RevOps Gone Wrong

10 Revenue Operations Failures That Are Killing Your Growth … & How to Fix Them Fast

RevOps Gone Wrong is a guide for anyone whose revenue operations system is supposed to drive growth but isn’t working at its full potential.

Whether you're a business leader trying to understand why growth has stalled despite investing in the right tools, a sales executive frustrated by a CRM your team won't use, a marketing manager who can't prove ROI, or an operations professional patching together workarounds that should have been fixed years ago, this book identifies exactly what's broken and shows you how to fix it.

Topics include:

• How to identify misaligned goals across departments and get marketing, sales, and operations working toward the same outcomes
• How to address poorly defined target audiences so your team stops wasting time and money reaching the wrong people
• How to overcome an unmapped customer journey and find the handoff failures that are costing you revenue
• How to fix poorly structured data that creates more confusion than clarity
• How to address untrained users who don't know how to use the system they've been given
• How to reconnect disconnected tools that force your team into manual workarounds
• How to deal with nonexistent performance tracking so every budget decision can be based on evidence, not guesswork
• How to deal with a lack of process compliance so good systems don't decay into old habits
• How to activate underused platform features your team has never turned on
• How to modernize aging system architecture that can't support the business you've become

You'll learn all of this through the story of Matt, a revenue operations consultant who left a successful corporate career to help businesses get their systems on track. In each chapter, you'll follow Matt as he works with a different client to diagnose a specific failure, uncover the root cause, and implement a fix that produces measurable results.

Every chapter pairs practical, platform-agnostic strategies with narrative scenes that show you what the work actually looks like, including the uncomfortable discoveries, the resistance from teams who've been doing things their own way, and the measurable wins that follow when the right fix is applied.

Your marketing team might be spending money, but nobody can prove what's working. Maybe your sales team is chasing leads that never convert. Or, your operations team might be buried in manual workarounds because your technology tools don't talk to each other. Everyone might be busy, but the numbers might not be moving. If that sounds familiar, this book is for you.