Welcome to the revenue tech program
Introducing RevTech
We'll explain the program's purpose and what to expect as you read on, plus provide a glossary of key terms.
Welcome to the Revenue Tech Program, crafted by experts Austin Hay and Kiki Burton.
Let's preview what you'll find in this first module. We'll explain the program's purpose and what to expect as you read on, plus provide a glossary of key terms. Then we'll show you how to build effective RevTech stacks, quickly fix underperforming ones, and use your RevTech stacks to boost sales with a future focused approach.
Introducing RevTech
RevTech, or revenue technology, serves as the foundation of your sales and revenue operations, focusing on crucial processes at the bottom of your tech stack funnel. While marketing and martech concentrate on attracting and generating inbound leads, RevTech works to filter, engage, understand, and close those leads. It also supports outbound sales efforts led by your sales team.
Though many courses cover marketing, product development, coding, and revenue operations, few dive deeply into the technology powering RevOps: RevTech. Many organizations struggle with broken or insufficient infrastructure at the bottom of the funnel, limiting their ability to manage the touchpoints needed to convert opportunities into revenue.
Identifying the problem isn't enough. To find solutions, we talked with more than 20 leading experts in RevOps and RevTech. These conversations helped us understand what excellence looks like, offering insights on building an effective RevTech system for both startups creating their foundation and established companies seeking improvements.
As we move through this program, we promise not to bury the lede*. In that spirit, here’s one of our key foundations: Often one of the biggest RevTech problems is unclear or misaligned priorities. Simply put, organizations often fail to state the goal of their bottom of the funnel activities.
*Fun fact: Back in the 1970s, newsroom folks started spelling "lede" differently from "lead" to avoid mixing up story openings with the metal strips used in printing, and we still use this quirky spelling today, especially when talking about "burying the lede."
From our perspective, RevTech should excel in three critical areas, which we'll explore in depth throughout this program:
- Generate: Effective lead generation and pipeline building through both inbound and outbound efforts
- Close: Efficient conversion, upsell, and renewal of the pipeline
- Report: Accurate analysis of the funnel for forecasts, insights, and commission management
