In this episode of Demand Gen Chat, Rosalyn Santa Elena, Founder and CRO at The RevOps Collective shares her insights on how working closely with RevOps can be key for marketers to succeed, especially in tough times. Rosalyn talks about the rise of revenue operations as a function and how it is being talked about more in a marketing sense. She recommends that revenue operations should support the entire customer lifecycle, from top of funnel through being a customer, driving customer success, renewals, growth, and post-sales. She also shares her thoughts on how companies can learn from their customers and feed that knowledge back into their demand gen engine. Episode Links: Follow Tara Robertson on LinkedIn: https://www.linkedin.com/in/taraarobertson/ Follow Rosalyn Santa Elena on LinkedIn: https://www.linkedin.com/in/rosalyn-santa-elena/ Check out The RevOps Collective: https://therevopscollective.com/ Follow Udi Ledegor on LinkedIn: https://www.linkedin.com/in/udiledergor/ Check out the Revenue Engine podcast: https://www.growthforum.io/podcasts/revenue-engine For even more marketing tips… 🌶️ Sign up for the spiciest newsletter in B2B: https://www.chilipiper.com/email-signup 🌶️ Check us out on LinkedIn: https://www.linkedin.com/company/chilipiper/ 0:00:00 Introduction and overview 0:01:49 The rise of revenue operations (RevOps) as a function 0:02:30 The structure of RevOps teams 0:03:40 The importance of a holistic approach to the customer journey 0:04:07 The shift in focus for marketers towards customer success 0:05:15 The importance of learning from customer behavior 0:06:20 The impact of Rev Ops on marketing 0:07:17 The challenges of implementing Rev Ops 0:08:47 The future of Rev Ops 0:09:55 Summarizing RevOps 0:11:14 Tracking key indicators for conversion 0:12:15 Importance of defining the right ICP 0:14:07 Focusing on what's working and pausing what's not 0:15:03 The importance of constant analysis and A/B testing 0:16:11 The role of RevOps in providing insights for pivoting quickly 0:16:17 The importance of alignment and collaboration between RevOps and Marketing Ops 0:17:48 The significance of having alignment across goals, strategy, and metrics 0:19:21 The value of leveraging Marketing Ops as a strategic partner 0:20:15 The importance of sharing insights between RevOps and Marketing Ops 0:21:19 Companies seeking strategic advice from Rev Ops experts 0:21:37 The rise of RevOps as a strategic partner for marketing 0:22:41 The challenge of aligning Marketing Ops and RevOps 0:23:49 More alignment around RevOps and embracing it as a driver of revenue 0:25:08 The excitement around social media and building brand presence 0:26:12 Wrapping up