Episodi
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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: https://www.linkedin.com/in/crveteresaunders/
Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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 LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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Episodi mancanti?
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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: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter
Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/
Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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 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: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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 on LinkedIn: https://www.linkedin.com/in/crveteresaunders/
Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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: https://www.linkedin.com/in/crveteresaunders/
Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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 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 LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter
Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/
Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter
Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/
Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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: https://www.linkedin.com/in/janiszech/
Weflow: https://www.getweflow.com/
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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 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 LinkedIn: https://www.linkedin.com/in/charliesaunders/
Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/
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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 team has developed.
Check out more episodes of Justin's podcast here: https://revops.fm/
If you want to 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: https://www.linkedin.com/in/charliesaunders/
Follow Xanderon LinkedIn: lhttps://www.linkedin.com/in/xanderbroeffle/
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Crissy joins the Attribution Time podcast to share her perspective on all things attribution.
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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, offering actionable insights for martech professionals to navigate their careers and strategies effectively.
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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 roles within a company's data-driven decision-making processes, they each serve distinct purposes.
Chris, Charlie, and Crissy dissect common missteps companies face, emphasizing the need for a strong, actionable understanding of buyer progression and sales optimization.
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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.
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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 meantime, we will be sharing past recordings we have done for other podcasts that we thought you would love.
Stay tuned for what is next from us and we’d love for you to stay subscribed here to make sure you don’t miss future updates. And we also ask that you follow us on YouTube for any new video content we put out in the meantime.
And if you are a fan and want to send us a special note and inquire on what is next - email us at [email protected].
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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 your accounts into three types: key accounts, valuable accounts, and programmatic accounts. And then we will cover how to maintain and use these account tiers long-term.
Tune in to learn how to get the most out of your account-based Go to Market strategy with tiered accounts.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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