This week we sit down with Mallory Lee, a seasoned RevOps leader whose career spans transformative roles at Pardot, Terminus, and more. Together, we tackle the realities of RevOps today, from debunking the myth that RevOps is the buyer for tech tools to navigating the challenges of unified operations. Mallory reflects on her time leading teams through the rise of ABM platforms, highlighting lessons learned about hype, strategy, and staying grounded in reality. She also shares her candid...

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...

Attribution 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...

This 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...

This 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...

Sales 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...

In 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...

You 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...

Quote-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...

This 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...

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...

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 explore how to tell...

Enabling 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...

Matt 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...

Content 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,...

In 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...

Is 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...

B2B 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...

I 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...

What 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...

There'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...

Running 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,...

I'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...

Every 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...