Everyone Designs the Stack. Nobody Designs the Conversation.
Between business outcomes at the top and the software stack underneath sits a layer almost nobody writes down: who you talk to, how you talk to them, when you escalate, and what you never say. It is agnostic to whether a human or a machine is doing the talking, which is exactly why it matters more now.
Transcript
Alright, there is a really serious area of revenue operations design that people are missing out on — they're not designing for it — that you really need to think about as soon as possible. And that is the conversation design and operations layer.
Let me walk you through what that looks like. Top line here, you have business outcomes. Everyone wants a greater win rate. Second line, you have every area, all the interfaces by which your customers will reach out to you, or you'll reach out to them. Great.
And the next layer here, the 02 layer, is the conversation design and operations — human and AI. You need to create this layer: a framework that decides who you talk to, how you talk to them, how you escalate. It's agnostic. It doesn't care whether it's a human or a machine.
But especially in an age of AI, this is where a lot of the verification, segmentation, guarding what you do and don't say — this should be designed. Obviously this is a process that needs to be written and then implemented, for both machine and human.
This is an area that is very commonly overlooked, especially now. It's critical.
Obviously for the rest of this, you can see there's a software stack underneath it, there's revenue sales and operations, and then there are the operators — the human operators or the system operators — that act all the way at the bottom.
Don't miss out on conversation design and operations.
