Key Highlights
- Revenue Ops, as an approach, harmonizes the efforts of marketing, sales, and customer success teams with the goal of optimizing revenue generation.
- Account-based marketing (ABM) is a targeted marketing strategy that directs personalized engagement toward high-value accounts, proving to be a potent method. Companies adopting ABM experience a remarkable 208% increase in revenue from their marketing endeavors.
- Combining elements from both RevOps and ABM methodologies forms a comprehensive framework, beginning with an assessment phase. Evaluate the current state, identify target accounts, and conduct a thorough data and tech audit.
- The account selection process involves identification, segmentation, and persona development, supported by robust reporting and metrics.
- Scalability is achieved through integration with customer experience (CX), scaling up successful models, and an ongoing cycle of review, refinement, periodic evaluation, and a commitment to innovation and experimentation.
Lorena Morales
Lorena is currently the Director of Global Marketing Revenue Operations at JLL- the first role of its kind for the public-traded company. She is a skillful storyteller and relationship-builder, and uses these skills in my approach to both marketing and leadership. As a result, this has allowed her to help the growth of teams for the past 8 years. In the interest of making the most of every minute, she lived and worked in several countries around the world, as well as earned Masters degrees in International Marketing and Strategic Design Management. Moreover, this helped her understand her customers through a different lens- design thinking and service design. Last.y, Lorena is a melomaniac and is always on the hunt for new music and festivals.