Within the RevTech realm, Marketing Operations (MOPs) emerges as a linchpin for success. This specialized team is responsible for orchestrating the intricate dance between technology, data, and marketing strategies. Building a robust MOPs team within your RevTech department is akin to setting the stage for a high-impact performance.
As someone who helps global B2B technology clients put teams in place, as well as building a large MOPs team that operates globally here at Agent3, I have drawn on my learnings and experience to create a 7-step blueprint to help you assemble a winning team.
1. Define Clear Goals & Objectives:
Before assembling your dream team, define your RevOps objectives. Understand the specific challenges your organization faces and set clear, measurable goals. Whether it's improving lead conversion rates, streamlining sales processes, or enhancing customer retention, having a well-defined roadmap is crucial. Once you have done this, you can then look at the skills and personalities you will need on the team to achieve these goals.
2. Cross-Functional Expertise:
Marketing Operations is all about breaking down silos and fostering collaboration. Look for team members with diverse skill sets and attitudes to positively influence all stages of the buyer journey, rather than focussing in simply one area (i.e. generating MQLs) This diversity ensures a holistic understanding of the customer lifecycle and enables your team to address challenges comprehensively.
3. Data-Driven Decision-Making:
A successful MOPs team relies heavily on technology and data analytics. Hire individuals who are proficient in data analysis and can leverage insights to drive strategic decisions. Familiarity with CRM systems, marketing automation tools, and data visualization platforms is a plus. Given RevOps heavily relies on technology to streamline processes and enhance efficiency. Look for individuals who are comfortable navigating the tech landscape, adapting to new tools, and optimizing existing systems.
4. Clear understanding of the power of inter-departmental alignment
Effective communication is the backbone of any collaborative effort. Seek team members who can articulate complex ideas, facilitate cross-functional communication, and bridge gaps between different departments. The ability to convey the importance of RevOps initiatives to various stakeholders is vital for success. Organizations should therefore be looking for people who, in addition to technology skills, have a deep understanding of how interrelated departments work, the challenges they face and - importantly - the processes required for success, including the lead management process and sales enablement.
5. Adaptability and Continuous Learning:
The business landscape is ever-evolving, and your MOPs dream team should be ready to adapt. Seek individuals with a growth mindset, someone who understands ‘full funnel’ thinking, a willingness to learn, and the ability to embrace change. This adaptability ensures your team remains agile in the face of industry shifts and emerging technologies.
6. Collaborative Culture:
Building a MOPs dream team isn't just about individual skills; it's about fostering a collaborative culture. Encourage open communication, teamwork, and a shared commitment to the overall success of the organization. A cohesive team is better equipped to navigate challenges and drive positive outcomes.
7. Invest in Training and Development:
Provide ongoing training and development opportunities to keep your team members at the forefront of industry trends and best practices. This not only enhances individual skills but also ensures the entire team is equipped to tackle new challenges as they arise.
By carefully selecting team members with diverse skills, a collaborative mindset, and a passion for continuous improvement, you can build a Marketing Operations dream team that drives organizational success. Remember, the success of RevOps is not just about the underlying technology—it's about the people who leverage it to create a more efficient and revenue-focused organization.
In this video I discuss some of these steps above, as well as shifts I have witnessed in MOPs teams, both in-house and in agencies. If building the right team is something you’re grappling with currently, please feel free to reach out for a no-strings conversation. I’d be happy to help!