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What is your playbook? Is it a strategic weapon or another dusty checklist pretending to drive efficiency? Let’s call it what it is: too many RevOps orgs are tangled up in a mess of inherited processes, outdated documentation, and “collaboration” that’s really just chaos in disguise. Ghost SOPs, overlapping tools, five versions of the same workflow—no wonder teams are burned out and confused. If you haven’t ruthlessly audited and eliminated the redundancies in your system, what exactly are you scaling? Inefficiency? Confusion? Burnout?
Mason McMullin, VP of RevOps and Strategy, doesn’t sugarcoat it: visibility is everything. If your processes aren’t documented, shared, and owned, they might as well not exist. In his conversation with Dr. Amy Cook on Go To Market, Mason clarifies that real consolidation isn’t about moving documents into one folder. It’s about aligning OKRs, assigning ownership, and creating systems that work. Because if RevOps isn’t unified, it’s invisible. And if it’s invisible, your team is flying blind.
So what’s next? Start by listening to the full conversation with Mason McMullin, and then ask yourself: is your RevOps operation a growth engine, or a black hole? The difference is in the playbook.
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Like most RevOps leaders, Mike Rizzo’s path to the top spot took an unexpected turn from an early start in digital marketing creating newsletters and field marketing to handling site migrations and other forms of revenue technology. “I was basically trafficking ads on an ad server and learning about pixels and retargeting, experimenting with different display ads,” Mike said. “That’s when I fell in love with the whole concept of marketing and sales tech.”
What started as a need to wear multiple hats to help grow a business evolved into a powerfully diverse knowledge base that redefines what we need from marketing operations today.
During this episode of Go To Market with Dr. Amy Cook, Mike defends his evolutionary definition of today’s marketing Ops, and why a RevOps leader with expertise in executing, marketing, and marketing operations and the tech stack reinforces the most pivotal role in GTM.
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RevOps leaders juggle an endless push and pull between execution and strategy—one moment tackling data hygiene and territory adjustments, the next steering high-level growth initiatives. But here's the challenge: if you're constantly reacting, you're not building.
True impact comes from stepping back, aligning teams, and designing scalable systems that drive long-term success.
In the latest episode of Go To Market with Dr. Amy Cook, Lonny Sternberg, a RevOps expert and a leader in GTM strategies, explains why the best RevOps leaders don't just keep things running—they transform how businesses operate. And at its core, RevOps isn't just about process and data—it's about people.
This community thrives on collaboration, problem-solving, and a shared drive to help each other succeed. Want to move from maintenance mode to true business impact? This is the conversation you need to hear.
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Scaling a company isn't just about increasing revenue—it's about ensuring every team, process, and decision is aligned to drive sustainable growth. According to Noah Marks, SVP and Head of Commercial Strategy and Operations, that's where RevOps comes in.
RevOps is the function that bridges the gaps between sales, customer success, marketing, and finance to make sure everyone is working toward the same goals with the correct data and insights. Without this alignment, businesses risk inefficiencies, missed opportunities, and friction between departments that should be working in sync.
During this episode of Go To Market with Dr. Amy Cook, Noah explains how a well-run RevOps function doesn't just respond to challenges; it anticipates them and equips teams with the tools and knowledge to navigate complexity effectively.
Don’t miss this fascinating insight as Noah explains why a successful RevOps team must be structured with intention to work and which three core pillars ensure the company isn't just growing—but growing with purpose.
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RevOps has come a long way—from the wild days of spreadsheets and gut instincts to AI-driven precision. In this episode, we dive deep into the evolution of Revenue Operations, tracing its roots back to early Salesforce days and following its transformation into the powerhouse of sales, marketing, and customer success alignment.
In this episode of Go to Market with Dr. Amy Cook, meet Rob Levey, SVP of RevOps as he shares:
His firsthand account on the rise of RevOps from someone who’s been in the game since the early 2000s—back when a Rolodex was still a thing.
