Shows
RevOps FMBuilding a Composable Tech Stack for Outbound and ABM - Justin guests on "RevOps Lab"One of the most interesting projects I worked on recently was a rebuild of our ABM / outbound / buying signal tech stack at my day job. I had bought one of the big legacy ABM platforms a few years ago but had never really seen the value we were hoping for, at least not enough to justify the cost. And meanwhile, there’s been this explosion of new vendors in the outbound space—tracking signals, aggregating signals, powering sales workflows, enrichment, AI SDR assistants, and the list goes on. I did a really deep evaluat...2024-11-0541 min
RevOps Lab#52 Reinventing Outbound with AI and Signals - with Justin Norris, Sr. Director of Marketing Ops at 360LearningJustin Norris, Senior Director of Marketing Ops at 360 Learning and host of the RevOps FM podcast, joins us to dive into outbound strategies and the evolving role of AI in sales. Justin shares his approach to outbound, focusing on experimentation, signals, and leveraging technology to make outbound motions more effective. He also discusses the importance of flexibility in trying new outbound approaches and creating a system where teams can experiment and learn what works best.
We cover:
The shift from traditional outbound methods to AI-driven strategies
How signals play a critical role in...2024-10-2841 minRevOps FMGoing Deep into Marketing Mix Modelling and Incrementality - Pranav PiyushAttribution remains one of the hardest challenges in marketing. It affects literally EVERYTHING: how we’re perceived as a discipline, the strategies we pick, the activities we decide to do—even how we justify our existence. B2B companies generally use some combination of first touch, last touch, or multi-touch attribution. They may apply those approaches very diligently and rigorously, but few stop to consider whether those methods are valid and sound. How do we know whether attribution actually predicts anything? Are we just deluding ourselves? And if we tear down MTA, what do w...2024-10-2155 minRevOps FMPreventing MarTech Stack Failures with Automated Testing and Monitoring - M.H. LinesThis week we sit down with M.H. Lines, founder of Stack Moxie, to explore how automated testing and monitoring can prevent Martech failures. M.H. shares insights from her experience as a marketing operations leader and explains why many revenue teams are still vulnerable to unexpected system breakdowns. We dive into the challenges that come with managing complex Martech stacks and why early detection through automated tools is essential for keeping operations running smoothly.M.H. also reflects on her journey from marketing leadership to founding Stack Moxie, including how she navigates being a...2024-10-0945 minRevOps FMIs AI a Game-Changer for Data Analytics? - Grant GrigorianThis week we chat with Grant Grigorian, a long-time friend of mine and founder of Mogi.ai, to explore whether AI is actually a game-changer for data analytics. We examine what’s broken in the current landscape of data analytics, the complex world of marketing attribution, and the “last mile of analytics” problem (that is., how do you get business users to actually read and use the analyses you produce). Then we dive very deep into practical applications of AI for data analysis, looking at concrete examples to highlight the strengths and weaknesses of large langua...2024-10-031h 05RevOps FMScaling Excellence Across Your Sales Organization - Kyle AsaySales leadership is one of the hardest jobs in the company. Your success is black and white—you've either hit your number, or you haven't—and getting a group of sellers moving in the same direction isn’t easy, as anyone in RevOps knows.Today we're joined by Kyle Asay to dig into what separates top-performing sales leaders from the rest. We talk about how to scale sales excellence, balance standardization with creativity, and build trust and rapport at every stage of the sales process. Kyle also shares his insights on navigating the transition from indivi...2024-09-2451 minRevOps FMHow Advanced AI Workflows Are Changing Outbound - Jordan CrawfordIn this episode, we unravel how advanced AI workflows can scale a truly effective outbound strategy (and not just create more spam). Jordan Crawford shares his expertise on how to use AI to automate deep research, identify the most targeted accounts, and develop unique and relevant messaging—all without falling into the trap of reductive "AI SDR" approaches. We also explore how to leverage AI as a thought partner, the future structure of BizDev teams, and why Clay is all the rage right