B2B Expert Roundup: What is the Link Between RevOps and Client Experience?


What is client experience?

Insights and recommendations
from industry experts

Mary Barba

This is where RevOps' inseparable connection to the client experience happens. It is found in the concepts of "force" and "friction."

Force is any program or strategy you implement to speed up your flywheel, and friction is anything that slows down your flywheel. You can think about force as the places your company makes investments to make the client experience better.

Friction is a much more nuanced tool than force, and it is very much in line with the sorts of things you will do in RevOps.

There are two main ways to go about removing friction from your flywheel and client experience. You can remove the friction that your clients and prospects face directly, and you can remove friction from internal teams who work with your clients and prospects.

Some examples of friction your prospects and clients might experience include:

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    Long wait times when calling or chatting in for client support,

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    A lack of response to internet forms,

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    Difficulty finding information on your website,

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    Requirements to talk to employees for tasks that could reasonably be handled through self-service options,

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    Delays in delivering your product or service,

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    Faults in your products or services,

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    High prices, or

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    Surprising fees.

Anything you can do to improve your client experience will have a positive impact on your revenue, as well as your clients.

For internal processes, the approach is the same. Search for friction that holds your client-facing teams back from providing a world-class experience to your clients and prospects.

Some examples of internal friction include:

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    Different systems of record, or sources of truth, for different teams;

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    Difficulty finding client information,

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    Duplicate or conflicting processes for different teams,

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    A lack of consistent processes for individual teams,

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    High employee turnover, or

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    Insufficient employee onboarding and training.

About the author:

Mary Barba thrives as HubSpot Academy's Associate Inbound Revenue Operations Professor. She holds a Bachelor of Science degree from Drexel University and is certified in "Instructional Design Essentials: Models of ID" from LinkedIn Learning. She holds HubSpot Academy certifications in Inbound, Inbound Marketing, Inbound Sales, HubSpot CMS for Marketers, Service Hub Software, HubSpot Marketing Software, HubSpot Sales Software, and Content Marketing.

Mary is a self-proclaimed "philomath" (a lover of learning) with a fanatic-level admiration of all things SaaS, tech, and inbound and has a thirst for perpetual skill development. In her spare time, you can find Mary dreaming of being Leslie Knope from Parks and Recreation and spending countless hours with her family, friends, and dogs.

Briana Yarborough

About the author:

Briana is a seasoned RevOps Leader, co-founder of a RevOps solution in development, and serves as an advisor and executive leader for several high-growth start-ups where she utilises her 15+ years of expertise in GTM strategy, SaaS, Supply Chain, Revenue Operations, Strategy, General Operations, Finance, Procurement, and Business Intelligence.

Briana is an active thought leader of RevOps in multiple revenue communities and is a champion and engaging member of a number of communities created for marginalised groups. She most recently received recognition for being one of the top 25 RevOps Leaders of 2022 by Revenue.io, and has been featured in leadership articles sharing her road to RevOps story.

Cheryl Mortenson

About the author:

Cheryl is a Client Success Manager and Sales Operations leader at Abricto Security with 15+ years of experience in backup/disaster recovery, networking, information security, and critical communications technology industries. She has specialised in business analysis, administration, and reporting, assisting several high/hyper-growth companies to mature their processes to increase efficiency and productivity whilst ensuring an exceptional client experience.

Nate Rivera

About the author:

Nate is a revenue operations consultant who built his career by following the road less traveled and committing to a life of sustainable happiness and professional success. Through his unconventional approach to life, he has found success by approaching business with a holistic mentality and emphasising the philosophies of intentional living.

Jasmine Powers

About the author:

Jasmine Powers is the CEO of Jasmine Powers Multimedia, a full-service Go-to-market strategy and RevOps consultancy providing content marketing, revenue operations solutions, and training for SaaS companies, digital agencies, and nonprofits. She resides in New Orleans.

Trent Anderson

About the author:

Trent's Head of RevOps at Podchaser, the podcast discovery database used by brands, agencies, and media organisations to power up their podcast insights.

Shantanu Basu

About the author:

Shantanu Basu helps hyper-growth businesses by aligning internal and external value chains in a way that maximises the capture of the value being created by product or service teams.

Whether scaling a high-growth tech unicorn, transforming a 200-person organisation, setting up new business development teams in China, or teaching his sons to work their way through a negative-banked turn on a Karting circuit, Shantanu is most excited when he is helping solve fundamental problems and spurring on growth by capturing value.