The rise of customer intelligence and how AI is reshaping sales strategies.
The shift from geo-based territories to account-based mastery—and why it matters.
The balancing act: How today’s RevOps leaders juggle strategy vs. execution without losing focus.
If you’re in RevOps, sales, or just fascinated by how tech has revolutionized revenue growth, this is the conversation you can’t afford to miss. Tune in! You’ll rethink everything you thought you knew about the business of revenue.
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Do you ever feel like you're making significant decisions without a clear picture of what's driving revenue? You're not alone. With data spread across marketing, sales, and customer success, connecting the dots can feel overwhelming. That's where accurate attribution makes all the difference.
AI-powered analytics and real-time data have transformed attribution from a guessing game into a strategic advantage. By tracking every touchpoint—from marketing campaigns to sales interactions and customer success engagements—RevOps leaders can pinpoint what's working, allocate resources more effectively, and refine forecasting with confidence.
As Doug Topken, Head of Global CRM and Customer Data at Ingredion Incorporated, shared on Go to Market with Dr. Amy Cook, “We've all been practicing this forever, since the beginning of our careers, but it wasn't called RevOps, and it wasn't well orchestrated. “So now we're seeing a move toward orchestration and a recognition that orchestration is not only necessary, but it is the best path toward revenue growth.”
This closed-loop approach doesn't just improve efficiency—it builds a scalable, predictable revenue engine, positioning RevOps as the true conductor of growth.
In this episode, Doug and Amy explore how AI, better collaboration, and innovative thinking are shaping the future of go-to-market strategy—and how curiosity plays a key role in staying ahead.
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What if the key to sales success wasn’t just about selling—but about building something bigger?
When Jared Robin set out to find his next job, he wasn’t looking to start a movement. But when the traditional networking spaces failed him, he unknowingly built what would become RevGenius, a thriving GTM community for B2B growth. What began as a LinkedIn group chat for job seekers quickly turned into a powerful collective—one that proved community can be a game-changer for Go-To-Market strategies.
In this episode of Go-To-Market with Dr. Amy Cook, Jared and GTM leader Karthi Ratnam unpack the power of community-led growth and how it differs from audience-led strategies. If you’re rethinking how to connect with customers and drive real impact, this conversation is one you won’t want to miss.
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Nick Robin knows how to build effective revenue operations models.
Although there is a pattern of give-and-take in most RevOps models, Nick says some areas are non-negotiable. For example, emotional intelligence and centralized go-to-market operations functions. Here's another:
"I firmly believe that comp design should be a function within revenue operations," he says in the latest episode of Go to Market with Dr. Amy Cook. "That's one of the most strategic levers you have at your disposal as a go to market organization to drive behavior and to drive change in an organization. And I fundamentally believe that if you look at revenue operations and what you're trying to use it for, is overall optimizing how I go to market, how I generate revenue, and how quickly I can do that as efficiently as possible."
Simply calling something "RevOps" doesn't make it effective. Nick's expertise illustrates that true RevOps success comes from a thoughtful and strategic approach to identifying which GTM operations functions should be centralized for maximum efficiency.
Without this analysis, teams risk adding complexity instead of solving it. To truly unlock the power of RevOps, organizations must go beyond adoption and into strategic alignment—because when RevOps is done right, it doesn't just support revenue growth; it transforms it.
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Sales is a high-stakes game where the pressure to perform never really slows down. Juggling a strong pipeline, hitting quotas, and balancing short-term wins with long-term growth is no easy feat.
In this episode of Go-To-Market with Dr. Amy Cook, RevOps advisor Andrew Conley gets real about the pressures of sales—and more importantly, how to handle them. He shares practical ways to manage stress, build resilience, and create a sustainable path to success.
From diversifying your pipeline to unconventional stress-relief strategies (hello, cold plunges), Andrew proves that leaning on community, family support, and strong coaching can help sales reps go from struggling to thriving.
