5 minutes
July 11, 2023

Why RevOps should enable contact tracking for go-to-market teams

One of the best ways RevOps teams can support sales, marketing, and customer success teams is having contact tracking tools at their disposal to ensure everyone's aware of changes impacting important leads or contacts.
Tyler Lang
VP Strategy & BD
Table of Contents

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RevOps teams are tasked with maximizing their organization’s revenue potential. 

By streamlining sales processes, identifying and resolving bottlenecks, and implementing strategies to improve conversion rates, deal velocity, and customer retention, RevOps can optimize profitability and accelerate cash flow. At the same time, they can also enhance the customer experience by increasing team alignment and delivering a seamless and efficient customer journey.

To meet these objectives, today’s leading RevOps teams are laser-focused on surfacing and acting on deals that are most likely to close — and deals that are most likely to close the fastest in particular. One of the easiest ways for RevOps teams to do this is by ensuring their sales, marketing, and customer success colleagues have contact tracking tools at their disposal to take action on the most important leads/contacts as quickly and efficiently as possible. 

What is contact tracking?

Contact tracking is the process of monitoring stakeholder job changes and ensuring CRM data is always clean, actionable, and up to date. Quite simply, contact tracking makes it easy to identify the highest-quality leads/contacts at the best time — usually when each lead or contact is starting a new role or new position entirely, and is likely beginning to try and merge their prior experiences with new processes. During onboarding or ramping individuals and generally evaluating the tech stack in their new role and making decisions around what to bring with them from the past, and what to leave behind to adopt new technologies and processes instead- this makes getting in front of these individuals during this period time more important than ever.

This year, 26% of workers are planning to leave their jobs, according to PwC. With that many job changes to monitor, it’s pretty much impossible for anyone to maintain accurate CRM data by hand.

Since your best prospect is someone who’s used or bought from you before and loves your product — they’ve researched the market and are already comfortable with the technology — tracking buyer job changes provides sales teams an easy path to finding warm pipeline. This, in turn, increases the chances of initial conversion all the way through the funnel.

While it’s certainly possible to keep CRM data up to date manually, that’s a full-time job at best. To ensure employees are best enabled, today’s most effective organizations are increasingly investing in automated contact tracking solutions. 

What are the benefits of RevOps teams implementing contact tracking for GTM teams?

Contact tracking delivers several benefits to RevOps teams, helping them work more effectively with sales, marketing, and customer success and close more deals. Here’s how.

Building repeatable, automated processes

Whether they’re working with sellers, customer-facing reps, or marketing teams, the RevOps job remains the same: supporting go-to-market functions as best as possible. 

At a high level, everything RevOps does is focused on automation, process, and building for scale to enable each of these teams to operate as efficiently as possible. By rolling out a contact tracking solution, RevOps can rest comfortably knowing that all CRM data is kept up to date automatically. As a result, sales, marketing, and customer success can easily integrate contact tracking into their existing workflows and are able to continuously monitor buyer job changes. This makes it easier to identify prospects that are most likely to convert and the accounts that might need some extra attention after key contacts leave.   

Creating a single source of truth

Contact tracking gives sales teams access to a single source of truth in their CRM, ensuring consistent data across the organization. With everyone working out of the same system, revenue-generating teams have shared visibility into important contact data. As a result, information silos are shattered, and the company has a more holistic understanding of each contact, increasing alignment and ensuring a more seamless customer experience.

Accelerating deal velocity

To achieve its goals, RevOps wants deals to close as quickly as possible. This is another area where contact tracking can make a big impact. When sales, marketing, and customer success teams receive buyer job change notifications, they can engage prospects in a timely manner and reach out to existing accounts as soon as important contacts leave. 

By proactively reaching out to prospects most likely convert, deal velocity accelerates. 

Strengthening relationships with existing customers

By notifying customer success teams when key stakeholders leave an account, contact tracking also helps organizations strengthen relationships with existing customers, increasing the chances they renew. 

After learning a contact has switched roles or jobs, CSMs can begin the process of connecting with the new individual taking over the departing person’s responsibility. This helps maintain account continuity, which increases the chances existing accounts renew when the time comes. 

Compare that to a world without contact tracking: Renewal time comes, you find out that your key contact left a couple of months ago, and you’re left scrambling to figure out who to talk to in order to hopefully get that person to agree to extend their commitment. 

Maximizing account-based marketing opportunities

When marketers receive notifications about buyer job changes, they can launch account-based marketing (ABM) campaigns targeting those individuals. Since contact tracking ensures the data in their CRM is reliable, marketers can reach out to decision-makers when they wind up at target accounts, and they can also engage the folks who are stepping in to manage existing accounts. 

With the right solution in place, marketing can also personalize outreach in each interaction, addressing the contact’s specific pain points, needs, and objectives while also understanding the context of their career movement. 

In addition to email outreach, marketers can also run relevant ads that reach the right individuals in new roles or at new organizations. Since they’ll be engaging with folks who are already familiar with their company’s products, there’s a better chance these activities will resonate and that the contact will take the desired action.

Supercharge your go to market team with contact tracking

By ensuring sales, marketing, and customer success teams have contact tracking tools, RevOps gains a powerful ally in fueling revenue growth. 

From accurate lead management to targeted engagement strategies, contact tracking helps RevOps optimize processes, enhance collaboration, and deliver exceptional customer experiences — all while ensuring the right people are hit with the right messages at the right times. 

For more information on the easiest way to incorporate contact tracking into your day-to-day workflows, check this out.