00:00 Intro 00:58 AI is Taking SDR Jobs, we're seeing it across clients. Is it good/bad and what are the implications? 17:52 Is "Founder Brand" For Everyone? Should all CEOs be public personas? 27:11 Nurtures are dead (or are they?) and what is the current state of nurturing in 2024/25?

00:00 Introduction 01:01 Is Attribution data divisive? Is it the data's fault or is it a people problem? 21:26 GTM or GTFO: reacting to a video on measurement 31:18 What term should we use: funnel, lifecycle, pipeline or something else? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn:...

00:00 Introduction 01:02 GTM/Marketing/Rev Ops is Escalating in Complexity 18:12 Is Linkedin Beef a good GTM Strategy? 31:50 When in the sales process should you create an Opportunity? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on...

00:00 Intro 01:16 Funnel Attribution vs. Multi-touch Attribution 11:32 How to avoid the credit game drama between marketing and sales 17:59 The different biases 20:49 The data structure needed for each type 30:34 Which type to start with 34:33 Can you use multi-touch attribution data for funnel metrics reporting? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here:...

Check out Charlie's latest chat with the crew from the RevOps Champions podcast. They talk about: - What is GTM Ops - The unfulfilled promise of RevOps - Data, reporting, and attribution - And lots more! Hear more from us: Subscribe to us on Youtube! Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn:...

Struggling to get a complete view of your different GTM motions and their performance? You can report on marketing MQLs ok, but not on Outbound, Partner, Account-Based, or Customer Expansion? Crissy breaks down unifying your GTM data and shows a couple examples. Want to see what she is sharing? Check out the YouTube video here: https://youtu.be/Nlm6qL7dwQY Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter...

00:00 Intro 01:35 The biggest UTM mistakes companies make 13:59 What we have learned deploying 15 Lifecycle/funnel custom objects into complex B2B SaaS Salesforce environments 30:38 How to level up how you communicate and interact with leadership if you're in GTM Ops Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow...

Crissy sat down with Finn on The Founder-Led Marketing Show and had a wide-ranging conversation on: - How to Build a GTM Ops Team - How to Track a Buyer Funnel - How to Build Unified Reporting - And lots more! Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn:...

If you're leading any of the GTM teams (marketing, sales, customer success) this is for you. Or if you're working in these teams (or in an ops team) and need to get leadership onboard with focusing on GTM ops send this video to them today. 00:00 Intro 00:06 Top 3 CMO Struggles 00:21 Top 3 CRO Struggles 00:30 The pains and GTM Ops focus 01:20 1st reason 01:59 2nd reason 02:14 3rd reason 02:46 4th reason 03:21 5th reason Hear more from us: Subscribe to us on Youtube...

Account-Based Marketing has been the rage for several years now. And over and over again we see leadership pushing the teams to operationalize an Account Funnel while underinvesting in the Person Funnel. This isn't the way. For 3 reasons. And Crissy breaks down why. 00:00 Intro 00:27 First Reason 01:35 Second Reason 02:48 Third Reason Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here:...

We're back with Charlie, Crissy, and Xander discussing some of the biggest questions in B2B SaaS GTM. 00:00 Intro 00:27 Discussion on the newest outbound tools (e.g. Clay) 18:54 What people get wrong with ABM and how we define ABM vs. Account-Based Operations 37:49 Our new Go-To-Market Operations Framework Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here:...

Charlie joins the RevOps Lab podcast to talk about tracking funnel metrics across the entire marketing and sales funnel. What you’ll learn in this episode: - How a CRM can help you with tracking and if it is the only source of truth - Which potholes to avoid - How the reporting is done with a custom object https://www.linkedin.com/in/charliesaunders/ RevOps Letter: https://www.getweflow.com/revopsletter Janis on LinkedIn: https://www.linkedin.com/in/philippstelzer/ Philipp on LinkedIn:...

