Chapter 9/10 • 15 min read

Process Optimization

Find bottlenecks, automate workflows, and continuously improve revenue operations.

⏱️ TL;DR: Map your current processes, identify bottlenecks with data, automate repetitive tasks, and establish a continuous improvement cycle. Small improvements compound over time.

The Process Optimization Cycle

Map: Document current state
Measure: Identify bottlenecks with data
Improve: Redesign or automate
Monitor: Track results
Iterate: Repeat

Step 1: Map Current Processes

Document how work actually flows (not how you think it does).

Key Processes to Map

Lead-to-opportunity flow
Deal progression through stages
Handoffs between teams
Quote-to-cash process
Onboarding workflow

💡 Shadow Your Teams

Watch reps work. You'll find inefficiencies they've normalized and workarounds they've invented.

Step 2: Find Bottlenecks

Use data to identify where things slow down:

Common Bottlenecks

Long time in stage: Deals stuck at specific points
High drop-off: Low conversion between stages
Manual tasks: Repetitive data entry, copy/paste
Approval delays: Waiting for manager sign-off
Missing information: Incomplete data blocking progress

Step 3: Automate Repetitive Work

If a task is repetitive and rule-based, automate it.

High-Impact Automations

Process	Automation
Lead routing	Auto-assign based on rules
Follow-up reminders	Auto-create tasks
Data enrichment	Auto-fill from sources
Notifications	Slack/email on events
Deal updates	Auto-move stages on criteria

⚠️ Automate Last

Don't automate a broken process. Fix the process first, then automate.

Step 4: Standardize

Stage definitions: Clear criteria to enter/exit each stage
Required fields: Consistent data at each stage
Templates: Emails, proposals, call scripts
Playbooks: Documented best practices

Process Optimization Checklist

☑️ Key processes documented
☑️ Bottlenecks identified with data
☑️ High-impact automations implemented
☑️ Stage definitions standardized
☑️ Review cadence established