Colin Veerkamp

About the author:

As a leader in Revenue Operations, Colin Veerkamp brings his experience from the back offices of securities and uses this to think creatively about how to align all business units around the client's lifecycle and the revenue cycle by designing and implementing systems across the organisation through tools, automation, and best practices.

David Verwey

About the author:

For the past 14 years, David has assisted countless North American technology companies expand into and grow rapidly within international markets. Today, as EMEA Vice President and DPO at INFUSE, David has established and continues to lead the rapid growth of the EMEA division and its operations, managing the sales, marketing, and sales enablement teams from his base in the United Kingdom.

Jeff Medley

About the author:

Jeff Medley has spent the last 10 years of my career helping young technology startups navigate hyper-growth environments, acquisitions from both sides of the coin, and growing teams and tech stacks. From pre-Series A to mature, private-equity-backed organisations. Jeff has built teams from the ground up and established scalable processes for successful organisations. Jeff is currently the Head of Revenue Operations for Covered Insurance Solutions and the owner of Spoak Revenue Consulting.

Ben Stroup

About the author:

Ben Stroup is Chief Growth Architect and President at Velocity Strategy Solutions, a next-generation business strategy, and management consulting firm focused on helping ambitious leaders align teams, simplify technology, eliminate friction, and drive revenue. He is a futurist, disruptor, and data champion having served organisations from $5MM to more than $500MM in revenue for more than 18 years.

Ben has written and edited dozens of books on leadership and growth and is a frequent speaker, podcaster, and guest for business and industry groups. His most recent book, Master the Pivot, was released in 2020. Ben and his wife and two boys live in the Nashville, Tennessee area.

Mohit Babu

RevOps ensures that each data point generated through the omnichannel engagement of clients is put in the right perspective with relevant actionables. This ensures a smoother client experience as they explore the product in a preemptive manner. For example, the key data captured during the sales & delivery process, along with engagement metrics, could be the feeder for feature enhancement without the client explicitly requesting it, enhancing the wow factor for clients.

About the author:

Mohit is the head of RevOps at Skit.ai. He was previously associated with Exfinity Venture Partners as Principal where he was responsible for the identification and closure of possible investment opportunities. Prior to this role, he was the first employee in the Strategic Initiatives Team at Regalix supporting product and market expansion.

He started his career with Finisar Corporation, Malaysia as a Process Engineer where he was involved in project management and process excellence for engineering and manufacturing environments.

Wayne Kelley

About the author:

Wayne Kelley graduated Summa Cum Laude from Arizona State University with a degree focused on Integrated Arts and Science. Wayne has been in marketing for the past 5 years working mostly in digital marketing, content marketing, event marketing, and Marketing & Sales Implementation. Most recently, Wayne has taken his career in a new direction by focusing on Revenue Operations with a HubSpot elite agency.

Don Raleigh III

About the author:

Don Raleigh III is the second generation at Evolve Systems and operates as the RevOps Manager for the team. Don leads his team by being a connector, collaborator, and passionate team member. By working with clients as well as partners, it is Don's role to ensure that both parties have mutual success when engaging in formal business partnerships.

Katerina Manova

About the author:

Currently on maternity leave, combining it with sharpening data analytics skills by learning Python and SQL. Experienced with mostly B2B SaaS companies start-ups in Europe and US. Developing their operation teams from scratch to scale.

Jack Hargett

About the author:

Jack Hargett is the Founder of BisonRS, a Revenue Operations Recruitment company based in the UK, serving SaaS Technology companies from startups to enterprises in the UK and Europe.

Karl Evans

About the author:

Karl Evans is VP Revenue Operation for EdgePetrol. He is a business growth strategist, process automation specialist, and fractional RevOps expert, specialising in helping companies design/implement scalable business processes and strategies that optimise both growth and profitability.

Sibil Samuel

RevOps are the new gatekeepers of Client Experience, as they enable processes, Go to market (GTM) strategies and technology implementation. They help companies build an operating model that will drive alignment across all teams, build efficient processes and generate predictable revenue with data, insights, and orchestration capabilities.

RevOps teams are responsible for ensuring that everything works, from segmenting, contacting, managing client data, nurture programs, and retention. They are the people who set every client-facing team up for success. As such, they are the orchestrators of the client experience.

About the author:

Sibil Samuel is the Marketing Ops Lead at Assent and a RevOps nerd. Sibil has been in the Operations and Technology fields for over 10 years, guiding companies to develop and execute tech stacks and processes that will support their GTM strategy and growth.

Mark Kelly

My truly honest belief is that a strong RevOps team acts as the engineering team for the revenue engine in an organisation. Their expertise spans Sales, Marketing, Client Success, and even dips into Product Development, and HR.

