, Chief Revenue Officer at Atomic Revenue, is highly focused on B2B companies with longer sales cycles in engineering, technology, real estate, professional services, and manufacturing. She can often be found on stage speaking about revenue operations, marketing ROI and analytics, content marketing, customer advocacy and customer experience, and social media. Need a dynamic and engaging speaker for your next event? She is available for a chat!
Don't put all your eggs in one basket. It’s not all or nothing. You can’t focus on one area and neglect everything else.
MEDIA 7: Can you please take us through your professional journey? What inspired you to build a career in revenue operations?
STEPH HERMANSON: My professional journey has taken me places I never expected. I was absolutely that kid who didn't know what I wanted to major in college, win in a lot of different directions growing up, and then when I thought I had settled on a career in the military, I got shut down. But it was probably the best thing that's ever happened to me. Through going back to school later, trying different things, and finding that I had an unknown knack for visual communication, a love of process and standards and that there was a way to combine some natural gifts along with my desire to be a lifelong learner. Getting to revenue operations I can solely attribute to meeting the CEO of atomic revenue, Tara Kinney, about six years ago. It's absolutely her fault that I am in revenue operations! I love what revenue operations have become over the last few years and that it's starting to get more recognition within some larger-scale entities like HubSpot in Salesforce. Being on the consulting side of revenue operations gives me access to work with people I never expected, discover businesses that I couldn't have imagined, and really make an impact in the way that these businesses grow and thrive.
M7: What are some of Atomic Revenue’s proven processes that help your clients multiply their revenue growth?
SH: We stick to a very proven process of three steps: diagnose, resolve, and optimize. These three steps can take us through every client obstacle and roadblock, every industry, every size company. Starting with diagnosis is the most important step. We have to hone in on what the data says, and on the state of reality within a business. We can't get to multiplying revenue growth without getting an honest, pure, and data-driven lay of the land. Documenting the entire revenue production process, identifying those roadblocks for what they really are and not what the gut check tells you they could be.
Our team uses tools like Google workspace, asana, slack, and HubSpot daily. Having cloud-based applications that will allow us to connect anywhere are essential.
M7: What are some of your go-to digital strategies and cross-development support that helps Atomic Revenue and your clients to accelerate their ROI?
SH: Some of our go-to digital strategies and cross-development support that really helped accelerate ROI for our clients, is usually focused on process and data. We do a great deal and process documentation and then identifying where can we automate, even if it's not automating and taking all the humans out of the process, it could be about automating reminders and task management just so that we have consistency in the way that processes are being performed. We're a big fan of omnichannel integrated campaigns. Don't put all your eggs in one basket. You need a good website, you need great content that focuses on every stage of the buyer journey, you need great people, a strong pricing strategy, multiple channels for distribution, a good company culture. It’s not all or nothing. You can’t focus on one area and neglect everything else.
M7: What are some of the new marketing technology tools you have started to rely on to combat the challenges of the Covid-19 era?
SH: The marketing technology that we are a little obsessed with over atomic revenue is communication and project management tools. We were always a very remote workforce we work in a lot of coworking spaces, and we have team members across the country, this error has just emphasized how important that kind of work-life blend is for all of us. Our team uses tools like Google workspace, asana, slack, and HubSpot daily. Having cloud-based applications that will allow us to connect anywhere are essential.
A good chief revenue officer does not focus only on sales. CRO’s should be looking at new sales, upsells and cross-sells, retention of both your customers and your solutions, referral strategies and community engagement.
M7: Which CRM system do you use at Atomic Revenue? How do you use it to maximize your sales growth?
SH: We are a HubSpot house at atomic revenue. We've used several different CRM systems over the last few years but lately settled into HubSpot, really embraced the platform and all that it can provide is a one-stop-shop, and recently became one of their partners in solutions and sales. We love the product and don't foresee us changing that anytime soon. CRM systems are an essential part of the business. We work with lots of different kinds of them because our clients need different resources, at different price points, for different reasons. We have clients who use Salesforce, ActiveCampaign, Benchmark One, Sugar, and others. We’re well versed in CRMs as most of our work centers around them.
M7: According to you, what makes a good Chief Revenue Officer?
SH: A good chief revenue officer really is in tune with how a business generates revenue across the board. A good chief revenue officer does not focus only on sales. CRO’s should be looking at new sales, upsells and cross-sells, retention of both your customers and your solutions, referral strategies and community engagement. A good CRO knows how every piece and element of a company affects all of the others. CROs much have a holistic approach and have their eyes wide on the company processes not narrowly focused.
ABOUT ATOMIC REVENUE
Atomic Revenue is a revenue operations consulting firm in St. Louis, MO. They focus on launching growth in companies by focusing on the outcomes you want – lead generation, sales conversion, and customer advocacy. They partner with B2B companies in engineering, manufacturing, professional services, technology, and private equity to diagnose and resolve problems that slow progress and reduce profit. Learn more about Atomic Revenue at AtomicRevenue.com.