Democratizing Sales Excellence with Hank Taylor, Vice President of Marketing and Revenue Operations at Vercel

In this episode of Sales Ops Demystified, Tom Hunt and Alex Freeman are joined by Hank Taylor, Vice President of Marketing and Revenue Operations at Vercel. They discuss Hank’s transition into marketing and rev ops, how data analysis increases productivity, and the benefits of transferring data in the Salesforce Service Cloud. 

Transition to Marketing and Rev Ops

Hank interned at MySQL as a lead generator. His first professional role in 2011 was as a BDS (Business Development Specialist) at Pentaho, which required him to transform the lead qualification process. Hank’s lead transformation strategy resulted in a higher quantity of touches (+50%) and a higher response rate (+40%). 

During this role, Hank strategized new processes, trained business development teams, and oversaw the implementation. Consequently, he overachieved the targets by 123% for qualified leads passed to sales. Hank loved the strategizing, training, and implementation process and since then has been fascinated with strategizing sales growth. 

In 2012, Hank joined MindTouch as a Sales Operations Specialist and has since worked in key positions transforming sales, marketing, demand, and revenue operations.

Rev Ops team structure at Vercel

Hank initially had a team of three for both marketing and rev ops. This team had raised over 140 million in funding and just last week, they announce another 150 million funding and is growing each day. Currently, Hank has six members in the rev ops department.

Do open-source products have an impact on Vercel’s growth? 

Vercel has taken the coding framework to the next level by developing, previewing, and publishing billions of dynamic websites. It currently offers two free products; the self-serve version and the enterprise version. The freemium products have helped Vercel scale at innovations globally in terms of both resources and revenue. 

What is the biggest initiative in Sales Ops at Vercel? 

Integrating leads, contracts, and sales data analysis into the CRM has been the biggest initiative in sales ops at Vercel. It makes the data available, searchable, and reportable, which is then utilized by skilled sales personnel for decision making and strategy creation. 

Data integration and automation have helped Vercel run a smooth process and increase the revenue by two folds.

How does data analysis increase productivity? 

The key is to start small. Data-driven analysis helps sales reps to identify the most impactful products, their subsequent sales, and monthly trends. This allows sales reps to be independent and identify the gaps without support engineers’ assistance, and share their input to increase productivity.  

The benefit of transferring data to Salesforce Service Cloud

The process starts from transferring the customer success data to the Salesforce Service Cloud for a more unified CRM. This direct data gathered by customer support engineers assist sales reps in customer support management and in making informed decisions.

It also helps the teams across Vercel to collaborate and indulge in healthy discussions that are more solution-oriented and valuable to the rev ops model.  

Recommended episodes

Subscribe To Sales Ops Demystified:

Posted in

Speak with our experts and see how Ebsta will help improve your sales

New call-to-action
New call-to-action
Logo Icon (White)@2x

Newsletter Signup

Share this article

Related Content

How to Build a Single Source of Truth to Make Better Decisions With Briana Yarborough, Co-Founder at C-Model

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Briana Yarborough, Co-founder at CModel. They discuss how C-Model combines big data at companies with AI models to deliver decision intelligence and sales revenue prediction. Along the way, Briana shares her insights of working with companies across the growth spectrum, from tech startups to enterprise-scale companies.

The Scaling Journey from 0 to $5 Million at a SaaS Startup With Stuart Dale, VP of Revenue, at Screenloop

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Stuart Dale, VP of Revenue at Screenloop. They discuss the roadmap for taking a SaaS startup from zero revenue to $1 million and from $1 million to $5 million and beyond. They also discuss the type of talent required at each milestone of scaling.

Always Be Planning – A Look at Zero-Based Budgeting and Change Management with Kimberley Haley, VP of Revenue Operations at Talend

In this episode of the Revenue Insights Podcast, host Lee Bierton is joined by Kimberley Haley, VP of Revenue Operations at Talend. They discuss the concept of ABP (always be planning), zero-based budgeting, and internal change management to retain customers and stay ahead of the competition in challenging times of industry contraction. They also discuss best practices to follow to succeed in a dynamic business environment.