🪴How Funnel IQ is nurturing and enabling 3K+ RevOps professionals through its community

The story of a community-led approach by Funnel IQ.

"My career path has been rather meandering and includes a variety of experiences. I always thought that starting a company would be fun, but had no clue how it was actually done." -Matthew Volm

Not every startup story is glamourous. Matthew grew up in a small town in Wisconsin and was the first person in his family to go to college. He hopped on to multiple jobs, in multiple domains. He had no experience with how startups function. But he went on to create Tali, a now-defunct, VC backed SaaS tool - a timekeeping solution for lawyers powered by voice technology like Amazon Alexa, and Google Assistant.

But in 2.5 years, it shut down. This was just the beginning.

While shuttling between jobs, Matthew identified another problem - data is absorbed better with an interesting backstory. You can tell a story only once you narrow down your focus more on key highlights that the data speak. This is more difficult than one would assume. 👇

With all the toiled efforts of trying to find a tool that can simplify data for GTM and RevOps teams, Matthew Volm and Ganesh Sridharan set out to build Funnel IQ in 2020! Funnel IQ provides end-to-end funnel analytics and insights that keep your marketing, sales, and customer success teams working seamlessly together.

Funnel IQ has raised over $1.4M in 2 funding rounds and is one of the most looked-up tools by RevOps and GTM teams.

Without data, you are just another person with an opinion

There are just "8000+" marketing tools. You use these tools to scale your go-to-market engine and output as efficiently as possible while optimising for costs.

Why is it important to focus on data-led insights leading to decision making? What’s the cost of management not catching on to the importance of investing in analytics?

  • Marketers waste 21% of their budgets because of bad data quality

  • Companies lose 20% of their revenue because of bad data

  • 20-30% of operating expenses are due to bad data

(Inputs from Funnel IQ's GTM Tech Stack Guide)

This is where Funnel IQ jumps in! It's the OS for GTM teams.

Funnel IQ provides a go-to-market (GTM) data platform + end-to-end, full-funnel analytics and insights that keep your marketing, sales and customer success teams aligned and working seamlessly together.

  • You get end-to-end full-funnel reporting, analytics and insights

  • Anomaly detection - for you to be proactive rather than reactive

  • Funnel Visibility - a repository of user journey from 0 to 1

  • Real-time collaboration across multiple stakeholders in the GTM team

In this video, Marketing Scaleurs explains what Funnel IQ can do for your data and marketing teams.

But the solution doesn't stop here. Funnel IQ also provides best-in-class coaching and consulting for your team's RevOps. They identify gaps in your company's user journey, provide solutions, connect you to relevant mentors and of course, welcome you to their wonderful community of 3000+ members - RevOps Co-op.

Before we step into RevOps Co-op, let's pause for a bit to understand what really is RevOps after all.

Revenue Operations aka RevOps is that extrovert kid who breaks the ice between sales, marketing and service departments to ultimately drive more business through a seamless funnel.

Simply put - RevOps team works on a unified strategy that focuses on driving maximum revenue for the organisation from the complete user journey ie. right from where a user shows interest in the product till he ends up making the purchase.

Rev-Ops Co-Op: nurturing 3000+ members on Slack to be better RevOps professionals

Initially, I started the community because I saw a need in talking to a lot of people at RevOps. Right now we’ve got a membership base of people with varying backgrounds—whether it’s marketers or RevOps people or CROs or account executives. The thing that ultimately brings us all together is a passion for Revenue Operations.

-Matthew Volm. Source.

Given Matthew's experience with multiple domains and the learnings from his past startup, he did see value in owning a community around his product. It would enable the following for Funnel IQ:

  • Delivering a better market-fit product by understanding the needs of the narrowed down target audience who also are the members of the community.

  • Nurture and coach the members by delivering valuable content in the community.

  • Personal touch with your TG - staying connected and engaging frequently with his member base.

Just creating a community wouldn't suffice, and Matthew knew it. Here are some key actionable that are helping him scale and engage the community! 👇

💯Acing the onboarding experience!

You can sign-up for the invite-only Rev-Ops Co-Op community, owned by Funnel IQ over here. Once you do that, the team is pretty quick in reviewing your application and welcoming you onboard.