now.Thanks to Our SponsorMany thanks to...2024-09-1747 minRevOps FMBuilding Your Owned Audience for B2B Marketing - Anthony KennadaYou may have heard the phrase, "every company is a media company"—but what does this actually mean for B2B? How do you go about building an audience, what content should you use, and how should you measure it? Here to answer these questions is category-creating CMO and founder, Anthony Kennada. He helped pioneer the category of customer success as founding CMO at Gainsight, and today is helping B2B companies develop owned audiences as CEO of AudiencePlus. Anthony is a great marketer who has thought deeply about how brands should develop re...2024-09-0951 minRevOps FMA Quote-to-Cash Masterclass - Nicholas Rose and Tony TarantinoQuote-to-cash: it's messy, it's technical, and every project takes WAY longer than planned. It's also absolutely vital. If you can't get quotes out the door, or if you can't collect money from your customers, you don't have a business. Because of their complexity, these systems tend to change infrequently, and in-house operators may not get the repetitive exposure necessary to master the intricacies of CPQ or billing system projects. So when I wanted a crash course on quote-to-cash, I turned to Nick and Tony at Hyperscayle—former operators who've built a RevOps agency wi...2024-09-0346 minRevOps FMFinding Balance and Fulfillment in Your RevOps Career - Danielle MarquisThis week I sit down with seasoned RevOps executive Danielle Marquis to explore the evolving landscape of the discipline and how professionals can find balance and fulfillment in their careers. Danielle shares insights from her 15 years of experience in the field, discussing how RevOps has changed over time and how the role is increasingly being positioned as a critical function within organizations. We dive into the best practices for structuring RevOps teams, prioritizing work, and aligning internal strategies for maximum impact.As the conversation unfolds, we also explore some personal aspects of career growth, with...2024-08-2845 minRevOps FMCreating Executive-Level Data Stories - Justin guests on "Revenue Marketing Report"This week I'm sharing another podcast I've guested on recently: The Revenue Marketing Report, hosted by Camela Thompson of Caliber Mind.Camela is a veteran marketing and analytics leader, and we have an in-depth conversation about the business and cultural dimensions of reporting: what KPIs are you reporting to different audiences, data rituals, analytics storytelling, and more. This is a super important topic for me, because how you create and share data stories in your organization can be the difference between building an executive-level presence for yourself or getting pigeon-holed as a service provider. 2024-08-2035 minRevOps FMA Deep Dive on B2B SaaS Reporting - Justin guests on "Beyond the Pipeline"It’s August and I’m taking some time off this month to travel and recharge a bit. But I didn’t want to leave you hanging for a whole month, so I thought it would a great time to share some recent podcasts where I’ve been featured as a guest. First up, we have an episode on Beyond the Pipeline with Vivin Vergis, where we do a deep dive into reporting for B2B SaaS orgs. This is a tough, thorny, sometimes painful topic, but Vivin asked some really great questions and we expl...2024-08-0642 minRevOps FMTaking the Pain out of GTM Systems Enablement - Dan GiovacchiniEnabling revenue teams to use the systems we build and maintain is a huge part of our job as revenue operators. Unfortunately for us, it often doesn’t work very well. We create documents that no one reads. They sit in knowledge bases that no one visits.We're repeatedly interrupted by Slack messages from confused users. We're forced to send Chatter reminders asking people to PLEASE follow the process for the 500th time. Today’s guest thinks that there’s a better way to do software enablement, and he founded...2024-07-3046 minRevOps FMBuilding the Community for RevOps - Matt VolmMatt Volm is the founder of RevOps Co-op, a vibrant community for RevOps pros. He shares his journey as a repeat founder, who has taken the roller-coaster of building multiple startups, and reflects on the tenacity and toughness it requires. RevOps Co-op actually started as a community in support of a software company, but when Matt saw the need for more education and resources for the RevOps field, he pivoted and hasn't looked back. Matt and I discuss the crucial interplay between finance and RevOps, how RevOps pros can build their finance acumen...2024-07-2344 minRevOps FMThe Evolution of B2B Content Marketing - Ashley FausContent has been the lifeblood of how B2B companies go to market for at least 20 years, since Hubspot pioneered the concept of Inbound Marketing. We make content, we drip it out, we nurture people with it, we align it with our funnels, and we have a conviction that it makes people buy things—although that's also quite difficult to prove.The content game is not going anywhere, but it IS changing. And to guide us through those changes, we're chatting today with B2B content expert Ashley Faus, Head of Lifecycle Marketing at Atlassian. ...2024-07-1759 min
