Full-funnel visibility is a complete, unified view of every stage of the customer journey, showing how all business functions contribute.
It gives you the transparency to see which marketing tactics drive leads, which leads are most likely to close, and how customer service can provide bespoke interactions. Crucially, finance can see the cost of every step and the ROI of each department.
This unified perspective is the product of a smart RevOps strategy, where the data underpinning every department is well-structured and actionable. By seeing the full chain of events in a customer's journey and attributing revenue to each stage, you can optimise the process for greater success.
The Problem with Disconnected Data
You're not alone if you're still operating with siloed departments, each with its own data, reporting, and decisions. It's an age-old challenge. Even if your departments aren't completely siloed, disparate data across different systems can make it nearly impossible to accurately attribute revenue, optimise efforts, or get a clear picture of your financial pipeline.
Disconnected and unstructured data creates a host of problems:
- Inaccurate Attribution: If you don't know exactly where leads came from or which campaigns influenced them, you can't repeat your successes. When data is spread across different systems, you risk losing the crucial information needed to trace revenue back to its source. This makes it difficult to understand the true ROI of your marketing and sales activities. For example, if a webinar generates twice the revenue of a costly event, the choice of where to invest is an easy one to make.
- Limited Strategic Insights: Without a unified view of the entire funnel, you're only ever looking at partial data. This makes it hard to identify key trends and make evidence-based strategic decisions. You might spend hours manually pulling data together, making the entire reporting process inefficient.
- Inability to Utilise AI: AI's greatest use in business is its ability to scrutinise vast amounts of data and provide clear, actionable insights. You could ask a question like: "Which content produced the most revenue this year?" or "What's the original source of our top 10 customers?" But AI can't do its job without organised data, meaning you're missing out on a powerful tool.
- Financial Discrepancies: A closed deal in the sales pipeline might show as £100,000, but the actual revenue could be spread across 12 months of payments. If this data isn't properly structured, it can throw off monthly forecasts and create major financial discrepancies.
A RevOps Approach to Unified Data
Data is often the starting point for a RevOps strategy. By first gaining a complete view of where all your data lies, you can then unify it, either through integration or by moving to a single platform.
For The Future Laboratory, a leader in trend forecasting, the solution was to move their marketing, sales, and financial processes to a single platform. Driven by a goal of streamlining processes and implementing RevOps principles, HubSpot became the central nervous system for their data.
By bringing data together from every stage of the funnel, they achieved:
- Reduced Complexity: They audited their tech stack to identify redundant tools and disconnected data points, simplifying their entire operation.
- Improved Collaboration: Data silos often breed mistrust between departments. A unified view fostered collaboration and removed friction between the marketing and sales teams.
- Enhanced Revenue Visibility: They could trace every penny back to its origin, giving every department the ability to easily demonstrate its contribution to the bottom line.
A unified view of the customer journey provides transparent revenue data and empowers teams to make evidence-based decisions. It allows for more accurate forecasting and more efficient reporting to the board. By implementing a strategic RevOps approach and migrating to HubSpot, The Future Laboratory significantly reduced reporting time, improved decision-making, and, most importantly, increased revenue visibility and the effectiveness of their marketing campaigns.
