Partner with RevOps To Exceed Your Growth Targets with Rosalyn Santa Elena at The RevOps Collective

What It Covers

Rosalyn Santa Elena, founder of RevOps Collective, explains how marketing teams can partner with revenue operations to improve conversion metrics, refine ICP targeting, and leverage customer data for better demand generation outcomes.

Key Questions Answered

• •Customer feedback loop: Marketing teams should analyze why customers buy, renew, expand, or churn to refine ICP definitions, persona messaging, and content strategy. Operations teams already collect this data for sales and customer success teams.
• •Incremental conversion tracking: Instead of measuring only MQL-to-SQL or closed-won deals, track conversion rates at every stage of the customer lifecycle. Small improvements of 1-2% at multiple stages compound to significant revenue impact without requiring more top-of-funnel volume.
• •RevOps structure mistake: Companies often rebrand sales operations as revenue operations while neglecting marketing and customer success. True RevOps requires equal accountability across the entire customer journey, from initial interest through renewal and expansion, not just mid-funnel sales activities.
• •Real-time optimization: Operations teams should provide leading indicators weekly or daily rather than end-of-month reports. This enables marketing to pivot campaigns immediately based on performance data, conduct continuous A/B testing, and double down on working tactics before quarters end.