bunny B2B RevOps Principles for SaaS User Guide
- June 1, 2024
- bunny
Table of Contents
bunny B2B RevOps Principles for SaaS User Guide
Automate early
Economies of scale is the most important strength of a SaaS company; one
server infrastructure, one product version, one release for all customers etc.
It can be tempting to introduce manual processes for parts of the business
with the promise to automate them later when there is “enough pain”
In reality, when it’s painful enough, it’s also much harder to automate and
the can is often kicked down the road, which further exacerbates the problem.
Early automation frees up resources and allows you to operate more
efficiently. Operational excellence is key.
Minimize integration complexity
There is no shortage of SaaS apps that can be help automate your business.
Most of them are general purpose solutions: CRM, CPQ, billing, payment
processing, analytics etc. The end result is massive integration complexity
that is brittle and expensive to maintain. Changes in your product mix might
require additional configuration across these solutions, which risks breaking
operations.
A vertically integrated solution tailored to your industry reduces integration
complexity and cost as well as accelerates the speed with which you can
operate your business.
Product catalog first
The product catalog is the foundation of your business because it defines what
you’re selling. The stronger the product catalog, the more you can allow
operations to depend on it.
The product catalog should be flexible enough to drive quoting, subscription
changes, customer self-service and even analytics. Adding a new product or
add-on should automatically be reflected in every aspect of your revenue
operations without additional configuration required.
A strong product catalog reduces human error, increases automation, speeds up
sales and improves customer satisfaction, which ultimately makes your business
more profitable.
Quotes equal clean data
Dirty data in, dirty data out. Too many manual steps in the quote-to-cash
process produce unreliable data that your organization wastes time on cleaning
and verifying. At scale, this becomes very labor-intensive and slows down
operations.
Structured quotes ensure clean data from the start and enables you to automate
everything related to subscriptions. Clean data is the foundation that
automates subscription changes, ensures tenant compliance, simplifies revenue
recognition and generate accurate analytics.
Know your metrics
Truly understanding your metrics and operating by them is key to growing a
healthy subscription business. Executives, board members and investors all
want to understand your key metrics on an ongoing basis: MRR, net/gross
retention rate, churn rate, renewal rate, ARCP, ASP, cohorts etc. Break this
down by region, sales team and product, and you have your work cut out for
you.
When data is siloed in various systems, producing metrics can be challenging.
The process of cleaning and verifying data can be manual, error-prone and
slow. Having a single source of truth for your revenue metrics is key to
reliable, real-time revenue metrics that can help you make the right decisions
faster.
Decouple platform and pricing
Many SaaS companies let their platform handle the logic that controls which
features are available in each plan. The downside of this coupling is that
code changes are required when plans change. It also makes it impossible to
create custom plans for certain customers.
The platform should be completely unaware of how features are associated with
plans and pricing. When the RevOps solution owns how features map to plans,
you have more flexible to change plans, introduce new ones and come up with
custom plans for creative deals that drive more revenue.
Self-service everything
The reality is that most customers don’t want to talk to salespeople unless
they absolutely have to. On the other hand, developing personal customer
relationships means bigger deals and longer contracts.
Companies become customers in via different channels: selfservice, direct
sales efforts or partners. Even though six- and seven-figure deals require
salespeople, you want to empower customers to make small, incremental
purchases by themselves.
Not only does it increase customer satisfaction, it also reduces sales cost
Embrace mobile
The enterprise is still less mobile than the consumer world. However, more and
more business is conducted on mobile devices and if you creates obstacles for
customers to conduct business with you on mobile, your growth will suffer.
Any customer interaction needs to embrace the mobile experience. Viewing and
accepting quotes, paying invoices, changing plans, changing quantities etc,
all need to be possible on mobile.
Given the fast-paced nature of today’s world, make it easier for customers to
transact with you has a direct impact on your growth.
For more information, contact [email protected]