Stop the chaos! Why is it that every marketing automation platform we audit, whether it's Marketo, Hubspot, or Pardot, has every automation firing at once? Why is it that the order of operations is never factored in, so there are sync issues, routing issues, and super slow speed to lead? Well, it's because few people realize that you need to architect Marketo, Hubspot, or Pardot in a particular way. Xander will explain all in this episode. If you want to hear more from us: Subscribe to us...

Every B2B company has a funnel tracking process. And quite often, that process is seriously limited or broken. Leads get lost, data is inaccurate, and businesses struggle to produce insights and accurate reporting. I've seen this first hand, and so has this week's guest - Charlie Saunders. We've both spent years as consultants fixing broken funnels. In this episode, we talk about the many reasons funnel tracking goes wrong and dive deep into the architecture of the scalable solution Charlie's...

Crissy joined the Collective Wisdom podcast by Demand Collective to discuss how marketers should architect their revenue process and marketing campaigns.

Crissy joins the Attribution Time podcast to share her perspective on all things attribution.

Crissy joined the Humans of Martech Podcast in a wide-ranging discussion. The discussion explored the evolution from tactical management to strategic leadership, and the adaptation to changing marketing strategies. Also, the significance of specialized platforms in marketing automation, the critical role of the sales funnel in revenue growth, the shift in email marketing towards ‘inbox influence’, and revitalizing outbound marketing strategies. This episode is a concise yet profound guide,...

Charlie and Crissy joined Chris Walker on the Revenue Vitals podcast to talk through the intricaies of funnel/pipeline architecture vs. MT attribution. The conversation spotlights the foundational importance of understanding how funnel tracking sets the stage for a company's go-to-market success, transcending mere marketing analytics. The discussion provides a nuanced exploration into the stark differences between funnel tracking and multitouch attribution. While both concepts play vital...

Crissy joined the Operations With Sean Lane podcast to share her thoughts on consulting vs. in-house for ops professionals. They discuss how consultants have many more data points and companies they’re exposed to so their ability to find patterns and create frameworks is accelerated at an unfairly high rate. And she shares the frameworks she has used consulting over 100 high growth B2B tech companies.

What do you do after recording more than 200 episodes of a podcast? Take a break! In all seriousness, we have decided to take a quick hiatus from delivering new episodes weekly for a bit while we focus on a fresh new strategy for our content and what we add to this podcast channel. It’s been a pleasure to deliver valuable insights and actions on go-to-market operations and strategy to you every week (since 2019!). But right now we just feel like it might be time to shake it up a bit. In the...

You’ve identified a large amount of accounts that are a good fit for your business and fit your ICP. Now what? That’s where account tiering comes in. In this episode of The Revenue Growth Architects, we’re taking a look at how to use account tiers and how it can be an effective tool for prioritizing accounts, as well as defining what the strategy will be from marketing and sales for those accounts. We’ll dive into defining your Ideal Customer Profile, then venture into thinking about layering...

Documentation is the silent hero of operations, particularly when it’s done well. Yet many operators skip this step altogether. In this episode of The Revenue Growth Architects, we’re sharing our top 3 tips for creating documentation so that you don’t skip it and people will actually use it! We’ll discuss why documentation and project management are different, why your documentation practice should start with a good old-fashioned document, and how best to organize your various documentation...

Despite the naysayers predicting its untimely demise, lead scoring as a buyer prioritization tool still has a lot of life left. But if you’re going to score your leads, you better do it the right way. In this episode of The Revenue Growth Architects, we identify three of the most common lead scoring mistakes folks tend to make and (crucially) what you can do to avoid them. For starters, we’ll look at why lead scoring should actually be viewed more as buyer prioritization and has less to do...

How’s your handle on the differences between funnel metrics and multi-touch attribution? We see a lot of confused marketers confidently referring to one when they actually mean the other, and we think it’s high time to set the record straight. In this episode of The Revenue Growth Architects, we’re quickly (in around 10 minutes) demystifying the confusion around funnel metrics and multi-touch attribution by discussing five key differences. These include how funnel metrics and MT attribution...