What is an intentional organization?


The first step toward sustainable, strategic growth is to become an intentional organization.

Look at your organization as an ecosystem. 
Every team needs to understand both the function and impact of their role. The value of revenue operations is in its ability to unify your go-to-market teams by putting in place a north star: revenue.   

This is what it means to be an intentional organization. To be able to respond to challenges in a holistic way in order to overcome them. Instead of being immediately reactive or placing blame on a specific team or individual when a problem arises, an intentional organization can rally together to create cross-functional awareness. Everyone can collaborate on a solution while staying aligned, agile, and using the challenge as an opportunity to grow. 

Of course, achieving this level of intentionality is easier said than done. It’s natural for teams to silo as an organization grows. The best way to combat stubborn silos is by making sure everyone across the organization is working towards the same goal: a leak-free customer experience that leads to increased LTV.

 

Intentional organizations and adaptability

 

We mentioned the importance of a holistic approach to internal challenges. Trying to pinpoint the cause of a problem is fine, but when it comes to operating a business, it can quickly become counterproductive. Instead of asking “how?” when a challenge arises, it’s better to ask “why?”.  

Let’s say, for example, that you’re not hitting your revenue numbers. Bringing your organization together to solve the problem and sharing data freely across teams is likely to be more effective than pointing the finger at any one function. Intentional organizations foster a culture of trust and empathy, which motivates teams to collaborate more freely. 

When it comes to revenue operations, the impact culture has on an organization’s ability to operate effectively is sometimes underestimated. Establishing a shared vocabulary and common goals will make communication easier and help keep your organization aligned. 

Being intentional also means having an awareness of the external trends that influence your organization internally. Changing industry trends, for example, might be putting pressure on you to make decisions and take actions without any real revenue-based strategy.

All work should be able to be mapped back to a gap you’ve identified.

This way, you’re able to prioritize the work that will move your company towards its revenue goals. 

 

How do you make your tech stack intentional?

 

1. Don’t add tools just to add tools

In an intentional organization, responding to challenges holistically is key to overcoming them. When problems arise, there may be an urge to add more tools to your tech stack to try and fix the problems.

But even good technology can’t fix broken processes. Resist the urge to add more to your tech stack and uncover the “why?” before putting a band-aid on it.

An overly bloated tech stack not only fragments your data but also makes it harder for teams to navigate and communicate with one another. So, before you consider adding that new tool, ask yourself what problem you are facing and what the root cause really is.

Then you can determine whether another tool will actually help you close the gap and drive revenue. 

 

2. Integrate your tools

Revenue operations is not there to take anything away from the go-to-market teams. Rather, it aligns GTM operations around the common goal of revenue and provides a 360 view of your funnel. 

Therefore, the tech stack you are building should encourage your go-to-market teams to get out of their silos and share. Share data, stories, insights–all of it. 

Each team brings their own incentives, priorities, and challenges. That’s why integration is one of the most important criteria in tech stack expansion decisions. Before expanding or consolidating your tools, consider how each one is or will be communicating with the others.

You don’t want your team to have to waste time searching for the data they need. Everyone should have a 360-view of the customer journey and revenue functions. A well-integrated tech stack will deliver you the right data at the right time, which will translate into actionable insights and strategic go-to-market activities. 

 

3. Build your tech stack for the future

 

As your organization continues to grow, you will face more complex problems that may fall beyond the capability of your current tech stack.

One way to tell when it’s time to move on is through constant reviews and consultations with the people who own the tools. Regular check-ins will enable quick reactions to any changes in the business when necessary. 

A defined tech stack review process that is enforced across the organization will make this easier. What strategic impacts are your tools making? Do they work well together when they need to? Are they overlapping with the functions of any of your other tools?

The best way to keep up with your changing needs as you scale is to be intentional and build for your inflection point. Invest in a tech stack that uses data from across your business to optimize your revenue operations and support revenue growth.