Here at Sweep, we're excited to be launching a new interview series highlighting people who said "hell no" to the status quo and established themselves as innovators in the Revenue Operations space. Some of these folks started in RevOps before it was a 'thing.' Others built teams with people from entirely different backgrounds or got creative with limited resources or adopted technology before it became popular. And some simply forged their own path forward.
In this post, we’re excited to feature Alicia Brocal Moreno, founder of ABM, a Fractional RevOps company. She shares how creative thinking fuels business success and why adopting the revenue operation mentality is actually the key to scalability.
Sweep: What initially brought you to the world of Revenue Operations?
Alicia Brocal Moreno: Having a long background as a digital analyst and marketing operations, it was a matter of time to evolve towards sales, customer service, processes and technology scenarios. After a few years of managing the operations of the 3 departments, without having any common plan and structure in the company, it was not very effective and I looked for the best way to structure and integrate these skills into the organization chart. And I found the light: Revenue Operations. Since then, I have been an ambassador for implementing the methodology in every company I talk with.
Sweep: What is one "out of the box" idea you had while working in RevOps? Was it successful?
Alicia: In fact, RevOps is about thinking and providing creative solutions that are easy to use, that can be scaled and measured for effectiveness, and that everyone adheres to and understands why. The moment you understand that the team and the people come before the technology and the processes, everything starts to make sense.
Sweep: How would you describe your Revenue Operations philosophy?
Alicia: For me, the revenue operations philosophy is about putting creative thinking into action to make the most of business opportunities and overcome risks based on how the teams work, the data, processes and technologies. The key is in the beginning, building from top to bottom: from active listening to the objectives, the impact, the implementation of the solution and adoption.
Sweep: What was one tool or piece of technology you introduced to your team? How did you get buy-in? And what were the results?
Alicia: One of the experiences I have had as an independent Revenue Operations was implementing a CRM from scratch (very similar to Hubspot) in a Wholesales company. The sales team, 5 people, without any sales process, continued using Excel. Being able to contribute in the digital transition and professionalization of the sales team thanks to the CRM structure, pipeline and data management, was very positive in terms of productivity and effectiveness of the commercial results.
Sweep: What do you think will be the next BIG thing in RevOps?
Alicia: We are already seeing the evolution of CRM towards systems based on AI: recommendations and task efficiency in improving productivity in all profiles (marketing, sales, customer service and revenue operations). There is still room for improvement to increase productivity of revenue operations profiles in terms of their daily management and insights.
Sweep: Where do you think RevOps will be in 5 years? And where do you think you’ll be in 5 years?
Alicia: Today, it is beginning to be understood that adopting the Revenue Operations methodology is key to the scalability and growth of the company. In 5 years, Revenue Operations will have more room in startups or businesses with fewer employees. The era of "I'm not mature or big enough for RevOps yet" will end and will spread to more countries, not just the US, UK or France in the lead, but also others that follow the trends later, such as Spain. Me in 5 years! I hope to see my Revenue Operations consulting business more established in Europe.
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