Rosalyn Santa Elena

Chief Revenue Operations Officer

SingleStore

Vice President, GTM Operations

The RevOps Collective

The RevOps Collective is on a mission to Elevate, Empower, and Enable Revenue Operations to be the strategic differentiator of every organization to optimize the end-to-end customer journey and power The Revenue Engine. How? Through the power of Consulting, Coaching, Core Competencies, and Community.

Specializing in Revenue Operations-as-a-Strategy through 4 primary pillars:

* Strategic GTM and RevOps Advisory Consulting Services
* Fractional RevOps Leadership
* RevOps Executive 1:1 Professional Coaching and Training
* RevOps Community and Networking

Learn more at www.TheRevOpsCollective.com or reach out at info@therevopscollective.com

Founder and Chief Revenue Operations Officer

Growth Forum

On The Revenue Engine Podcast, you will hear from founders, CEO's and Revenue Leaders from hyper-growth companies and learn about their strategies to drive growth, lessons learned, and deep insights. These are the most inspirational stories from revenue generators, innovators and disruptors, as well as Revenue Leaders in Sales, Marketing, and, of course, my favorite - Operations!

The Revenue Engine Podcast unpacks everything that optimizes and powers the revenue engine!

Please listen and subscribe on your favorite platform here: https://www.growthforum.io/podcasts/revenue-engine

Host of The Revenue Engine Podcast

Pavilion

Executive Member, Dean of RevOps School and Host of the RevOps Corner

Salesloft

GTM Ambassador and Partner

WINN.AI

GTM Ambassador

Sendoso

Advisor

CaptivateIQ

Scratchpad

RevSure AI

Founder at The RevOps Collective | GTM Strategy & Revenue Operations Executive - Consultant - Coach - Community Builder | Host of The Revenue Engine Podcast | Advisor for B2B Companies | Dean of RevOps School at Pavilion

As the Founder of The RevOps Collective, an advisor for several high-growth startups, an active leader in several communities, a keynote speaker, and the host of The Revenue Engine Podcast - 

I'm on a mission to elevate the Ops function & Ops professionals. How? By providing RevOps-as-a-Strategy through 4 pillars:

🌟  RevOps Executive Coaching & Professional Development
🌟  RevOps Community & Networking
🌟  Strategic GTM & RevOps Consulting Services
🌟  Fractional RevOps Leadership

Why work with me?

🔑 Advisor to over a dozen B2B high growth startups (see Experience & Volunteer ⬇️)

🔑  25+ years of broad technology experience & over 20+ years leading GTM Ops teams

🔑  Worked at several public enterprise companies & several high growth startups from $10M to $10B

🔑  Expertise in GTM motions across enterprise, mid-market, and SMB in both sales-led and product-led models, including freemium, self-serve, consumption

🔑  Experienced in H/W, S/W, SaaS, Services across data center ops, electronic design automation (EDA), storage networking & drives, supply chain automation, data solutions/ management, e-commerce, and revenue technology

🔑  Led a team of 20+ and have been a team of 1 building from scratch

🔑  Supported global revenue teams as small as 20 and as large as 2000+

🔑  Knows how to build, scale, and grow the end-to-end GTM infrastructure (people, process, technology, data, insights, enablement, and strategy), leading to a better customer (and employee) experience

🔑  Experienced in all things Ops - marketing, sales, channel, partner, renewals, customer success, services, support, business, product, finance operations - including enablement

🔑  Deep expertise in end-to-end Revenue Operations from top-of-funnel to prospect to customer to retention and expansion

🔑  Understands how to be scrappy and iterative for today, but with an eye on scale and the knowledge of “what good looks like” at different sizes/ stages of growth. 


Top 3 Super Powers 

🌟  Communication - the ability to influence w/o authority, quickly earn trust through empathy & accountability, drive alignment, and bring everyone along the journey

🌟  Seeing around corners, identifying blind spots, and making recommendations based upon experience, insights, and creativity

🌟  Balancing between strategic thinking & tactical execution and between short term & long term


☝🏻  Learn more about RevOps and how I can help: https://therevopscollective.com


Always open to some #OpsTherapy, a chat about being a working mom, some Starbucks, and a good Black Milk Tea with Boba.

