RevOps Cares More About Messaging Performance Than You Think

From Said Differently: A Show About B2B Storytelling · 31:34

Show by Troupe.ai

How much MORE revenue can we get by using better messages and talk tracks? Revenue and Sales Operations certainly care, as does Marketing. This convergence might be considered "right brain meets left brain," creativity meets logic and optimization. But when the stakes are high for B2B go-to-market investments, these two areas must combine to create a virtuous cycle: messaging and talk tracks get measured, and then those measured outcomes can inform go-to-market behavior and sales execution, and then you can iterate and scale-up a higher-forming narrative.In this episode of Troupe's podcast program SAID DIFFERENTLY, seasoned RevOps leader Jeff Serlin (formerly with Pendo, Marketo, Intercom, Campaign Monitor) joins host Jennifer to discuss why RevOps should NEVER be left out of messaging impact discussions.They also get super tangible: Jennifer takes Jeff through some specific real-world examples of messaging performance to ask him how he would act if given that data in a RevOps role, with the goal of improving pipeline and sales wins.Key moments in this episode:04:50 = RevOps isn't the first function that comes to mind when a company thinks about building its go-to-market story plan and messaging house. But let’s get RevOps’ perspective on why they care and should matter.07:45 = Sales will use what works, but how do you know what messaging is working, how do you isolate it? Why it’s historically been harder to measure vs. other factors that help with pipeline conversions.09:39 = How has Jeff in his storied RevOps career gotten involved in initiatives related to go-to-market messaging.010:46 = Those working on messaging need to get close to how it’s performing in real situations, such as in sales calls and on trade show floors. Learn what the best sales reps are communicating that help make them successful.13:22 = This doesn’t mean sales should own the messaging narrative, but there should be a clear, smooth, and non-subjective path to getting feedback to the marketing owners about what's working vs. not, so that everyone can collectively get better together.15:13 = Play a game of “What would you do in RevOps?” using data from Troupe that reveals how well certain messages are performing relative to revenue influence. First example reveals that this customer's fundamental messaging pillars are depressing win rates compared to their overall baseline.19:50 = Second example concerns a sizable number of deals that haven’t received any of this customer's proven messaging in a while, leaving them at risk.24:00 = Third example: Sales reps are deviating from messaging or creating new messages, and some is working, some isn’t. 26:18 = For companies who are growing and hitting their revenue goals, why messaging performance measurement is still an important area to invest in. Additional resources on Troupe's messaging-to-revenue insights: https://www.troupe.ai/stories/see-and-act-on-revenue-at-stake-from-messaging-insightsCredits:Troupe.ai for sponsorship: https://www.troupe.aiGraphic and production support: 24 and UpMusic: https://pixabay.com/users/backgroundmusicforvideos-46459014/Said Differently is sponsored by Troupe, the AI hub for messaging success. You can watch the video versions of these podcasts on our YouTube playlist.

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