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What's a Revenue Operations Consultant?
Rev Ops and Go-to-Market Strategy roles are arguably one of the fastest evolving disciplines in all B2B organizations. This dynamic role is charged with driving strategy and execution across Sales, Marketing, CX, and Go-to-Market Systems & Tooling.
In 2024, it is absolutely necessary for B2B companies to have a formal, structured Go to Market strategy and a team that helps unify decision making across Sales, Marketing, Support, and Finance teams. In order to achieve this, a company must have the right operational processes in place and the correct Sales & Marketing Tools implemented - this is the primary role of Revenue Operations.
Rev Ops - as it's commonly referred - has become a central function within almost every B2B startup today. It is a cross-functional role that creates a unified view of your customers and helps to increase collaboration across every team that has direct customer interactions.
Creating a seamless customer journey helps to get prospective buyers through the Marketing funnel and into the Sales process as quickly as possible. It reduces friction at each step in the buying process and ensures that everyone within your organization is aware of prior touchpoints and next steps needed for each prospect. Additionally, it helps a company understand the source of their deals, so they can easily replicate a successful Sales process and develop a Go-to-Market playbook.
An established Revenue Operations team has several key components:
Sales Operations
Sales Operations is the data analytics and insights engine that directs the activities of Sales.
They make sure Account Executives and Sales Reps have a clear understanding of the steps they need to follow to produce a successful sales pursuit. In the simplest form, Sales Ops looks at the data from all Closed Won opportunities in a business and finds similarities - they use this Sales metrics to identify trends that uncover how Reps can produce more deals.
For example, perhaps opportunities are won 60% of the time when a technical demo is the first step in the Sales process but only 45% of the time when the first step is a call and the second step is a demo. It's the job of Sales Ops to identify this trend and inform Reps of what the data says.
Essentially, they provide Sales teams with both a roadmap to success and the tools to get there.
Marketing Operations
A Marketing Operations team drives the Marketing Automation and Demand Generation strategy within a B2B org.
Any successful SaaS startup will tell you that the fastest way to increase revenue and deal volume is for Marketing to play a critical role in lead generation for the Sales team. The Marketing team will setup a variety of lead generation engines - events, webinars, traffic from SEO, white papers etc - and move the inbound, cold leads into the Marketing funnel, which is largely nurtured by E-mail Marketing campaigns in a tool like Pardot, Hubspot, or Marketo.
Marketing Ops will categorize the quality of their leads using various scoring mechanisms with the goal being to drive a high number of MQLs - or Marketing Qualified Leads. As a lead becomes more interested in your product or service, the nurturing sequences will move them closer to the Sales processes. When it is determined that a prospect is interested enough that it is worth engaging an Account Executive, it will become an SQL - Sales Qualified Lead - and be handed off to an Account Executive to begin building the relationships. This is where the Sales process begins.
Go-to-Market Systems
The third element of Revenue Operations is Go-to-Market Systems.
In order for Sales Operations and Marketing Operations to do their job, they need an ecosystem of Tools and Systems to help with external communication, internal collaboration, and workflow automation.
These platforms include Sales Automation platforms like Outreach or Salesloft, Marketing Automation tools for lead nurturing like Pardot, scheduling tools like Calendly to increase Rep Productivity, data enrichment platforms like Zoominfo or Clearbit to automate prospect identification, and more.
The Salesforce AppExchange features thousands of apps that Go-to-Market Systems teams can integrate to an existing Sales Cloud instance to supercharge functionality.
It is a big part of the Rev Ops team's responsibility to select the right tools, manage the end-to-end deployment of these platforms, train users on how to use them properly, and oversee the daily administrator and support.
What does a Revenue Operations Consultant do?
A Revenue Operations Consultant might play a lot of different roles depending on the strengths of your internal team. In some instances, a Revenue Operations Consultant might contribute across Sales Operations, Marketing Operations, and GTM Systems strategy but it's more likely that they will focus on a single area.