Tune in to learn how to develop drive, adaptability, and a winning mindset in today’s fast-paced sales world!
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Building a truly great team isn’t just about individual talent—it’s about alignment. When everyone is rowing in the same direction, the organization moves faster, more efficiently, and with greater impact.
“I think the difference between great teams and average teams is the degree to which everybody is rowing in the same direction. If you are rowing in perfect unison, your boat will go faster,” said Clay Blanchard, RevOps expert and sales leader, during this episode of Go-To-Market with Dr. Amy Cook. “I believe it's worth the extra time it takes to maintain a collaborative culture.”
But achieving that level of unity doesn’t happen by accident. It requires intentional collaboration, clear communication, and a shared commitment to a common goal.
For Clay, maintaining a collaborative culture comes with a cost—time, effort, and patience. But through his experience working with different companies, he has learned that this investment pays off in a big way. During this discussion he explains that when people feel heard and included in the process, they’re more likely to buy in, advocate for change, and actively contribute to success. That kind of engagement isn’t just nice to have—it’s essential, especially when tackling significant or difficult changes.
The takeaway? The harder the change, the more critical it is to have true sponsorship and enrollment from those involved. Learn how a well-aligned team doesn’t just execute change; they embrace it, drive it, and ensure its long-term success. And that’s what separates great teams from the rest. If you want to lead change management with confidence, don’t miss this episode.
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Do you wonder what it takes to turn revenue chaos into an efficient flow of streamlined success? Louis Poulin, a leader of revenue operations for enterprise, has mastered the art of breaking down silos and building a centralized RevOps function from the ground up for global giants like Cisco, Amazon, Google, and PayPal.
In the latest episode of Go-to-Market with Dr. Amy Cook, Louis shares how his “plumber of RevOps” approach—focusing on fixing leaks with technology, processes, and data—has helped companies thrive. Plus, he dives into how AI is reshaping RevOps by automating processes, personalizing content, and driving smarter decisions.
Tune in for inspiration and actionable insights from a true RevOps leader!
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What would your reaction be if your number one sales rep made more cash off their commissions this year than you do?
Is it a sign of a lousy comp plan? Or is it a fantastic idea to motivate sales reps?
For Erik Charles, a leading expert in bridging sales, marketing, and engineering to advance revenue and incentive management, the answer defines a company's vision and growth potential.
"If you're not willing to realize that an incentive plan drives behavior, and if it drives a lot of behavior. You might sell a ton of product, but it just doesn't work," he said. "So that's where I always start."
Building an effective sales compensation plan is both an art and a science. For Erik, it's about balancing your company's goals with the realities of your sales cycle and team dynamics.
In this episode of Go-to-Market with Dr. Amy Cook, Erik points out that by starting with a clear understanding of your business objectives—whether that's growing revenue, capturing market share, or improving customer retention—you can create a plan that motivates your sales team without overcomplicating the process.
Simplicity, clarity, and collaboration are the cornerstones for alignment between sales, marketing, and leadership. From hiring the right talent to avoiding the common traps of frequent quota shifts, Erik explains why a thoughtful approach to comp plans sets the stage for long-term success and a thriving sales team, particularly with dynamic territory planning.
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On the latest episode of Go-to-Market with Dr. Amy Cook, Olga Traskova, vice president of RevOps at Birdeye, shares insights on the ongoing evolution of RevOps.
Once a reactive, supportive role, RevOps is now transforming into a proactive, strategic driver of business growth. Olga discusses why this shift calls for a new generation of RevOps professionals—those with technical expertise across diverse tools and systems and the ability to guide the entire customer journey.
In this engaging conversation, Amy and Olga explore the essential skills needed to thrive in this dynamic field, such as hands-on experience, strong vendor collaboration, and effective networking. They also tackle the challenges RevOps teams face, from soaring expectations to the integration of artificial intelligence, all while highlighting the critical need to balance work and life for sustained success and well-being. It's a delicate dance, and Olga navigates it with finesse.
