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Revenue Operations



Conduct Interviews & Review Data



Map Workflow & Roadblocks



Unlock Effeciencies



Track Progress


Iterate & Evolve


Using the UNITY framework, let's explore a specific scenario that may keep you up at night...


Your revenue team is struggling with low conversion rates from leads to closed deals. The sales process is inefficient, and there are challenges in lead generation, CRM utilization, messaging consistency, and/or inconsistent attainment across sales teammates.


Conduct Interviews & Review Data

  • Conduct a comprehensive assessment of the current sales process, from lead generation to conversion, to identify pain points, bottlenecks, and areas of inefficiency. 

  • Evaluate the current CRM system's setup and utilization to determine if it aligns with the sales process and captures essential data. 

  • Gather feedback from the sales team to understand their challenges, training needs, and suggestions for process improvement. 

  • Review existing sales messaging, materials, and communication practices to assess consistency and effectiveness. 

  • Assess the organizational structure, roles, responsibilities, and alignment with the sales process.


Map Workflow & Roadblocks

  • Develop a comprehensive strategy that includes CRM optimization, sales training, messaging consistency, and potential organizational design adjustments. 

  • Outline a plan for increasing conversion rates, reducing sales cycle duration, or improving CRM adoption. 

  • Outline a plan for optimizing the CRM system, including necessary customizations, integrations, or upgrades. Design customized sales training programs that address identified skill gaps and align with sales goals. 

  • Develop a plan for aligning the sales team's structure and roles with the optimized sales process.


Unlock Effeciencies

  • Implement CRM enhancements according to the plan, ensuring it aligns with the improved sales process. 

  • Execute the sales training programs, providing coaching and resources to the sales team. 

  • Roll out the updated messaging guidelines and materials to the sales team. 

  • Implement organizational design adjustments as needed, considering role realignments or restructuring.


Track Progress

  • Define key performance indicators (KPIs) related to the sales process, CRM utilization, training effectiveness, and messaging consistency. 

  • Continuously collect data on KPIs, CRM usage, training outcomes, and messaging adherence. 

  • Solicit feedback from sales teams, CRM users, and customers to assess progress and identify areas for improvement.


Iterate & Evolve

  • Analyze collected data and feedback to evaluate the effectiveness of implemented changes and identify areas for refinement. 

  • Develop an improvement plan based on insights from data and feedback, including refinements to CRM, training, messaging, or organizational design. 

  • Conduct regular working sessions to ensure consistent progress without the need for full-scale change.

  • Implement Voice of the Customer to foster a culture of continuous improvement within the sales organization, encouraging ongoing refinement and adaptation.

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