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The Digital Strategists Role in RevOps
Why do digital strategists exist?
You may be asking yourself why you need a digital strategist.
Effectively a digital strategist is responsible for navigating the path to success for your overall sales and marketing game plan.
It is the strategist’s job to take all of the available data and map out a plan for your business success based on where you are now and the resources and capital available to you.
They do this whilst reducing your risk and simplifying your path to success.
Digital strategists are your online revenue partner; their job is to help you make money online – however, that may transpire.
The best digital strategists will be capable generalists with a wide range of experience, generally with a depth of skill in some of the core disciplines required to do the job.
Ideally an end to end strategist will also have a data discipline such as analytics, big data, statistics or a background in heuristics such as project management or engineering .
A good strategist will be able to demonstrate a strong ability to analyse statistical data and the associated critical performance indicator data that ensure their strategies are on track to deliver the overall business results.
If you want to sell and generate revenues online effectively or if you are having problems scaling your online income, then you need a digital strategist, well ok you don’t need one but it is always good to have access to one.
Larger companies or agencies will often have specific roles for digital strategists – for example, Advertising Strategist, Automation Strategist etc.
In smaller companies, you will increasingly find senior digital, marketing and sales strategists in senior positions due to the increasing importance of being able to compete effectively online coupled with the need for data.
A Digital Strategists Value Proposition for RevOps
- Reduce the risk of project failure by setting out a clear end to end plan 99% 99%
- Reduces project costs and works to cut out unnecessary expenditure 85% 85%
- Reduces amount of time and resources wasted on a project 95% 95%
- Keeps the team focused on achieving the overall objective 95% 95%
- Drives the highest possible return on your marketing and media spend 80% 80%
- Communicates the goals, measurement and process clearly 95% 95%
- Helps you implement scalable processes that deliver business results 95% 95%
- Makes sure that measurement and KPI’s are defined 90% 90%
- Helps you differentiate between you and your competitors 80% 80%
- Co-ordinates your team, sets project goals and tracks progress 75% 75%
Artificial intelligence can now do 50% of the tasks a digital team would have done just two years ago.
AI software can now create a multivariate test of all possible advertising campaign combinations in a matter of minutes for a small business.
Just 36 months ago this would have taken 2 or 3 weeks, even in a big company.
When you hire your strategist you benefit from access to all of the latest software tools and AI tools that they use in the day to day grind.
To subscribe to these tools would cost a chunk each month. They can cut hundreds of hours of wasted time and reduce your RevOps project cost, so make sure your strategist comes to the table fully tooled up with a suite of software tool wizardry.
A digital content strategist will help you define all of your content requirements to meet your goals and may help you define the creative brief.
A Digital Strategists Characteristics
- Analytical Curiosity – The ability to see the big picture 95% 95%
- Critical Thinking – The ability to see and resolve problems 95% 95%
- Original ideas plus the capability to execute them 85% 85%
- Leadership – The ability to mentor and lead a team to deliver the desired result 80% 80%
- Consultative Approach – They listen and ask difficult questions 95% 95%
The skills strategists need to develop for RevOps
A well-rounded digital marketing strategist will need a solid understanding of offline and online marketing processes and how they all tie together and work as an integrated marketing platform.
If you are in a regulated industry such as pharmaceuticals, investments or banking for example your strategist will also need experience in that industry vertical and understand how the red tape and regulations drive responsible marketing.
Your strategist will also need overall business understanding to ensure that digital efforts deliver tangible and repeatable benefits for your business.
A digital strategist must be good with numbers and data; the best ones can see the patterns in the data that can positively impact your revenues.
Strong analytical skills, critical thinking and communication skills are also required.
The very best digital strategists can communicate everything clearly without using jargon.
An essential skill a marketing strategist needs to have is a good understanding of the strategies, techniques, playbooks, frameworks, funnels and game plans that are likely to work for your company.
Digital strategists will often be required to be certified in several CRM or automation platforms, cross-platform analytics and some advertising platforms if they work in an agency.
However, it is more important that a strategist has a good understanding of a wide range of platforms, their features and functions. By doing this, they can deploy the right end-to-end solution that delivers the goal.
A strategist needs to be technology agnostic and engineer the most elegant solution that works for the customer.
Although agency experience is a great plus, some agencies can be more focused on selling a strategy that pads out the client billing account with more services rather than delivering an elegant solution.
For this reason, many strategists prefer to work “client-side” helping the business owner or leadership teams as a consultant that works in their interest and interfaces with agencies as required.
Some of the best digital strategists we have ever worked with run their own small and large businesses and got their through constant trial and error.
What they all have in common is some area of in-depth experience and a lot of experience in both failure and success. And a love of testing.
