Trust the Process! – How a Process-Driven Mindset Helps Improve the Buyer Experience with Asia Corbett, Head of Revenue and Community Operations at RevGenius

Trust the Process! – How a Process-Driven Mindset Helps Improve the Buyer Experience with Asia Corbett, Head of Revenue and Community Operations at RevGenius

Asia Corbett, Head of Revenue and Community Operations at RevGenius

In this episode of OpsStars Podcast, Rachael McBrearty is joined by Asia Corbett, Head of Revenue and Community Operations at RevGenius, a group of revenue-generating sales and marketing professionals brought together to learn, share, support, and grow. Asia joined RevGenius because of its mission to educate, empower, and inspire all revenue professionals and operators.

Asia is passionate about putting processes and structures in place to ensure everyone’s workflow is optimized so that they all execute better together. She’s here to give her perspective on how RevOps teams organize this journey and outlines the steps that you can take to get your team operationally organized.

Key Highlights:

2:13 – 7:57 – Leveling Up Your Career With RevGenius – RevGenius is an online community for sales, marketing, revops, and customer success professionals. They offer an inclusive space to learn, share, and bond over the revenue industry experience. Asia joined RevGenius to lead Revenue and Community Operations.
7:57 – 12:50 – The Revenue Operations Role in Delivering the Customer Experience – Asia describes RevOps as a function that supports the processes across all revenue teams in a continuum. It’s the tech stack, reporting & analytics and enablement. And underneath all of that is the buyer’s journey. As for how RevOps is organized – it doesn’t always mean we’re getting rid of specialized functions like Marketing and Sales Ops, but in small companies that may not have the resources to fill each specialized role, it’s critical for RevOps to look across and serve the entire organization.
19:29-24:49 – Operationalizing Data to Improve Customer Experience – Ops teams can help to operationalize processes to make data accessible to customer facing teams, like feedback and customer health metrics. They can help define the criteria, where the data should live, how it should be shared and how actions are tracked. While other teams are responsible for actioning on the data, Ops can help to steward the process along to ensure that they can do so.
31:07 – 33:46 – Pieces of Advice for Ops Roles Newbies – Take a couple of project management courses. Get access to different resources and learn from them such as articles, podcasts, videos, etc. Finally, start to think and frame how you’re going to approach your teams in a way that is holistic from the top of the funnel through post-sale.

Who Would Asia Like to Take For Lunch in the Ops World?

Evan Liang, the CEO of LeanData

Episode Resources

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You can send any other podcast recommendations, questions to ask, episode feedback, guest requests, or general pleasantries to Rachael’s email or tweet
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“Data is important. But if you don’t have that process first, what are you measuring? You don’t know what you’re measuring. You don’t know how you’re measuring.”

Asia Corbett, Head of Revenue and Community Operations, RevGenius

“We have to think about their experience once they get in the door so that they don’t churn, because if they leave, we don’t get that revenue back.”

Asia Corbett, Head of Revenue and Community Operations, RevGenius