Why does lead routing feel like this? 🫣  



It always starts out simple

Then it starts to get complicated

And more complicated

And more complicated

And then you have a tangled web of rules that are nearly impossible to follow - or worse - impossible to update! 🤯 


Most of us build logic to route leads based upon static data points -

📍 geographical location
📍 company revenue size
📍 company employee size
📍 persona
📍 title


But with today's AI capabilities, I am finding technology like Default where professionals (who are not coders like me!) can build complex routing logic with automated workflows based upon -

📌  quota attainment
📌  win rates
📌  scheduling prioritization
📌  funding
📌  data from form responses
📌  data from your CRM

All in plain language vs. a bunch of "if/ then" formulas and tangled webs!

Isn't it time to stop using complex logic rule set ups?

How are you optimizing your lead routing process?




#Defaultpartner #inbound

Brand partnership • VP, GTM Operations at SingleStore | Founder at The RevOps Collective | GTM Strategy & Revenue Operations Evangelist | Coach | Community Builder | Host of The Revenue Engine Podcast | Advisor for B2B Companies

❌  Forget about a "single source of truth"  ❌

I started saying this four years ago

Why?


Because "single source of truth" implies a system. 
A repository. 
A place to store data.


Instead, can we focus our efforts on a "single view of the business"?

Why?

Because what we really care about is aligning the -

✅  people
✅  process
✅  technology
✅  strategy
✅  data
✅  insights
✅  enablement 

☝🏻 (aka RevOps) ☝🏻


🔑  on the business
🔑  on the next best action
🔑  on the outcomes


❌  Stop spending so much time trying to get all of your data into one system  ❌ 

Instead, focus on getting -

the right data 
at the right time
to the right people

so that you can -

💡  understand the business
💡  avoid blind spots
💡  highlight what's working, what's not
💡  make decisions
💡  guide the business
💡  take the next best action
💡  improve results and outcomes



💁🏻‍♀️ How are you shifting from data gathering to data actions?


#data #revops

VP, GTM Operations at SingleStore | Founder at The RevOps Collective | GTM Strategy & Revenue Operations Evangelist | Coach | Community Builder | Host of The Revenue Engine Podcast | Advisor for B2B Companies

This old picture from 2000 reminded me of how we are often asked to choose -


Picture with my oldest two (3rd wasn't born yet!) 👦🏻👶🏻


This was the same year I was promoted to my first leadership role

I had a toddler and a baby in tow  👦🏻👶🏻

And like many women in the workplace, I debated whether or not I should take the role -

💪🏼  I knew I worked hard for it
💪🏼  I knew I deserved it
💪🏼  I knew I could be good at it


But that inner voice kept asking -

😟   Are you sure you can juggle added responsibility with two young kids?
😟   Would the kids suffer from you taking on more at work?
😟   Will others on the team respect you and believe you can be good at both?
😟   Do you accept that you will have to work 2x, maybe 3x, harder to prove your commitment?
😟   What if I end up failing at both?


I did take the promotion and thank goodness I did. It was a pivotal move that led to career growth and more promotions over the years. 🎉

But was it easy? 💁🏻‍♀️

HELL NO! 🙅🏻‍♀️

It was ALL the difficulty I thought it would be +++  more

And probably every day since, I've still struggled and juggled 🤹🏻‍♀️

Different roles, different challenges, but every day it's some kind of juggle

Juggling career and family and home has never been easy and maybe never will be.

But you know what?

25 years later, I'm here to tell you that it can be done. 
And you don't have to choose.
And don't let anyone (including yourself) tell you otherwise.

It's your choice. 
You can choose career. You can choose family. You can choose both.
It's your choice.


Have you felt this pull between career and family? 




#workingmom #worklifeharmony

Why, oh why, is it so difficult to get sales reps to follow the process or use the technology?


