In a dynamic and ever-evolving B2B marketing landscape, account-based marketing (ABM) has emerged as a key strategy for targeting specific accounts and aligning marketing and sales efforts. During a recent "Revenue HUG" event on October 10, 2024, Galen Dow, an expert in account-based strategies, shared insights on ABR and how his platform, BrandGen.io, integrates with HubSpot to make ABM more accessible, particularly for smaller and mid-market businesses. The following blog post recaps this presentation, offering a comprehensive look at how to use account-based strategies to drive revenue growth.

Revenue operations is a rising star in the world of business. Often defined as a business process that drives predictable revenue by aligning sales, marketing, and customer success, revenue operations is a newer function that Gartner predicts will exist at 75% of the world’s highest growth companies by the year 2025. 

The landscape of the workforce is changing. There are new industries emerging. Business processes are further being digitized. That’s why it really is no surprise that there are also new job positions and responsibilities being created each year.

Revenue Operations, better known as “RevOps,” takes all of your processes in your business and aligns them all with the central goal of your business, which is to serve customers first and generate ongoing cash flow and growth second. However, investing in RevOps without doing the same for user experience (or “UX”) is a waste of time, because you can’t optimize income and cash flow without first focusing on your customers’ needs, perceptions, and expectations.

How can sales teams benefit from having sales and revenue operations in place?

There are 4 core ingredients of RevOps teams: strategy, tools, enablement, and insights. Enablement ensures that corresponding teams have the necessary training and support required to fulfill their responsibilities.  

Whether in politics, athletics, or business, every successful team needs a goal-oriented leader to steer the way. Without leadership, there is a lack of direction, disorganization, and little chance to achieve the desired outcome.  

As the business world becomes more saturated and the level of competition increases, business leaders have innovated how they run their business and the service they give to customers.  

Revenue operations function by bringing an organization's marketing, sales, and customer success departments together to ensure smooth end-to-end management. This approach is meant to "breakdown" any siloed activities between these teams.