In collaboration with MT/Sprout, Joost Peters
Make better business decisions and respond faster to customer needs? Get the right insights by integrating your CRM with the rest of your organization. And immerse yourself in the growing possibilities of AI, says commercial director Henry van Olst of Bright Digital. 'AI is currently causing a huge acceleration within RevOps.
More and more companies are choosing RevOps (Revenue Operations) to improve collaboration within their commercial processes and increase efficiency. The way RevOps is implemented varies in practice, notes commercial director Henry van Olst of HubSpot-agency Bright Digital.
"Basically, RevOps always comes down to the planned removal of bottlenecks across the axis of marketing, sales and customer service. In the end, you simply want as many deals to be signed as quickly as possible, and then the customer to be as satisfied as possible.'
Good insight is crucial
Achieving these RevOps goals requires insight. Van Olst: "Where is there sand running in the engine? And where perhaps just a little more oil is needed so that it runs more smoothly? If you know that, you can implement targeted process optimizations and make well-founded choices. What does your company focus on and what doesn't? Good insight, based on high-quality data, is crucial for setting the right priorities.
Data quality
And that data quality is precisely where things often go wrong, Van Olst observes. What is the average lead time of the order process? What do your customers buy and what don't they buy? How is this related to other customer characteristics? These and numerous other data points form the basis for your analysis, but they are far from always in order in every organization. As a result, a good foundation for RevOps is missing.'
Primary systems
Data becomes more accurate the closer you get to 'the heart' of the organization, Van Olst continues. 'Not for nothing is a CRM platform like HubSpot, which traditionally often functioned as a separate island, increasingly being linked to an organization's primary systems, such as the accounting package, the ERP system or the order management system. It is precisely in these systems that data are often validated, by an external accountant for example. That makes them extra reliable.'
Connected CRM
In short, a 'connected CRM' retrieves data from the entire operation. What is the actual turnover per customer? What are the actual turnover rates in the sales funnel? Which product groups run best and which do not?
According to Van Olst, companies that really want to implement RevOps properly cannot escape such a connected CRM platform. But: even then it is important to keep your data up-to-date in all primary systems. Above all, make someone within your organization responsible for keeping your data up to date.
Artificial intelligence
Meanwhile, the speeding AI train has also reached the world of CRM. Recently, vendors such as Salesforce, Microsoft and HubSpot introduced targeted AI applications to further refine the entire process of data-driven CRM.
For example, HubSpot recently presented its AI engine Breeze, which helps sales teams increase productivity and simplify work processes. In parallel, data intelligence solution Breeze Intelligence can enrich data and analyze buying intent, allowing companies to identify prospects in a more targeted way and improve conversions.
Low-hanging fruit
Developments are currently going - as the cliché goes - really fast, Van Olst outlines. The basis of RevOps is and remains that you use your time and money as smartly as possible, based on data-driven insights, for the highest possible return. Nothing changes about that, of course.'
But: AI is currently accelerating this process tremendously by constantly identifying where the "low-hanging fruit" is. What potential deals could you cash in on with minimal effort? Which promising contacts haven't spoken to you in a while? Which customer support tickets do you need to resolve quickly for higher customer satisfaction?
'A platform like Breeze constantly comes up with numerous recommendations that you can implement immediately for maximum commercial gain,' Van Olst said.
AI agents
In the subsequent implementation of these kinds of optimizations, Van Olst says, so-called AI agents are increasingly being used. These virtual, AI-powered "team members" support commercial teams by performing specific tasks at lightning speed; from analyzing social media and conducting lead research, to sending automated responses to support requests 24/7 and producing content in the tone of voice of the customer.
CRM and marketing automation are thus truly entering a new phase, Van Olst believes. 'A lot of manual work has already been automated in the past decade, and AI will further accelerate that development. As a commercial director, immersing yourself in these kinds of developments is crucial, I think, if you don't want to fall behind. At the moment there are still few companies that have truly integrated AI into their commercial processes, so there are still plenty of opportunities to distinguish yourself. Above all, get good advice in this area.'
'At the same time, it is important not to lose sight of the basics. Optimizing your commercial process starts with keeping your core data in order. You can formulate all kinds of sky-high ambitions around AI, but if your CRM or marketing platform is still not linked to your other basic systems, you are actually already behind. So that's a good starting point for anyone who really wants to get optimal returns from their business.
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