Chapter 3: Streamline Data, Reporting, and Automation Processes

Streamline Data, Reporting, and Automation Processes

Successful automation can save employees up to 50% of time previously spent on manual tasks. 

To effectively focus on streamlining and automation, you must first understand where your organisation currently stands. 

Evaluate your existing data sources, reporting tools, and automation processes.

Identify bottlenecks. Consider seeking input from cross-functional teams to view your RevOps ecosystem comprehensively.

Then, define clear objectives. Determine specific goals you aim to achieve by streamlining your RevOps processes.

These goals could include reducing manual data entry, improving data accuracy, accelerating reporting timelines, or enhancing workflow efficiency.

Streamlining data management

One of the most important aspects of RevOps is data integration.

With unified data, teams can make decisions based on a complete view of the customer journey.

Leore Spira highlighted how she utilised Salesforce to enhance centralisation and visibility. For example: 

"I think Salesforce allows you to be more agile, and you can use the platform to build an actual 360-degree customer overview. 

‘This is something that I’ve been doing in three different startups. When I was building and establishing teams, it was easy to design a solution and design milestones in a seamless process and bring everyone to the table and work on one platform.’

That way, you ensure you’re creating transparency."

This also allows for better targeting and more accurate forecasting.

Here’s how to streamline your data:

1. Consolidate your data into a single, accessible repository

This involves collecting data from numerous sources, such as CRM systems, marketing automation platforms, and sales tools, and storing it in an accessible location.

Automating data collection and entry ensures reliability and effective data cleansing and integration.

2. Use data integration tools

Platforms like Salesforce, HubSpot, or Marketo - they centralise and simplify data management, ensuring all teams have access to a single source of truth and accurate, up-to-date information.

3. Regularly clean and validate your data

Remove duplicates, errors, and inconsistencies. Consider implementing data quality tools to automate this process and maintain data integrity.

Augment your existing data with additional information, such as company details, social profiles, or firmographics.

Streamlining reporting

Effective reporting allows teams to make informed decisions and optimise processes.

Comprehensive reports create transparency and accountability. Everyone within the organisation can clearly see how their work contributes to the bottom line.

Maintaining a single source of truth is paramount when it comes to reporting. 

First, define a set of standardised metrics and KPIs that all teams can use to measure success. Ensure everyone understands the definitions and calculations behind these metrics.

Then, consider creating standardised reports for revenue teams.

Utilise reporting and analytics platforms to automate the generation of reports and dashboards.

Automation can streamline data reporting, extract, process, and analyse large volumes of data more accurately and swiftly than manual methods.

Automation tools can also track and report the performance of different digital marketing campaigns.

This reduces manual work, ensuring stakeholders receive timely updates without constant intervention.

In RevOps, it’s crucial to stay mindful and communicate the impact of these tools and processes. You have to continually ask yourself what the use case of each tool is and measure the ROI through adoption.

As Rosalyn Santa Elena, Founder of The RevOps Collective, said: 

"When you roll out something super tactical like rolling out an additional field in Salesforce to capture some piece of data, you need to then communicate how that piece of data impacts reporting.’

‘How does this give us insights into what we’re trying to achieve? And then how does it tie back to the overall goals of driving better efficiency?’

‘Maybe it’s reducing the forecast cycle, or maybe it’s five layers away from creating a new business opportunity for helping to retain business. You must always make it visible and show how it ties back to the key initiatives of the company.’ 

Rosalyn also highlights the importance of scheduling regular report deliveries to relevant stakeholders and defining a reporting cadence that aligns with your organisation’s needs. She said:

‘Getting into a cadence of communication is really important. I think a lot of people think it has to be this fancy lucid chart, or they think it has to be something super complex, but you have to start with the basics and then build off of that.’

Having structured reporting schedules allows organisations to maintain a continuous pulse on their performance whilst also enabling the flexibility to adapt to changing business needs.

For instance, a monthly report, followed by a quarterly impact report, allows RevOps teams to regularly review and assess data, experiments, and dashboards. 

Top tip: tailor your reporting cadence to your organisation’s size and the volume of data generated

You could focus on these two cadences, for example:

1. Evergreen activity

This is your ongoing, regular reporting cycle that provides a constant stream of information to stakeholders. 

For instance, monthly reports can offer a regular overview of KPIs and other relevant metrics.

2. Experiments and key initiatives

In addition to your regular reports, creating a cadence for experimental data is vital. This allows organisations to test new ideas and initiatives. 

These experiments might not produce immediate significant results, but by dedicating a separate cadence to them, you can identify when to continue or halt these efforts.

Stick to a consistent schedule to foster accountability and transparency.

Leveraging automation beyond reporting

Automation can also play a pivotal role in optimising RevOps beyond just reporting.

Automating routine tasks frees up resources to focus on more strategic activities. This can lead to increased productivity and revenue.

Automation ensures that processes are carried out consistently and without human error, resulting in higher service and customer satisfaction.

Begin by identifying repetitive tasks and processes which can be automated. Then, use workflow automation tools like Zapier, Integromat, or Salesforce Process Builder to streamline these tasks.

This ensures that your teams can focus on higher-value activities.

Lead generation is a great place to start. Businesses typically source leads through cold calling, referrals, and emails, but automation allows you to generate leads without manually sourcing them.

You can also implement grading models to prioritise leads and ensure your sales team focuses on the most high-value accounts.

You can increase speed-to-lead by automating lead ingestion, cleansing and routing. Automating lead enrichment can also identify missing data fields in your CRM and inform lead qualification and sales tactics.

This ensures that prospects are always in the sales pipeline and follow-ups are consistent and timely, maximising conversion rates.

Leverage marketing automation platforms like Marketo, HubSpot, or Pardot to automate email marketing campaigns, lead nurturing, and personalised customer journeys.

Automation tools can also ask your customers for feedback. Customer feedback can act as an early sign of churn and allow your company to take specific actions based on their comments.

Closing thoughts

By breaking down departmental silos and streamlining data, reporting, and automation processes, companies can enhance their customer experiences and improve their operational efficiency.