Sure, there are some common reasons -

⭕  too complicated
⭕  too manual
⭕  too busy
⭕  not valuable
⭕  not clear
⭕  not aligned

But what if the real reason is that sales reps simply don't know how to do what we want them to do?

With all of the tools that we expect our sales reps to use, it's no surprise that no one can remember all of the steps within all of the 10+ tools.

So what truly makes adoption and adherence easy?

Tango 

Super easy to use. Free to download. 

👉🏻  Create a "how-to" guide in minutes 
👉🏻  Show the process step by step in the tool, following your unique workflow
👉🏻  Turn process into practice at the right time, in the right place

Make it easy for your sales reps to follow the process -

❌  No need to memorize processes
❌  No need to search for training documents
❌  No need to ask RevOps

Just teach Tango a process once and you'll have the documentation, walkthroughs, and automations for your team.

Oh, and you'll have adoption, too. Seriously.


#TangoPartner #TryTango

"You have 2M leads in your CRM..."

What is your first thought?


Some might think this is a good thing
Some might thing this is a terrible thing

And most others, especially my RevOps peeps will think...

Whaaaaatt the helllllllll...

🤯    🤯    🤯    🤯    🤯 


Unless you have 400,000 ideal prospect accounts, there is probably no good reason for having 2,000,000+ leads in your CRM

And chances are most of those leads are -

❌  incomplete
❌  inaccurate
❌  irrelevant
❌  duplicates (or triplicates...)

or just plain garbage 🗑️ 



So how do you even begin to clean this up?

1️⃣  "Stop the bleeding" 

Implement an immediate fix to ensure no additional leads are entered in the system without oversight and approval

2️⃣  "Take out the garbage"

Get your de-deduping gloves on and merge all obvious duplicates

3️⃣  "Clean out your closet"

Leads that haven't been touched for 5 years? Yeah, probably a good idea to archive or delete those.

4️⃣  "Time for a refresh"

Enrich the remaining leads with waterfall enrichment with FullEnrich to get the most complete, comprehensive data, leveraging over 20+ data providers

5️⃣  "Reorganize and prioritize"

Do another round of clean up based upon the enriched data.
With enriched & up-to-date data, you can start to prioritize the remaining leads.

And yeah, maybe actually work those leads. Not the $2M, but the ones that actually matter 🤷🏻‍♀️



🙋🏻‍♀️  What's the highest number of leads you've had in your CRM?
🙋🏻‍♀️  How do you prevent garbage data from creeping into your CRM?





#revops #fullenrichpartner

70 % less admin time all from a magic wand for RevOps 🪄 that turns your CRM into a live execution engine.

As a RevOps professional, who has ever wished for this kind of tool?


But instead, we spend hours each week -

-  building workflows
-  sending policy reminders
-  enriching lists for missing data
-  pulling together signals
-  surfacing key insights and buying triggers
-  syncing data between systems


🆘  And acting like Helpdesk 101 for Sales

And feeling like RevOps is the bottleneck

Sound familiar? 🤦🏻‍♀️


I have been exploring doing more with AI agents.

And maybe it's time we gave Sales a "magic" button

A button that sits in the CRM and they can just "click" and the right AI agent executes instantly, like RevOps on demand.

Push the button. Trigger an AI agent. No more waiting for RevOps.

Then we, as RevOps professionals, can spend our time on more strategic, impactful, work.

Sounds like a win-win to me 💪🏻


Want to try this magic button?

Comment "Button" below and I'll send it to you.

Life has been extremely hectic the past few weeks...


So here is a cute puppy photo for y'all 💜


Back to sharing more about -

👉🏻  RevOps
👉🏻  #OpsTherapy
👉🏻  GTM strategy
👉🏻  Sales & Marketing
👉🏻  AI, data, and analytics
👉🏻  Technology
👉🏻  Working mom life
👉🏻  Work life harmony
👉🏻  Leadership, empowerment and advocacy

later this week...

 
But for now, enjoy this cute picture  🐶  as you kick off your week ...

And kick off the month of December! 😲

🔮  Anyone have a crystal ball that works 100% of the time for forecasting?