Their knowledge and experience about how revenue is created, maintained, and lost in an organisation, combined with a deep understanding of the drivers of each, enables them to not only have an opinion but one that is typically data supported.

They are able to see around corners that others cannot, and therefore enable the organisation to provide stronger buying processes, and much better client experiences because of this.

About the author:

Mark Kelly is a strategic and visionary executive who has leveraged his unique combination of education, business experience, and marketing and sales leadership roles (from start-ups to F500 companies) to transform revenue teams into high-performing revenue generation engines.

Mark uniquely focuses on the intersection of finance, operations, technology, sales & marketing, and analytics. He is active in the business and technology communities across Kansas City, where he lives with his wife and 3 sons.

Cal Cavness

About the author:

Cal Cavness is the Head of RevOps at MODintelechy, an agency providing marketing, sales enablement, and renewals operations services. He leads a holistic approach to drive revenue for clients—by creating focus, simplifying processes through data-driven insights, and encouraging collaboration between marketing, sales, client success, and business intelligence.

Mario Maier

About the author:

Mario Maier is a self-employed CRM & RevOps consultant & trainer with a 100% focus on the HubSpot CRM platform and 12+ years of B2B practical experience. His consulting focuses on the strategic, organisational, and technical introduction of marketing, sales, and client service automation based on the HubSpot product landscape.

After more than a decade of experience with international start-ups and corporates, Mario has been supporting companies as a freelance consultant since July 2019 with the introduction and optimisation of the NextGen CRM platform and has more than 50 HubSpot projects in the corporate and enterprise area.

Matt Hadreas

About the author:

Matt Hadreas is a passionate RevOps and GTM leader, curious technologist, and father of 2 incredible kiddos.

Nelly Nechaev

About the author:

Nelly Nechaev is the VP of Client Success at ScaleOps - Israel’s leading Revenue Operations Company. With extensive experience developing and managing teams and implementing processes & systems, Nelly develops catered sales processes for multiple Saas companies, whilst building the company’s foundations internally.

At ScaleOps, she works with B2B companies of all sizes to build and optimise clients' operational foundations - looking at the full funnel - so that they can scale in the best way possible, and increase revenue.

Courtney Chatterton

About the author:

A former RevOps Analyst turned Business Strategist, Courtney Chatterton is a Writer and Consultant in the B2B Tech space. Her interests include improving email marketing experiences, "life-hacking" marketing automation tools, thinking holistically about the GTM process, and adding far too many Slack emojis to every workspace she joins. Courtney lives in Chicago with her girlfriend and their two cats, where they advocate for accessible mental health and LGBT+ youth, all whilst critically analysing media and pop culture. You can learn more by visiting her website, courtneywrites.tech

Sam Arnold

About the author:

Sam Arnold is a Strategic Account Executive at CaptivateIQ, where he advises RevOps and Finance teams on the adoption of new technologies for performance-based compensation plans. He lives in San Francisco, California.

Ana Rottaro

About the author:

Ana Rottaro graduated from Carnegie Mellon University with a degree in economics. After interning at the US Dept. of Treasury, she decided to pursue a career where she could see the impact of change quickly—Ana found this niche in small, high-growth companies.

She is passionate about connecting the dots between lofty, ambiguous C-level goals and simplifying the work-streams of the teams needed to achieve those goals.

Wendy Lampert

About the author:

Wendy Lampert graduated from Purdue University with a BS degree in Hospitality and Tourism Management. Wendy has spent over 10 years servicing internal/external clients and has learned and redeveloped the processes, as well as blueprints of each company’s successes.

Her journeys have helped both broaden her horizon and appreciation for people, cultures, and methods, as well as, contributed to her success as a collaborative leader with a deep expertise in operations, people, training, and development, along with systems and processes.

Lampert is dedicated to self-improvement, reflection, and continually challenges herself and her teams to exceed expectations.

Alyssa Yap

About the author:

Alyssa Yap helps businesses align and streamline revenue teams with the right tech stack, optimise CRM (so they can actually get useful insights), and automate processes —by leveraging HubSpot as the central business engine.

Her approach to marketing is data-driven; focused on optimising the buyer's journey and using the inbound methodology with RevOps.

Alyssa believes that marketing and sales work together like Batman and Robin—-you get the best results when both work in tandem. Her experiences in client service and sales have given her a strong understanding of client pain points to recognise the "why" behind their behaviour and develop client-centric marketing strategies.

Final Thoughts

Thanks again to our contributors, we have been able to break down what makes a client experience strategy successful when combined with RevOps, as well as other valuable insights.



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