What do Digital strategists do?
So apart from making money for people online, what do digital strategists do?
Digital strategists generally have a depth of experience in digital technologies, advertising media platforms and marketing.
They will also have a good understanding of data structure, statistical analysis, risk and budgeting.
They combine this with overall business understanding to ensure that digital efforts deliver tangible and repeatable benefits.
Digital strategists need a strong understanding of marketing communications processes and best practices: a natural curiosity and the ability to solve complex problems.
Find senior digital strategists in several roles, CMO, Digital Director, Digital Strategy Director, Agency Head and other all-encompassing types of revenue role such as CRO, RevOps or Head of Revenue.
Desired experience of a digital strategist
- End to End Digital Strategy – Marketing, sales, people and culture, finance 95% 95%
- E-Commerce Strategy – pricing, positioning, distribution, demand, payments 70% 70%
- SEO Strategy – Content structure, links, page speed 70% 70%
- Advertising & Campaign Strategy – Frameworks, creative, process, testing, scale 75% 75%
- Content Strategy – On message, on brand, on target 95% 95%
- Conversion Rate Optimisation – A/B testing, multivariate testing 70% 70%
- Marketing Automation Strategy – Process, procedure, retention and engagement 85% 85%
- Market Positioning / Shaping – Encapsulation of the value proposition and offer 95% 95%
- Research & Analysis – Benchmarking, GAP and SWOT 80% 80%
- Analytics / Measurement Strategy – Arribution, validation, fraud detection 70% 70%
- Distribution and Channels Strategy – Partnerships, distributors, channels 90% 90%
- Funnel Design and Configuration – Modeling, financial modeling, switch models 80% 80%
- Direct Sales Strategy – Demand creation, presentations and scale 90% 90%
- Business Experience – Commercial 70% Agency 30% 90% 90%
- Pricing Strategy – Price engineering, yield management and LCV 90% 90%
- Statistical Analysis & Financial Modelling – What is working and not 95% 95%
- Design & Branding Strategy – Core message, purpose, values, delivery 65% 65%
- Project Management & Planning – Resources, budgets and delivery 80% 80%
- Written & Verbal Communications Skills – Building consensus, documentation 95% 95%
How do you
Digital Strategy As A Career
There are lots of career paths that can put you in a digital strategist role if you can come to the table with a relevant degree that’s great but not always required.
It is widely suggest that you seek one to two years of experience in two or three of the disciplines and get as much exposure as you possibly can across the other fields of digital marketing and communication.
Get some agency and corporate experience, and stay fresh and up to date.
Avoid getting stuck in a rut. Avoid working where you are not learning anything new; there is always something to be learning.
We are always on the lookout for top talent digital strategists able to bring more than 15 years experience to the table that want to work on incredibly rewarding projects. If you do not have a digital strategist on your team you can contact us for help.
Digital Strategists RevOps Accountability
Understanding your business circumstances and your competitive environment.
Developing the financial model to map margins and revenues to customers and effort.
Setting out clear concise goals, targets and KPI’s supporting sales & marketing teams.
Define how you will increase your organic traffic and protect your brand position.
What social media platforms you need to be on and how you need to engage with them for the best results.
E-commerce strategy to reach the greatest number of targeted buyers.
Developing your online sales funnel model to ensure it can scale with purchased traffic.
Scale up your existing sales by tapping into different traffic sources.
Help you develop customer personas based on your past data and business goals.
Define the campaign strategy to successfully engage your target customers.
Mapping out core marketing and sales processes and automating processes as required.
Help you implement Google Analytics, Tag Manager and other tracking tools .
Identify relevant measurements and KPI’s to measure your success.
Define your e-mail marketing systems and email content strategy.
Developing sales channels and partnerships to sell your products and services.
Promote your products and services via global affiliate networks and only pay on results.
Use your customer referrals and reviews to generate more business with higher conversion rates.
Help you define your data model, CRM strategy and integration requirements for marketing automation.
Build processes that foster continuous improvement for your sales and marketing team.
Engage your team to force multiply your sales and marketing efforts.
Deliver the insight required to build continuous improvement and close the loop.
Who Benefits From Effective RevOps?
Head Of Revenue
Lead your market, blow your sales targets.
Gain a competitive advantage and increase stakeholder value.
Expand a portfolio business and accelerate IIR.
Build a digital sales machine that delivers repeatable revenue.
The Self Employed
Increase your small business online revenues.
Increase market share on the same budget.
Bloggers & Influencers
Grow your online revenues by effectivly monetising your content.
Mergers & Aquisitions
Sales and marketing alignment for maximum IIR.
Scale your business with paid traffic and multi-channel e-commerce.