Hello and welcome to the first episode of our brand new series, "What the Heck is Allbound?" I'm Diana with the RevPartners team where we're operationalizing Allbound plays through HubSpot and Clay. 

 

Let's get started.  What the heck is Allbound?  Allbound is specifically the strategy by which you are orchestrating inbound and outbound plays in unison in order to generate pipeline. That's easier said than done, but in this series we'll go through frameworks and best practices on how to be able to do this and standardize the process for your entire go-to-market team.

 

To better understand where Allbound fits within your revenue operations strategy, let's take a look at the Revenue Performance Model. If you've never seen the Revenue Performance Model before, it's essentially a funnel on the side and the whole left side pertains specifically to lead and SQL, SQL and customer stages, and on the right hand side you'll be able to see the flywheel of your customer journey where it starts with activation, eventually goes into upgrades, downgrades, potentially churn, expansion, or even cross-sell into other lines of business. 

 

If we see the Revenue Performance Model, we quickly understand that there are two core metrics that revenue professionals really, really care about. The first one is going to be volume. Volume speaks into how many leads I need to be able to generate ('X' MQLs and 'X' SQLs). The volume of the actual number of contacts or companies that I need in order to reach my revenue goals. The second one is conversion metrics. Conversion metrics are what lets us know what the efficiency level of each stage of the funnel is. So how many leads are actually converting into MQLs and SQLs and what can we do to be able to optimize those conversions?

 

The art of revenue operations specifically speaks into the conversion piece and how we're able to spot the pieces of leakage within your funnel and the recommendations that we would have to be able to optimize those conversion rates. However, Allbound strategies are what feed the model in regards to volume metrics. The number of leads, the number of MQLs, the number of SQLs, and even the number of expansion opportunities that I have can be generated through Allbound strategies, and volume metrics are the way in which we're going to measure the success of the different strategies that we launch through our Allbound campaigns. 

 

Now the revenue operations arm that's specifically focused on sales operations and the technical side will mostly be caring about conversion rates. Conversion rate optimization is a big part of your revenue operations strategy where you will be focused on where the leakage is within your funnel, where your leads are getting stuck, or where they're not progressing through the rest of the pipeline and what you can do to do that better. Those recommendations then inform the wider strategy  of the Allbound team to be able to execute on different tactics.

 

I hope this is helpful and helps you understand a little bit of the broad concept of what Allbound is and how it fits within your revenue operations strategy. Next time we will be talking about specific frameworks of how we do this to be able to create that orchestration.