The Difference Between Marketing, Growth, and RevOps with Francisco Lacayo

In this episode of RevOps Baddie, host and RevOps expert discusses The Difference Between Marketing, Growth, and RevOps with Francisco Lacayo, the Chief Revenue Officer of WhiteSharkMedia, a digital marketing agency specializing in pay-per-click advertising and technology.

The episode begins with Francisco providing an overview of his role as CRO at WhiteSharkMedia and defining the differences between Marketing, Growth, and RevOps. He explains that Marketing is the process of promoting and selling products or services, Growth is the practice of experimenting and executing new tactics to accelerate growth, and RevOps is the strategy of optimizing and aligning revenue-generating departments to drive growth.

Francisco then goes on to discuss how Marketing supports overall revenue growth by creating and implementing campaigns that generate leads and drive sales. He provides examples of specific campaigns and tactics such as targeted email marketing, social media advertising, and content marketing.

Next, Francisco explains how Growth differs from Marketing in terms of focus, goals, and metrics. Growth teams are more focused on experimentation and finding new tactics to accelerate growth, and they tend to use different metrics such as customer acquisition cost (CAC) and lifetime value (LTV).

Francisco then delves into the role of RevOps in a company, emphasizing its importance in supporting overall revenue growth strategy. He provides an example of a specific task or project that would fall under the RevOps role, such as analyzing customer data to identify bottlenecks and areas of improvement in the customer journey.

The conversation then shifts to how Marketing, Growth, and RevOps teams work together to drive revenue growth. Francisco provides examples of how these teams collaborate and share data and insights to optimize their efforts, and how data and analytics play a role in the RevOps function.

The episode concludes with Francisco sharing his insights on the future of Marketing, Growth, and RevOps, and how these roles will continue to evolve in the next five years. He also provides an example of how his company has effectively integrated RevOps into their overall business strategy, and how it has impacted their revenue growth and overall performance.

Summary

Who is Francisco Lacayo.
0:05
How do marketing and growth work together?
2:49
The challenges of aligning marketing, sales and revenue.
5:39
The importance of having the right data.
8:11
The importance of lifetime value.
10:31
Advice for startups on tech.
13:45
Artificial intelligence and machine learning.
16:52
How do they do it internally?
19:58
Advice to other agencies.
23:23