Navigating the Intersection of MarTech and RevOps


Michael Piddock is an entrepreneur, SaaS founder and B2B marketer. He’s the CMO at Second Voice, an Outbound Gross sales as a Service platform, and operates as a Fractional CMO at Lead Out Labs.

Pressure between gross sales and advertising groups dates again a minimum of 300,000 years. The Neanderthals who first found hearth have been clearly entrepreneurs as a result of whereas the gross sales groups have been out looking for the meals to maintain everybody alive, they have been again within the cave experimenting, creating an exquisite beacon to draw individuals and strengthen their neighborhood. Plus, a flame makes a kick-ass brand.

It’s this stability between the immediacy of ready-to-buy prospects and the broader ‘constructing of name’ that has come to outline the battle between gross sales and advertising. That is then amplified by the attribution downside, as as soon as the brand new shopper has been secured, each groups are prone to need to lay declare to the important position they performed within the course of.

Ever since these divisions emerged, know-how has been developed to behave as a bridge between them. By no means extra so than with the dramatic explosion in MarTech (know-how to reinforce and streamline advertising actions) within the final ten years. This has been additional bolstered by the newer emergence of the RevOps perform (operational actions designed to encourage coordination and collaboration throughout all revenue-focused groups) with its personal quickly increasing suite of instruments. 

However is it now creating extra questions than it’s answering?

A fast historical past lesson

Leap ahead from cavemen to the flip of the 21st century, the place the trendy gross sales and advertising tech stack largely owes its roots to Salesforce. It blew the dusty CRM market aside with an early SaaS product that took numerous the accountability for purchasing and managing the know-how out of the IT workforce and positioned it within the palms of the enterprise items. Usually instigated and managed by advertising, it relied upon salespeople to make use of, enrich and preserve clear the info on the platform, popularising the phrase “Rubbish In, Rubbish Out” (or “SISO” right here within the UK) within the advertising lexicon.

And so there was a brand new beef for the warring siblings of gross sales and advertising to struggle about…

After Salesforce, the SaaS market emerged slowly after which exploded. Scott Brinkler’s prototype MarTec Panorama, printed in 2010, featured 142 corporations. On the time of writing, the 2023 model options 11,038. It has featured “Gross sales Enablement” instruments since 2014, suggesting that the accountability for buying has remained with the advertising workforce, even when gross sales groups are the principle customers.

Because the instruments emerged, so did the specialist roles to get probably the most out of them, or expertise have been developed to keep away from getting left behind. Bigger organisations employed devoted Advertising Operations individuals, whereas, extra generally, entrepreneurs tailored and embraced know-how as a core a part of their job. There was now not a divide between “advertising” and “digital advertising”—it was simply all “advertising”. You wanted to study tech.

Extra just lately, nevertheless, the RevOps position has emerged. This implies gross sales are getting in on the act and demanding better management over the instruments, methods and processes that drive their success. This additionally implies that gross sales groups are the consumers, the decision-makers, implementers and managers of their know-how stack.

And, in fact, this butts horns towards advertising’s tech stack and actions.


What are the problems now?

Let’s pull collectively a listing of 5 key areas wherein advertising and gross sales groups nonetheless look like misaligned. From this, we must always be capable to dive into the position that know-how has performed, each in creating these misalignments and addressing them.

1. The information conundrum

We’re awash in a sea of information: buyer info, leads, and marketing campaign metrics are important for each features. However as we mentioned earlier than, any rubbish going into that sea pollutes everybody, so who polices these “worldwide waters”?

2. The lead relay race

Leads are the lifeblood of any enterprise, however they must be outlined persistently and circulation seamlessly between the features and the applied sciences they use. However who owns the plumbing, particularly now this may be constructed with low-code and no-code instruments?

3. Social as a gross sales channel quite than a medium

When social networks emerged, they have been firmly entrenched in advertising’s world of broadcast, neighborhood constructing, model and promoting. However now, with the rise of particular person manufacturers and social as a legitimate and efficient gross sales channel, how can advertising leverage every member of the gross sales workforce and keep away from gatekeeping individuals appearing in a private capability?

