Closing the Customer Experience Gaps with Jason Reichl of Breadcrumbs and Go Nimbly – OpsStars

Closing the Customer Experience Gaps with Jason Reichl of Breadcrumbs and Go Nimbly

Jason Reichl, the CRO at Breadcrumbs and Co-Founder and RevOps Evangelist at Go Nimbly

In this episode of the OpsStars Podcast, Rachael McBrearty is joined by Jason Reichl, the CRO at Breadcrumbs, a revenue acceleration platform based on a co-dynamic lead scoring and routing engine living at the intersection of marketing and sales.

He also co-founded Go Nimbly, a Revenue Operations consultancy, where he currently serves as a board member, advisor, and RevOps Evangelist. He joins us to discuss how today’s customers expect a personalized buying experience and how RevOps can use data and analytics to close the experiential gaps in their GTM processes to maximize revenue.

Key Highlights:

01:43 – 09:03 – About Jason, Go Nimbly, and Breadcrumbs – Jason began his career in marketing and has spent time consulting in the Salesforce ecosystem, where he got experience with sales, customer success, and other operational parts of the business. After spending years as a Product Management Leader and seeing that great products didn’t always have great revenue processes, he decided to start Go Nimbly, a Revenue Operations Consultancy where he could apply what he learned in PM to Revenue Operations. He recently took on the role of CRO at Breadcrumbs to challenge himself and see what it would look like to build RevOps from the ground up.
09:04 – 13:27 – Applying Product Development Principles to Revenue Operations – Jason takes a design thinking approach. First, he looks at data to find trends and understand the customer experience. Then he interviews internal teams to see where gaps emerge. When patterns emerge, those become the priorities, and a roadmap is created to address the gap.
16:53 – 18:23 – Working Back from the Customer as a North Star – Quality of revenue over quantity of revenue is key. During COVID, businesses that suffered the most were often not focused on quality of revenue, including product fit and customer experience. Those that were, remained stable or even experienced upswings. It’s about getting the right customers at the right time and delivering positive experiences in both product and service.
20:21 – 25:44 – Looking for Early Churn Indicators – Customer gaps are churn indicators. Jason’s top early indicators of churn really focus on the time of response and the quality of response. If someone wants to buy your product, respond quickly and have the right people in the right call. This ties into the quality of response – make each interaction feel like there is a team built for the customer versus just being handed off from person to person.
31:25 – 44:28 – The Evolution to Revenue Operations – The first thing is to start to contribute attribution to your work. Think about the outcome you might impact and show your results through data. More and more companies want to become customer-centric, but how do they actually implement it? That’s revenue operations.
45:19 – 46:26 – Pieces of Advice for RevOps Newbies – Find a mentor in another company or even in your company. Bring results to the table, have hypotheses, and approach things in an organized fashion.

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

Sean Lane from Drift
Patrick Campbell from ProfitWell

Episode Resources

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“The analogy I’ve always used is Revenue Operations is customer success, marketing, sales, all the people who shake the hands and kiss the babies, and then the operators behind the scenes, Rev Operators are the people who are the directors, are the boom mic operators, are the people who are making that experience work.”

Jason Reichl, the CRO at Breadcrumbs and Co-Founder and RevOps Evangelist at Go Nimbly

“Because who cares if, in reality, the sales to marketing hand-off is a little bumpy internally, but are our customers experiencing this, are they seeing it? Then prioritizing all of your work on a roadmap that relates back to the gap that you found that your customers are experiencing.”

Jason Reichl, the CRO at Breadcrumbs and Co-Founder and RevOps Evangelist at Go Nimbly

“It’s very much a very tactile, visceral experience being in Revenue Operations. It shouldn’t feel like report building grind, it should feel like solving real process problems. For someone who loves to design as much as I love, and human interaction and human behavior, it’s proven to be something that’s infinitely fascinating.”

Jason Reichl, the CRO at Breadcrumbs and Co-Founder and RevOps Evangelist at Go Nimbly

“What we saw by doing the work was not only a better working environment and people who are operationally focused being lifted up, but we also saw a dramatic change in their value of their deals, the velocity of their deals, their conversion rates, and it was all coming because the teams were actually a centralized living, breathing mechanism that focused on the customer and not their own individual departments.”

Jason Reichl, the CRO at Breadcrumbs and Co-Founder and RevOps Evangelist at Go Nimbly