I used to teach a course live in the Pavilion community and one of the topics was forecasting 

Forecasting is like sales compensation where every company has it -

But most companies struggle with it 😬 

And even when it's going well, it can always be better



Having the right level of visibility and insights into the pipeline enables the team to focus on the right deals at the right time and to pivot or adjust strategies as necessary

One area in the course was focused on the Insights That Matter -

I think about the Insights that Matter in 4 distinct buckets -

1️⃣  Performance
2️⃣  Pipeline Coverage
3️⃣  Deal Inspection
4️⃣  Opportunity and Risk


For "Opportunity and Risk", we talked about some of the insights to help identify Opportunity/ Risk, including -

🔎  Forecast changes or variances
🔎  Changes in linearity
🔎  Slipped deals or pushed deals
🔎  Lack of engagement or activity with the prospect (risk)
🔎  Uptick in engagement or activity (opportunity)
🔎  Account health changes
🔎  Increase in support tickets
🔎  Changes in usage or adoption
🔎  Compelling events, such as new funding, significant growth, expansion into new regions, changes in leadership, etc...


What other things are you inspecting as part of your forecasting process?


#revops #pipeline

As Marketing and RevOps leaders, how often do you hear this? 👇🏼 



"We need to drive more inbound with our website"

"No one is visiting our website"

"Maybe we need to revamp our website...again..."



Or maybe no one is saying it, but you're the one thinking it? 🤷🏻‍♀️


The truth is -

👉🏻  you've paid money to drive traffic to your website
👉🏻  then visitors are coming to your website
👉🏻  but no one wants to fill out a long form

🫧   then 90% + of your traffic disappears  🪄 poof 🪄  and -

❌   never books a meeting
❌   never makes it to a sales rep
❌   never turns into pipeline


The pain of trying to convert website traffic to pipeline. It's real.


Which is why I am so excited about Apollo.io's launch of Apollo Inbound. The easiest way to capture, qualify, and convert website visitors into pipeline.


❌  No more anonymous website visitors - 
✅  Use AI to reveal who's visiting your website

❌  No more long forms - 
✅  Just capture an email and the rest is enriched automatically


Every website visit becomes actionable pipeline in real time

And... no more revamping your website...again  💁🏻‍♀️



👉🏻  Sign up for a demo of Apollo Inbound: https://lnkd.in/g5KNZAzG


#ApolloInbound #ApolloPartner

How are coaching, parenting, and leadership similar?




When my sons were younger, they played team sports...
 
Specifically, football 🏈 (Friday Night Lights!) & basketball 🏀 (year round, 3 different leagues!).
 
Yes, I was a team mom  👩🏻, Athletic Booster Club member, ran concessions 🌭, organized parents, traveled w/ the team, fundraised 💵, etc.
 
Of course I was a parent who thought the harder we cheered 🗣, we could "will" the team to win 🏆
 
Needless to say, I have a huge appreciation for team sports...
 
And for coaching
 
Coaching is a lot like leadership in the workplace...
 
And a lot like parenting, too
 
The sooner you realize that each individual (player, employee or child) is unique, the sooner you will be a more effective coach, leader, or parent ✅
 
Each individual is unique -
 
💎  What they value
💎  What is important to them
💎  How they see the world, their perception, their reality
💎  What communication style works for them
💎  What motivates them, what discourages them
💎  How they like to work, how they like to work w/ others
💎  How best to engage them
💎  What they need & don't need
💎  How they learn best & retain teachings
 
There is no one size fits all  ❌
 
Your job as a leader is to figure out the optimal style and environment for each member of your team that will enable them to best learn, grow, and thrive.


#leadership

Am I the only one who woke up at 4am 🥱

And walked into Starbucks at 4:32am yesterday 

To grab the pink monkey Starbucks & Roller Rabbit collab items for their daughter?

And yes, I had to grab some other cute items, too….



I missed the Hello Kitty collab items and had the worst FOMO so was determined it wouldn’t happen to me again! 🤷🏻‍♀️

taplio

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