Episodes
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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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Missing episodes?
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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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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 so that someone looking for it can find it and make sense of it.
Whether you’re a full-on documentation pro or just beginning to appreciate the satisfaction that one can derive from proper documentation, we’ve got tips to help you up-level your Rev Ops documentation processes in this episode.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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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 with just their activity and should be more aligned to the fit and buyer intent. We’ll also answer why having the proper data is key for lead scoring and why you should be iterating and improving your lead scoring efforts over time. Tune into this episode for a primer on lead scoring best practices guaranteed to make this prioritization tool one of the sharpest in your marketing ops arsenal.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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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 are measured, what they’re best at, the biases each introduces into your data, and how difficult each is to track and analyze. Tune into this episode to finally (and completely) understand the differences between funnel metrics and multi-touch attribution.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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If you feel like an order taker, simply responding reactively to incoming requests rather than taking the time to think strategically, or you struggle to get anything “valuable” completed at your org, a RevOps roadmap might be what you’re missing.
In this episode of The Revenue Growth Architects, we’re working through how to build out a RevOps roadmap that is going to be valuable to the business but also can be executed efficiently by you, your team, or your shared resources effectively. We will talk you through the same process we use when we engage our own CS2 clients and how you can copy it yourself. Tune into this episode to learn how to build a rev ops road map that supports your goals and makes you feel accomplished when you look back later.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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If you look at open roles in marketing operations today you will see a slew of senior manager or director titles. All of which have a mile long list of responsibilities but that is another story. If you try to look for anything VP level or above it seems like it is non-existent. So this begs the question: Is a senior-level role realistically in the cards if you stick to marketing ops, or do you need to pivot to a different kind of position to fulfill your professional goals?
In this episode of The Revenue Growth Architects, we debate whether marketing ops does indeed have a career ceiling. We’ll take a look at why it might, why roles at different size companies matter, and what other career paths might make more sense for those in Ops looking to go up the ladder. Tune into this episode to ensure you’re cultivating the right approach to your marketing ops career path.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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With two hundred episodes officially under our belts, you’d think we’d take a victory lap. Not so! Instead, we’re taking episode 200 as a time for reflection on our marketing ops blunders, gut-wrenching mistakes, and embarrassing moments.
From botched mass email sends to public speaking freeze-ups to Marketo interesting moments gone wrong, are you even doing marketing ops if you haven’t experienced a pulse-quickening mishap from time to time? Tune into this episode to learn from our mistakes and find some commiseration for yours.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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Working in RevOps can be an extremely rewarding career path, but it can also be fraught with difficulties and frustrations that can get in the way of those operators succeeding in their role or simply just enjoying it too!
In this episode of The Revenue Growth Architects, we’re facing down three harsh truths about working in RevOps and discussing the best ways to navigate them. Whether you’re a veteran or just taking your first steps into a rev ops career, tune into this episode to learn how to tackle these common problems.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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Over the past 9 years of running CS2, we have worked on A LOT of funnel projects. So much so that funnel architecture is a key foundational area where we feel like we drive the most impact for clients. Why? Because most of the time organizations are not doing it the right way and we have truly taken the time to figure out the best way to operationalize the funnel and what small things should be avoided for better adoption.
In this episode of The Revenue Growth Architects, we’re taking you through rebuilding the funnel from scratch—and how to do it the right way. We’re getting rid of endless lists of acronyms that require a collection of footnotes to understand. We’re defining conversion points with clearly demonstrated value. And best of all, we’re doing all of it in a way that anyone in your business can easily comprehend.
Tune into this episode to learn how to build a funnel that your revenue team will adopt and your whole organization clearly understands.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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Recency Bias. Bad data. Form Friction. There are plenty of reasons to question the usefulness of self-reported attribution. In fact, Charlie once believed self-reported attribution to be pointless. So what made him change his tune?
In this episode of The Revenue Growth Architects, we’re reconsidering self-reported attribution to find out what turned Charlie from cynic to supporter. We’ll debunk our previous criticism and discuss why if you're doing great marketing that engages your buyers, they should want to tell you.
Tune into this episode to find out why self-reported attribution may help you fill an important insight gap.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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Building out an SDR team is costly, and frequently results in an organizational focus on keeping that team busy—not driving revenue. Partner that with the advance of AI tools and a shift in the way businesses are handling their outbound sales efforts and the traditional role of the SDR feels less clear than ever.
In this episode of The Revenue Growth Architects we’re critically analyzing the role of the SDR on modern sales teams. We discuss why trusting junior folks to nurture your best leads doesn’t make sense, why SDRs could be more effective in a hybrid marketing role, and why the right move might be investing those resources in other programs altogether.
Tune into this episode to find out why it may be time to critically rethink the role of the SDR in your business.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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How often have you followed up with your SDRs and discovered that the prospects they were reaching out to based on content syndication efforts didn’t actually remember that white paper or perhaps never downloaded it in the first place? Everyone seems to agree that content syndication doesn’t really work. So why are we all still doing it?
In this episode of The Revenue Growth Architects, we’re going to get to the bottom of why so many marketing teams are still using this strategy despite lackluster conversion rates. And what you might be doing operationally to also further perpetuate the problem and what you can suggest your team does to ensure it can be successful if they still want to invest.
Tune into this episode to rethink content syndication and discover what alternatives will actually yield the results you’re looking for.
Do you have a marketing ops question you’d like answered? Reach out to us at [email protected].
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