I speak with lots of business owners and leaders on a regular basis and a common thread I’ve noticed is that a lot of them have great ideas and know things they want to do and the ultimate goals and revenue targets they want to reach, but they just don’t know how to get started.
I’ve laid out here what I’m calling my RevOps Starter Pack as a guide to help you if you find yourself in a similar situation:
A Two-Phased Approach
Phase 1: Setting the Foundation
-Self audit what product material, go-to-market messaging and ideal buyer profiles you currently have
-Take your current customers and areas you see growth opportunity and build out an Ideal Customer Profile (ICP) framework along with buyer personas
-Using your ICP and buyer personas as well as your current messaging and content start to lay out a core narrative script. I’ve used the below framework in the past and feel that it’s quite simple to build from. This core script will be the nucleus of all external sales and marketing messaging
Storytelling Framework
Situation: What’s the state of the world and in your market?
Complication: The change in the stable situation. Why your business is needed.
Question: What needs to be solved?
Answer: The process of answering the questions raised
Phase 2: Activation
-Using the ICP and buyer personas you built start to create a list of potential companies to target. You can use free tools like LinkedIn, ZoomInfo or others to begin building this list.
-Using your core narrative script start to build out email messaging templates that touch on the pain points your buyers are feeling and align this to your core narrative
-Set up a digital email campaign sequence to the buyers and companies from your list using the above emails you’ve created. You can use a platforms like HubSpot, Mailchimp or similar.
Once you have these two phases complete you have a strong foundation to build from and can start to bring in other inbound marketing channels like organic/paid social, paid search, events, and webinars. From there you can begin to build a thought leadership presence by creating content focused on delivering your core narrative to the buyers you’ve identified in market.
Have more questions or want to talk through how this approach might look in your organization? Feel free to reach out to me directly to chat!
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