Here’s the business problem that all this helps to solve: for a lot of organizations, marketing generates leads, passes them to sales, and for a lot of them, no one really knows what happens. Some of them will go on to purchase, yes, but for a rather large percentage of them, no one really knows what happens, and this means that there’s a ton of revenue being left on the table out there.
It’s kind of neat how all this morphed. I don’t like the idea of calling it “Sales Training” because anything with “sales” in it seems to carry a negative connotation. I didn’t really like calling it “Communications Training,” either, as that seems really vague, like “Communications for what? Different roles require different styles of communication.” I get that.
So, after tons of research and experience at different organizations and spending time on both sides of the marketing and sales fence, and a good handful of successful meetings and training sessions (and a few not-so successful), I have finally narrowed it all down to what this actually is: “Revenue Operations.”
Yes, I know that too can be a bit vague, like: “Oh, here’s the latest business buzzwords that make it possible to call something that’s geared towards sales training something other than ‘sales training’ …”
But seriously, this really is an end-to-end strategy that provides a solid, research-based (and empathy-based) framework for communicating with your business’s clients all the way from 1st contact through renewal. What’s different about this strategy is that it focuses on moments that matter from the buyer’s perspective and really helping your client-facing team members be as prepared as possible to really deliver and capitalize on those moments, all the way from marketing to sales to account management and support.
Chris Voss was the nation’s top FBI International Hostage Negotiator for many years, and he says that: “In times of crisis, we don’t rise to the occasion … we fall to our highest level of preparation.” I know “crisis” sounds a bit extreme here, but after retirement, he went on to form the Black Swan Group and does business consulting where they teach FBI Negotiation Tactics in business applications.
It’s pretty cool stuff, but fact: there are tons of resources out there regarding sales and marketing and business and communications and leadership and account management and so on and so on and so on …
From what I’ve seen, it all seems to be fragmented and silo’d in different books and websites and videos and Ted Talks and YouTube videos, but then again … it’s probably pretty much impossible to provide a single resource that covers the communicative aspects of all the elements of the customer life-cycle in much detail …
That being said, I’m doing it. I see a business need for this that transcends products or industries and even whether or not an organization is business-to-consumer or business-to-business.
I am creating resources on this that are focused on the communicative aspects that provide a more holistic, end-to-end framework on how to implement this in your business, and by doing so, your business will capture more revenue throughout the lifecycle of your customers by providing objectively better experience at each interaction.
But books can really only tell so much, so I’m also developing digital courses on all of this, too. It’s pretty exciting and I know it’s a lot, but it will be relatively easy to digest and I promise it’ll make tons of sense. Enjoy!
PS: I said “Modern (and primitive) Revenue Operations” in the title because everything I’m developing is geared for modern, relevant applications, but the root of everything I’m presenting is based in neuroscience, which means that it’s designed to go in-line with how the human brain, because of our evolutionary hardwiring, prefers to receive and process information. Thanks!