This is post #3 in a series exploring “what defines a funnel,” helping you ask and answer the right questions to design the right funnel for you.

When designing your funnel, you want to have empathy for your customers during the customer journey. What does this mean in a RevOps context? It means understanding not just their business goals, but the day-to-day reality of their job, and how you’re providing them value.

Not every B2B SaaS company should have BDRs doing outbound cold calling, setting up a 30-minute discovery call, followed by an hour-long demo with an Account Executive and a two-week trial led by a solutions engineer. For some, that might be the perfect funnel, for others, that’s the wrong approach.

Once you understand the steps of your funnel, you should define who owns each step of the journey internally - what team member will deliver the right value at the right time to your prospect, and give them the most seamless buying journey? Is a BDR the right person to handle discovery for our buyer? Or the Account Exec? Does the product require someone with a strong background using the product to hold the customer's hand through the buying process?

Similar to how you defined the steps of your funnel, once you understand who will be operating the steps of your process, you will be able to consider the strengths, weaknesses, and incentive structure of the team members owning a part of the funnel. This understanding gives you more clarity on how to build the right configuration for them in your CRM.

In the next post in this series, we’ll cover how to decide which object is right for each step.