When hiring a Revenue Operations Consultant, you should always start with a general audit - you want to begin identifying priorities and areas for them to focus:
Conduct an audit of your Salesforce instance to identify areas of improvement
Analyze current data analytics strategy, how MQLs and SQLs are defined
Identify Sales process improvements and workflow automations available
Evaluate the current tech stack, utilization rates across the company
Interview Leadership and Reps to identify misalignment and bridge communication
You can certainly search on the AppExchange or through general Freelance Marketplaces like Upwork; however, you want to be sure that you partner with a Developer that has built solutions in your specific industry and understands the common integration points to be accounted for in the managed package.
Save the excessive labor hours identifying and vetting prospective partners. A listing on FoundHQ will immediately get your project in front of 3,000+ Salesforce Developer Contractors that are open to new projects.
All Contractors on our platform have been pre-vetted and we will go through all interested applications to hand-select the best fit for your project.
How to Hire a Revenue Operations Consultant
When hiring a Revenue Operations Consultant, you really want to focus on finding someone with experience working at your specific growth stage. The challenges faced by Rev Ops teams at a company doing $1m ARR are very different than challenges at a company doing $50m ARR.
Similarly, the technology stack and tools that make sense for your business evolve as the Sales team grows, new products and territories are introduced, and the overall GTM Strategy matures so if an individual isn't familiar with your current scale, it's not a good fit.
Outline the KPIs
A clear vision of the deliverables you expect will help to focus the Rev Ops Consultant.
Understand there is always more to do, so be sure that Phase 1 priorities are clearly defined upfront. For example, if the primary issue is a lack of attribution on leads from Marketing to Sales then beginning with an audit of your CRM and Marketing Automation stack, focusing the Rev Ops Consultant on GTM Systems instead of broader process improvement, will yield the results you expect.
Alternatively, you can allocate a block of time - 15-20 hours - for the Consultant to do a full audit and make recommendations about where you should start.
Find Experience with the right Tools
In addition to familiarity with your current stage of growth, and understanding of the exact tools you are using is critical for a Revenue Operations Consultant to make an impact.
It may seem like a minor detail but if you're using Sales Cloud (CRM), Marketo (Marketing Automation), and have Salesforce CPQ integrated to Netsuite, you want to find a Consultant with experience across every single one of these tools.
A GTM Systems environment is so interconnected and changes within one tool impact data flow up and down the funnel, so there could be changes made to Salesforce that need to be accounted for in other systems and you want the Rev Ops Consultant to be able to dive in without concern of breaking anything.
Find Experience at your growth stage
We can't overstate this enough.
The right Revenue Operations Consultant will have experience in streamlining processes and systems in businesses at an identical stage to you.
If you are currently growing from $5m to $10m in annual revenues, it can be tempting to engage a Rev Ops Consultant that has grown businesses to $50m because they have done it and then some. However, they faced very different challenges at that stage and you have multiple phases of growth to make it through before you get there.
Find the Right Revenue Operations Consultant
FoundHQ's sister company, NotDigitalHQ was created in 2023 to help companies build their GTM Systems teams, including Revenue Operations leadership and executives.
With a network of over 550 VPs and C-level advisors and Consultants spanning Revenue Operations, Demand Generation, Digital Transformation, and Enterprise Applications strategy. This is unparalleled access to the world's best Go-to-Market Leaders, available for hourly consults or monthly retainers.
Cost to hire a Revenue Operations Consultant
Some companies think they need a Revenue Operations Consultant but their problems are only in the current Sales Cloud setup, so they are probably looking for a Salesforce Administrator.
On the lower end of the spectrum, you are getting someone more at the Revenue Operations Manager level - they can contribute to business strategy and process optimization but their experience is more tactical. Their strengths will be in systems setup, optimization & integration, and working with your Sales and Marketing Leadership to think through best practices on how to build technical solutions.
Revenue Operations and Salesforce
- It gives teams the ability to build a more cohesive and strategic roadmap.
- It makes it easier to build your tech stack for scalability.
- Allows Salesforce teams to be at least as strategic as possible, instead of purely handing support.
- It prioritizes the company needs as a whole, building a more solid infrastructure for growth.
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