Rahil J.

While a CRM is great, you need to be thoughtful about how you build it or it will quickly become a cost center that is continuously slowing down the business. Addressing a struggling sales pipeline requires tailoring the solution to the team's pain points, leveraging data-driven insights, involving the team in the solution-building process, and continuous refinement for sustained success. Essentially, talk to the sales team about what their struggles are, ask LOTS of discovery questions, boil down to the main points, and then use that to build systems. Ex: Using a CRM and saving ALL emails ever sent doesn't make sense for every organization but it does for some. Dive deep and ask good questions, then build.

In my experience, adopting a writing culture is a great way to begin to easily share our updates and keep lines of communication open. One version of this is having a PM system where there is a ticket for each core task and updates are shared via comments. Another path could be weekly (or whatever cadence suits you best) newsletter that is sent to the relevant GTM teams. Regardless of the format, writing thoughts makes it easy to disseminate the information across to the relevant parties and helps you be more clear and coherent with your thoughts.

List segmentation is a must for any marketing operations professional. The key ways I like to segment leads to re-engage them is by: recency, company size, and last action/where in the funnel they became unengaged. This level of nuance lets you get specific in your re-engagement efforts while also keeping it high level enough where it's not incredible amounts of work for your team.

A picture is worth a thousand words. Now imagine, thousands of pictures shown at short intervals apart - AKA video. Imagine how impactful that is. I've found opting for videos allows our team to convey complex processes and best practices in a few minutes versus the hours it would take to write proper SOPs (and do the change management to convince your end user to actually digest a step-by-step SOP document). Videos make life easier as an enablement professional and as an end user.

How I explain it to my team is to think of a north-star goal that you're working towards. Without having this guide, you'll be absolutely lost and all future work will be less impactful than it could be otherwise. It's absolutely essential to define the end goal so you can make sure that the actions you're taking are meaningfully helping you get there.