4. AI’s position in personalisation

Synthetic Intelligence is a game-changer, enabling mass customisation and personalisation of emails, making outreach simpler, however blurring the strains between what constitutes a advertising exercise and a extra personalised gross sales exercise.

5. A cheerful dwelling for SDRs?

The Gross sales Growth Consultant (SDR) position (figuring out, qualifying, contacting and nurturing potential leads from each inbound and outbound actions) has at all times straddled each gross sales and advertising. But it surely now extends past chilly calls to creating technology-driven outbound sequences that resemble advertising campaigns greater than conventional gross sales pitches. So the place do their loyalties (and reporting strains) lie?

How has know-how influenced these challenges?

That is in no way an exhaustive listing, nevertheless it does embody the broad areas the place we see points at Second Voice, each throughout our shopper base and the broader pool of companies with which we work and seek the advice of.

What’s actually attention-grabbing is that whereas these will not be new divisions between gross sales and advertising, it’s the emergence of know-how that has made them extra evident:

  • A bigger vary of interconnected instruments makes dangerous information extra doubtless
  •  Low/no-code know-how connections like Make or Zapier have additional eliminated IT groups
  •  Social media is now all-pervading and a reputable direct gross sales channel
  • AI is popping entrepreneurs into salespeople, salespeople into entrepreneurs, and SDRs into each

Simply as know-how has contributed to extra confusion between the 2 groups, it additionally brings an unlimited alternative to unify them greater than ever earlier than. What’s clear from this listing is that now the division is just not as a result of gross sales and advertising are two warring tribes getting additional and additional aside of their ideology. As an alternative, know-how is blurring the strains between what advertising and gross sales are, who a marketer or salesperson is, and what they do. It’s the overlap that’s now the problem.

The rise of the CRO

As MarTech has blurred into Income Operations and gross sales groups have gotten far more actively concerned in know-how choice, integration and efficient use, we’re transferring in the direction of a unifying idea that mixes gross sales and advertising with a shared objective: income progress.

Companies lining up each departments behind a single Chief Income Officer (CRO) are sometimes in search of to raised coordinate the efforts of those two departments for max influence.

Maybe the clearest distinction between the position of a CRO and her conventional equal—the Gross sales and Advertising Director—is absolutely the reliance on coordinating know-how, instruments, and information as a lot as managing individuals.

Returning to the sibling’s analogy, the sooner incarnations of gross sales and advertising disagreements have been just like the squabbles of younger kids over who was doing probably the most chores or combating for the affections of their mother and father by being the perfect behaved. However this second wave of technology-driven challenges feels extra just like the teenage years the place everybody understands they should get alongside to make issues work, however issues are altering quick; there’s simply not numerous house anymore, and we’re bumping elbows.

Politically, the 2 groups are aligned now. They’re aligned round know-how and perceive simply how vital it’s for each of them to succeed. They get the position of information and the collective accountability to maintain it clear. And so they realise they don’t function in silos however are collectively constructing model and driving income. As a result of know-how, social media and dashboards are exhibiting them this every single day.

A unified gross sales and advertising tech workforce

In order these gross sales, advertising and SDR roles blur much more, and because the applied sciences change into extra interconnected and AI makes it tougher to separate what’s personalised and what’s broadcast (not to mention what’s human and what’s not), we’re really marching in the direction of much more unified groups.

The pure conclusion can be that the 2 groups then centralise know-how evaluate, choice, buying and administration below one unit, aligned with a typical objective (income) and assembly the wants of each advertising and salespeople. This group would have deeper data and specialist expertise to get probably the most out of the know-how, leaving gross sales and advertising to specialise the place they will actually add worth—the extra human a part of the position.

Centralised know-how experience, value-driven procurement, and coordinated vendor administration in a single place to unlock different components of the enterprise to go sooner?

Feels like an IT workforce to me 😊


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