As new fiber deployments go live and providers enter fresh markets, marketing and sales teams are being asked to increase take rates faster than ever. The challenge is growing, but so are the tools. Today, internet service providers have access to modern software built to unify data, automate outreach, and accelerate those take rates.
This is where a strong revenue operations strategy becomes essential.
At Second Mile, revenue operations refers to the shared strategy used by all direct revenue generating teams. For ISPs, this means aligning marketing, sales, and customer operations around one connected system that drives subscriber growth.
Many ISPs still rely on outdated workflows. OSS and BSS systems handle billing and payments. Sometimes they double as CRMs. Some teams use a separate CRM to manage sales activity. Direct mail, email, and door-to-door efforts are handled through unrelated tools that rarely communicate with each other.
The result is manual processes, delayed reporting, and spreadsheet handoffs that slow down your ability to convert interested prospects.
To scale into new markets, new customer acquisition must run on a connected system. This is the foundation of the Second Mile RevOps Framework, built specifically for internet providers entering competitive or newly built service areas.
The core principle is simple: centralize your residential buyer data in an all-in-one CRM and marketing automation platform that connects to your OSS, BSS, and ecommerce buy flow. Once unified, all systems can share data automatically, enabling faster decision making and automated subscriber journeys.
The ecommerce shopping cart and operational systems feed buyer information directly into the CRM. The CRM becomes the single source of truth for every subscriber and every prospect in the funnel.
Second Mile has built a buy flow specific for ISPs, which you can try for yourself here
With marketing automation built into the CRM, data can be used to trigger targeted email campaigns and physical mailers. Integrations with tools like Postalytics enable direct mailers to go out without requiring manual steps, and include QR codes for additional data collection.
One of the highest ROI examples is the abandoned cart workflow. If a resident starts the sign-up process but exits before completing their purchase, the CRM can automatically trigger a follow-up sequence.
This might include:
The result is more recovered orders and higher take rates with less manual work.
Your CRM can also sync with door-to-door software, allowing field reps to see which homes started the order process or engaged with outreach. Reps can visit those addresses, log the results in real time, and feed even more data back into the system.
This closes the loop and creates a complete view of the buyer journey across digital and in-person channels.
The abandoned cart example is only one use case. Once your data and systems are unified, you can segment your audience and automate campaigns for nearly any scenario, including:
Targeting the right buyer at the right time improves conversion and lowers acquisition costs in every stage of your fiber expansion.
If you are planning a new market launch or looking to modernize your acquisition workflows, our team can help you build a RevOps system tailored to your ISP.
Contact Second Mile to learn more.