Sweep: What is one "out of the box" idea you had while working in RevOps? Was it successful?

Jordan: I built out a B2B product while our company was DTC. The company then transitioned the entire company to that B2B product in 2022.

Sweep: How would you describe your Revenue Operations philosophy?

Jordan: The Merlin Effect: for those that haven’t seen the early 2000s BBC show The Adventures of Merlin, I’ll briefly describe the show. Essentially, Merlin is the young attaché of young King Arthur. Since magic is outlawed in the kingdom, Merlin can’t openly perform magic. But Arthur constantly gets himself into trouble, so Merlin is always fixing massive problems subtly without taking any credit or anyone knowing.

This ethos is the one I embed into my teams. It’s crucial to tackle the hardest problems without hesitation or need for credit. We win when the company wins. Team v individual.

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?

Jordan: SF Maps

Given our B2B product consists almost entirely of old school field sales reps, we needed a practical mapping tool to both construct lead infrastructures and provide reps the ability to plan out their days.

Buy-in was achieved through a problem/context presentation to leadership based on field team qualitative feedback. When put next to our corporate need to map out the us market, a maps tool need became clear. We then did a deep dive evaluation of multiple mapping softwares and financially modeled the cost impact of each. After settling on SF Maps, we made the recommendation and were thankfully successful.

Implementation has included many iterations as we constantly employ the Design Thinking mentality. That said, we have overall given both sales reps and sales execs insight into account opportunities and day to day fieldwork activities.

Sweep: What do you think will be the next BIG thing in RevOps?

Jordan: I think AI-personalized videos will become the next big thing in lead capture/follow-up marketing.

This type of software, which exists in its infancy through a few startups, allows an organization to send rep-level, personalized videos to lead captures and follow-ups. Basically, you take a video of yourself, introducing the company and asking for a demo to be set up, but every time a lead comes in, that video is automatically sent to the lead with their name verbalized in the actual video - thanks to AI voice recognition and creation software.

This is an amazing tool that increases link clicking, email open rates, and much more. While this is nascent at the moment, I think this technology is going to be incredibly huge for the industry over the next couple of years.

Sweep: Where do you think RevOps will be in 5 years? And where do you think you’ll be in 5 years?

Jordan: I may be somewhat rogue on this topic, but I actually believe revenue operations will move from a day-to-day commission, Salesforce, reporting role fully into the world of revenue strategy, which is where I work. The point of that work is to look at the existing revenue channels, and then develop projects and initiatives to add incremental revenue or entirely new channels. This is where the exciting work is.

As far as myself, my goal is to be a cofounder of a med tech company sometime within the next five years.

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