Beyond The PipelineReporting in B2B SaaS Orgs with Justin NorrisIn this episode of Beyond the Pipeline, host Vivin welcomes Justin Norris, Director of Marketing and BDR Operations at 360 Learning and host of the RevOpps FM podcast. Justin shares his journey into operations, transitioning from an English major to a pivotal figure in marketing operations. They dive deep into the challenges of reporting in B2B SaaS, discussing concepts like reporting fatigue, the importance of storytelling in data presentation, and handling impulsive reporting requests.Justin emphasizes the need for a cultural shift towards objective data analysis and the role of ops in being accountable for business performance...2024-07-1742 minRevOps FMAI, RevOps, and the Future of Sales - Jacco van der KooijIn this week's episode, we delve into the evolving landscape of sales with Jacco van der Kooij, founder of Winning by Design and a renowned expert in go-to-market strategies.We begin by reflecting on the "Golden Age of SaaS," a period defined by rapid growth but also unsustainable business dynamics. As market conditions shift, we explore how revenue teams must adapt to thrive in the current environment.AI is becoming an integral part of the sales industry. Jacco shares his insights on how AI will transform sales roles, automating many tasks that currently consume significant...2024-07-0855 minRevOps FMIntegrating Product-Led and Sales-Led Strategies at Zapier - Lindsay RothlisbergerIs the future of SaaS growth product-led or sales-led? What if it's both? Zapier uses PLG to create an ecosystem of users and product signals which then drives their sales-led outreach. Coordinating these motions in parallel takes technical sophistication, great communication, and tight process. Fortunately, they have a unified RevOps team that keeps everyone on the same page. This week we chat with Lindsay Rothlisberger, Director of RevOps at Zapier, about how her team helps the magic happen. Thanks to Our SponsorMany thanks to the sponsor of this episode...2024-07-0247 minRevOps FMThe Future of Signals in GTM - Chris WalkerB2B buying signals are generating a lot of buzz right now—and for good reason.In today's challenging selling environment, conversion rates are dipping, and identifying active buyers has become more critical than ever. Signal vendors offer a promising solution, but the questions remain: Are these signals truly transformative? How can they enhance your go-to-market strategy? And what the heck is a "signal" anyhow?In this episode, Chris Walker joins me to demystify the concept of buying signals. With his characteristic clarity and candor, Chris sheds light on why he's emphasizing signals as a ke...2024-06-2445 minRevOps FMBuilding Marketo and the Art of Product Design - Glen LipkaI have a fascination with how SaaS products actually get made—especially those that become institutions in the software landscape. As users, we become deeply familiar with these products, the nitty-gritty of how they work, and what it's like to live inside them. People base entire careers on these platforms. What we usually DON'T see is the backstory: How do these great products get designed? What were the decisions and trade-offs along the way? How do they catch on?How do you create lovable features? What causes great products to often stagnate? To...2024-06-1755 minRevOps FMScaling from $100M to $1B ARR as a RevOps Leader - Cody GuymonWhat does it take to scale a company from $100M to over $1B in ARR? Cody Guymon has taken a journey that most revenue operators could only dream of—helping Qualtrics scale to an $8B acquisition and then a $27B IPO. Now he's back at an earlier stage company, hoping to repeat the trip all over again. We chat through his lessons learned, his forecasting methodology, and how he architected a unified RevOps function with the CEO before joining Workato.Thanks to Our SponsorMany thanks to the sponsor of th...2024-06-1050 minRevOps FMHow to Be a Sharper Operator - Wes KaoThere's a set of skills we rely on everyday at work, often