespeople bring in unhealthy revenue? Is there a sales process gap that you can close? Or do you require further sales enablement investment?
Once you've mastered these aspects, you'll be able to be more precise and focus on particular acquisition conversion optimisation areas to make incremental gains.
3. Analyse Growth Optimisation Rates
Examine the process you took once you got customers. It is critical to fully comprehend your customer lifetime model (if you have one implemented). Follow your client from onboarding to adoption, value realisation, growth, and retention.
What are the trends that you're noticing? How long are you taking to onboard your consumers, and does it make sense based on their value? Try to understand what difficulties and roadblocks emerge throughout the onboarding process. Often, the problem is that you misled the consumer in the first place. However, it's also possible that your business and go-to-market models are entirely incorrect — for example, are you handling client onboarding for extremely low-value customers who should be self-servicing?
It is also critical to have clear measures in place for product utilisation. For example, are your healthy customers meeting your key retention indicators? What does this mean for your weak revenue stream? Can you effectively convey how your healthy customers are experiencing value now that they are utilising your product? Are you distinguishing between simple statistics regarding how frequently your consumers' check in and how your product is integrated into their day-to-day business processes?
Finally, make sure you understand your churn and growth rates. After analysing conversion rates in the end-to-end customer journey, you should precisely pinpoint what is affecting them. Any incremental improvements you make in the customer journey to optimise your conversions will directly drive revenue growth.
Conclusion
To effectively optimise revenue, you must have data. Revenue optimisation is a crucial function for RevOps since all operational efforts begin with recognising the gaps in the customer experience and where revenue may be improved via incremental improvements. Once you've arranged your processes, CRM, and analytics to track these indicators, you'll have a clear picture of what's going on in your customer journey and where immense opportunities for healthy revenue are. This will enable you to optimise and connect your acquisition approach with your growth and retention strategies. This will result in a happier and healthier client base, as well as a way to maximising your revenue for long-term business success.
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