Now for the aha 😍 moments:

Moment #1: Great Member Onboarding

You get a personalised (non-bot-y) welcome from Erin O'Neill, the Head of Community - on your email and on Slack DM.

What's great about the onboarding flow?

  • A couple of private Slack communities take weeks to review and admit members - probably you've already found the solution you were looking for or joined a competitor's community. Funnel IQ's application review is super quick! 🏃

  • The email and the DM both talk about how they would deliver value to the member - no ask.

  • The GIF definitely puts a smile on your face! 🙂

Moment #2: Warm welcome to the community

Matthew and Erin respond to every introduction posted on the community. Makes the members truly develop a sense of belonging when the leadership team is this approachable.

Moment #3 - Slack AMAs

The team has been consistent about planning AMAs with experts from the RevOps industry. The events are pretty streamlined to help with member aspirations and drive engagement in the community.

They also do a bunch of webinars for the members 👇

Nicole Smith, Head of Revenue Operations at Greenlight Guru, shares what RevOps professionals need to keep advancing their technical skills to create more success and advance their careers.

Besides the regular Slack AMAs and the AMAs, they also create valuable content for the community! In an AMA, Matthew talks about the evolving role of content for the community!

"I think content has become more valuable—or maybe it’s just that people have realized the value. Especially over the last year, with the pandemic, we’ve all had a lot more time and ability to consume content. I think it comes in a variety of forms, but I mean internet access, or usage, has just skyrocketed. Since we’re all been at home. Instead of spending 45 minutes on our commute in the morning and another 45 minutes at night, we can scroll Twitter, we can look at LinkedIn, we can read blog posts and newsletters."

-Matthew Volm

They listen to the needs of the community and create content around it. This works best to draw more eyes and interest over your content, rather than pushing content around your brand which may or may not be valuable to your community! Here are some samples 👇

Matthew and the team have been building Rev-Ops Co-op with a member-led approach rather than chalking out strategies from a brand or business standpoint!

Here's another AMA Matthew did where he talks about how he scaled the community from 1 to 1000 members 👇

  • #1 goal of the community - everything you do should be a value add to the community members. That was their North Star metric. Social posts, content, events, all were validated to check if they add value to the members. If they don't, they do not go ahead with it.

  • Be on top of engagement rate and membership numbers for key metric tracking.

  • Conduct surveys with members to check for what more would add value to the community.

  • Be present everywhere a member engages - this makes the community a tight-knit circle by creating trust and a sense of belonging.

  • Run a newsletter that curates everything around RevOps and ship it weekly to members

Rev-Ops Co-Op is here to stay and grow ❤️ Truly winning hearts by helping members nurture and excel at what they do!


To Summarize:

Bounce back like a pro - After a failed startup, Matthew comes in stronger with Funnel IQ

  • Matthew Volm was juggling between multiple jobs in multiple domains.

  • He had no experience with how startups function. But he went on to create Tali, a now-defunct, VC backed SaaS tool which shut down in 2.5 years.

  • But this was not the end. Matthew Volm and Ganesh Sridharan set out to build Funnel IQ in 2020.

  • Funnel IQ has raised over $1.4M in 2 funding rounds and is one of the most looked-up tools by RevOps and GTM teams.

Without data, you are just another person with an opinion

  • Funnel IQ is the OS for data/GTM/marketing teams.

  • It provides a go-to-market (GTM) data platform + end-to-end, full-funnel analytics and insights that keep your marketing, sales and customer success teams aligned and working seamlessly together.

  • They also provide best-in-class coaching and consulting for your team's RevOps.

  • They identify gaps in your company's user journey, provide solutions, connect you to relevant mentors and of course, welcome you to their wonderful community of 3000+ members - RevOps Co-op.

Rev-Ops Co-Op: nurturing 3000+ members on Slack to be better RevOps professionals

The team is killing it at community management and scaling it, while they continue to deliver great value to the community! Here's how 👇

  • Great Member Onboarding practices

  • Making members feel welcomed to the community by sending personalised welcome notes

  • Organising AMAs and webinars for members to drive value from

  • Curating content basis surveys and feedbacks - which can help members hit their goals at work and excel at what they do