without realizing it: how we think about problems, make decisions, market our ideas, manage up, give feedback...they're all part of the operating system of how we interface with the business world.I’m fascinated by these things both because they have a massive impact on our effectiveness and because they often go unexamined. They’re just part of how we operate. But what if our ways of working are holding us back? What if we could optimize them and radically improve our performance? To...2024-06-0348 minRevOps FMInside GTM Systems at Hubspot - Rich ArchboldRunning business systems at enterprise scale has some unique challenges—especially when that enterprise is Hubspot. Today we're fortunate to chat with Rich Archbold, whose team supports all GTM systems and automation at Hubspot, including Hubspot's own Hubspot implementation. This is a truly fascinating peek behind the scenes at one of the most iconic tech companies. Rich also shares generously from his deep experience, providing insights into how to foster a culture of agility, customer-centricity, and impact within a business systems team. Thanks to Our SponsorMany thanks to the sp...2024-05-2751 minRevOps FMLessons from Leading a Unified RevOps Function - Julia KimI'm a really big believer in the idea of a unified RevOps function supporting all the go-to-market teams. But I'll be honest, sometimes it's a little discouraging when I look at how RevOps is done in practice, because outside of a few examples, I usually see essentially a sales ops function with a new name.So I wanted to find people who are actually leading a unified RevOps team in the real world and to understand how they're doing it and how it's working out for them. Today's guest is leading a very...2024-05-201h 01RevOps FMThe Future of Data Privacy in Digital Marketing - Stephane HamelEvery company pays lip service to privacy. But few seem to really value it in practice.In marketing and sales, we rely on personal and behavioural data for so many commonplace tactics, and this reliance is only increasing. It's a kind of arms race. Even if you wanted to, it feels like you can't afford to give up the perceived advantages of using personal data.And even as we continually hear about the "death" of this or that type of tracking, the reality is that hundreds of billions of advertising revenue are on...2024-05-1445 minRevOps FMBuilding Refine Labs: An Operational Perspective - Megan BowenRefine Labs has had a seismic impact on B2B marketing. Whether you agree with their philosophy or not, it's hard to deny its influence. They've set the agenda, defined the terms of the debate, and challenged many aspects of the status quo. Former CEO Chris Walker catapulted the agency to prominence with his LinkedIn thought leadership. But behind the scenes, there's also been an intricate operational odyssey to scale Refine Labs from scratch to nearly 100 employees. Today's guest, Megan Bowen, partnered with Chris from the beginning as COO before taking over as...2024-05-0645 minRevOps FMOutbound Sales Automation with Clay - Jacob TuwinerScaling an outbound motion is gruelling and difficult.For sellers, it means hours and hours of research and thousands of dials and emails, all while facing continual rejection. For RevOps, it can actually be almost as bad (albeit, in a different way). You're usually stitching together a monstrous Franken-Stack of data providers and outreach tools, the reporting and attribution are terrible, and the process still requires a ton of manual work. However, with the rise of AI, there's been an explosion of new technology solving for outbound use cases. And I began to n...2024-04-2946 minRevOps FMPlaybook of a High-Performing Marketing Leader - Thao NgoI think marketing is one of the toughest functions to lead successfully.Your job is part art, part science. You need to hire, coach, and retain talent with a huge range of skillsets that you may even not be master of yourself—from the creative to the analytical to the technical.And then your job is to simultaneously create demand, capture demand, help sales convert that demand, help customer success retain and expand that demand...your job is never done.Today we chat with one of my favourite marketing leaders, Thao Ngo. We'll ex...2024-04-2251 minRevOps FMHow to Implement a Demand Creation Strategy - Sam KuehnleMore and more marketers are embracing demand creation as a strategy, at least in principle. But making a fundamental GTM change is HARD. You need to build executive alignment, define new KPIs, identify how to educate your target audience, fine-tune your content engine, and a whole lot more. As VP