The RevOps Review w/ Jessi Eagan
Senior Manager, GTM Revenue Operations at Macabacus Inc.
I caught up with a former teammate of mine, Jessi Eagan. She’s now Senior Manager of Go-To-Market Revenue Operations at Macabacas. If you’re making the transition from marketing operations to revenue operations then this is worth a listen. We also dove into the challenges of being a team of one, and the differences between enterprise and SMB go-to-market motions. Key themes include lead management, automation, sales process refinement, and adapting to fast-paced, transactional sales environments.
Listen here: Spotify | Apple. Brought to you by Cognism.
Key Takeaways
Transitioning from Marketing Ops to RevOps:
Marketing ops experience provides a strong foundation for RevOps, especially in handling automation and campaign execution.
RevOps requires a broader perspective, covering sales, customer success, and marketing operations.
Challenges of Being a Team of One:
Managing marketing automation, sales ops, and deal desk responsibilities requires strong prioritization skills.
Having detailed documentation from predecessors helps streamline processes and minimize disruptions.
High-Velocity Sales Motion in SMBs:
SMB sales cycles move quickly, often closing deals in under two weeks.
A strong sales culture with real-time deal tracking (e.g., Slack notifications, leaderboard celebrations) drives motivation and efficiency.
Lead Management and Routing:
Initially, a simple round-robin system worked, but as the company scales, more advanced routing and lead scoring mechanisms will be implemented.
Product-qualified leads (PQLs) and product-qualified accounts (PQAs) are essential for identifying expansion opportunities.
Land and Expand Strategy:
Growth opportunities come from consolidating individual licenses into team accounts.
Pricing tier upgrades provide a natural path for expansion within customer accounts.
Automation and Workflow Optimization:
Salesforce flow automation reduces manual work but requires careful troubleshooting and ongoing refinement.
The goal is to improve proficiency in building and optimizing workflows to increase operational efficiency.
Managing the Deal Desk:
A reactive deal desk model ensures smooth billing and order management.
PandaDoc is used for quote generation and contract management, integrating with Salesforce and Recurly.
Notable Quotes
“RevOps isn’t just sales ops in disguise. It’s about overseeing the entire revenue engine from marketing to customer success.” — Jessi Eagan
“When you’re a team of one, prioritization and documentation are your best friends.” — Jessi Eagan
“A fast-moving sales motion means deal tracking and automation have to be airtight.” — Jessi Eagan
“If three users from the same company sign up, that’s not just a lead—it’s a product-qualified account.” — Jessi Eagan
“Automation is powerful, but only if it’s well-maintained. Flows break all the time, and knowing how to fix them is crucial.” — Jessi Eagan
Action Steps for RevOps Professionals
Enhance Automation Skills: Invest time in learning Salesforce flows and workflow automation to reduce manual work.
Improve Lead Scoring and Routing: Develop a structured approach to assigning leads based on quality and seniority.
Optimize Expansion Strategies: Track product usage signals to drive team account conversions and pricing tier upgrades.
Maintain Strong Documentation: Ensure detailed records of processes and workflows to facilitate future transitions.
Refine Deal Desk Efficiency: Strengthen integrations between Salesforce, PandaDoc, and Recurly for seamless order processing.
For more insights or to connect with Jessi Eagan, find her on LinkedIn.
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