of Demand Gen at Refine Labs, Sam Kuehnle has been a big part of the movement evangelizing a shift from lead gen to demand gen and has helped many companies make the transition. Now he's leading a similar shift as an...2024-04-1553 minRevOps FMLessons from a World-Class Seller - Brian LaMannaI've worked with a bunch of different sellers. Some were good. Some not so much. But one or two were truly next level.They had consistently better results. They brought in bigger deals. They closed accounts no one else could. And they just seemed to "get it" in a different way. They were switched on—you didn't need to tell them what to do. Whatever challenge you threw at them, they found a way. They seemed built just a little bit differently than other people on the team.I've always been curious about wh...2024-04-0850 minRevOps FMA Deep Dive into Customer Success Operations - Stephen McBrideSaaS companies spent the past decade optimizing for growth and customer acquisition at all costs. For many, the plan to actually retain and grow those customers has been foggy.Now with many businesses facing the reality of massive churn, it's become incredibly clear that helping customers succeed is just as important as acquiring them in the first place.So we're here today to discuss the third leg of the RevOps stool: customer success ops, and by extension, the discipline of customer success as well.CS Ops doesn't get as much love or attention...2024-04-0152 minRevOps FMThe GTM Systems Product Manager - Josh HillPrioritization is probably the biggest challenge for ops teams. Say yes to everything—you pretty quickly become a service department. Set your own priorities without input from the business—you can quickly find yourself irrelevant, even out of a job.The best model that I've seen for tackling this problem is what we could call the product management approach to managing MarTech. This is where you effectively treat your stack as an internal product and ops as a product management team working on delivering features for internal customers. Today's gues...2024-03-2546 minRevOps FMIs Marketing Mix Modelling the future of B2B analytics? - Mark StouseEvery marketing team wants attribution. But weirdly, it's often not that satisfying when they actually get it. I led many multi-touch attribution projects as a consultant, and we got really good at implementing tools, creating taxonomies, and making sure that data was clean.But I found that when you actually showed these reports to a C-level executive, it was usually kind of underwhelming. The data didn't always pass the common sense test. Today's guest thinks there's a better way — Marketing Mix Modelling. It's basically the application of mathematical techniques to model relationships between diffe...2024-03-1947 minRevOps FMBuilding a Next-Gen Composable Martech Stack - Niels FogtFor most of us in B2B, the marketing automation platform - aka "MAP" - is the anchoring piece of technology in the martech stack.When I was first buying a MAP, there were way more options than today, but generally they all bundled a few core features together — sending emails, segmenting audiences, and creating workflows.But is there a reason why you need to do your lifecycle processing in the same tool that you send emails with? What does a Martech stack look like where these roles are distributed differently?Today's guest ha...2024-03-1344 minRevOps FMAI, Growth Mindset, and the Evolution of SDRs - Kyle ColemanKyle Coleman is one of the most prominent revenue leaders on LinkedIn and a long-time champion of sales development. So there was no one better to chat with about the future of the SDR function, which some claim is facing imminent demise... Spoiler alert: Kyle doesn't share that view. But he DOES think that it needs to change. We look at how sales development will evolve in 2024 and beyond, discuss his SDR to 2-time-CMO journey, and examine how AI will impact sellers and increase productivity.Perhaps most importantly, we also go...2024-03-0352 minRevOps FMNavigating the World of Marketing Ops Consulting - Lauren Aquilino and Sydney MulliganThere comes a time in every marketing ops professional's life when they wonder if the grind of an in-house job is worth it after all. Whether it's politics, overwork, lack of resources, lack of respect, a toxic boss, or one of a million other things...it might make you think, "maybe I'd be happier as a consultant."But is the grass actually greener? What does it take to get started in consulting? Are you better off at an agency or as an independent? How do you find clients? To answer these questions (and...2024-02-2751 min