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Looking for a proven strategy that aligns RevOps teams and long-term goals within an agile GTM function? Balaji Krish says there’s a formula for that.
In this episode of Go-to-Market with Dr. Amy Cook, Balaji explains why RevOps thrives with a hands-on, balanced formula that emphasizes 40% strategy, 40% operations, and 20% tactical practices.
“One of the most fulfilling things you can do as a RevOps leader is to connect with the cross section of your RevOps team,” Balaji said. “That keeps you engaged with what's happening on the ground. Only 40% of our ops should be strategy. The other 60% is operational and tactical. You'll never learn those operational, tactical things if you're not in touch with what's going on.”
To stay in touch, Balaji explains how zoom-in and zoom-out practices are essential for maintaining operational efficiency and team engagement. “For an operations professional, it's about making the company efficient, regardless of whether you're working with one function to the other,” he said. “And the way to do that is to be able to have a conversation with someone, which is zoomed out. At the same time having a conversation with someone who's very zoomed in.”
Regardless of the direction of your RevOps, Balaji has the experience and insight to guide your GTM strategies forward. Check it out.
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For Saket Kapoor, three essential keys drive success in revenue operations: First, being data native, which means being adept at navigating and interpreting vast amounts of data. Second, acting as a clarity creator, able to distill complex information into key insights and answer the crucial “so what?” questions. Third, generating forward momentum, since much of what RevOps identifies necessitates change and effective change management.
In other words, successful RevOps is the backbone of an effective go-to-market strategy.
Amy Cook sat down with Saket in the latest episode of Go-To-Market with Dr. Amy Cook to discuss these three pillars of successful RevOps leadership. They explored how this approach has propelled Saket to become one of the foremost thought leaders in RevOps, drawing from his extensive experience with enterprises like Deloitte, Citrix, Accenture, and now as the client engagement leader for GTM strategy at SBI, The Growth Advisory.
Don’t miss this fascinating interview about ways a new understanding and a totally modern approach to RevOps functions will transform your go-to-market strategy.
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All of us at the Fullcast Go to Market podcast want to wish you the very Merriest Christmas, and Happy Holidays! We look forward to seeing you in 2025!
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While much of a RevOps leader’s work happens behind the scenes, their impact is profound and far-reaching. For Clay Blanchard, a trailblazer in revenue operations, the mission of these “custodians of the company’s revenue” is clear: drive growth responsibly and optimize outcomes for both shareholders and the business at large.
In this episode of Go to Market with Dr. Amy Cook, Clay sheds light on how the RevOps role requires a fine balance between crafting go-to-market strategies and designing territories that challenge sales teams while staying grounded in data and achievability. Check it out!
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Have your RevOps and sales team lost that lovin’ feeling? Tyler Morrow, director of corporate sales at Qualtrics, emphasizes the importance of redefining a “win” to keep your sales team motivated and focused while also highlighting the need for collaboration with RevOps to achieve goals.
In this episode of Go to Market with Dr. Amy Cook, Tyler discusses the crucial role of transparency and communication between sales and RevOps teams, especially during territory changes, and explains why this collaboration is often overlooked.
Learn about the benefits of involving frontline AEs in account scoring, why RevOps should seek AE input to avoid costly mistakes, and discover the daily habit that helps A players excel above the competition in quota attainment.
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Katerina Ostrovsky knows that balancing art and science is key to success. As senior vice president of global revenue operations and Go-to-Market strategy at Jellysmack, she combines a lifelong dedication to RevOps with a sharp focus on data-driven strategies to engineer seamless annual plans.
“Companies are starting to understand that treating revenue as a science and process engineering every facet of sales, marketing, and customer success, while layering in the art of the customer's voice, leads to impactful results,” Katerina emphasizes.
In this episode of Go to Market with Dr. Amy Cook, Katerina Ostrovsky explains how RevOps helps stakeholders in Sales, Marketing, CS, Product, and Finance gain clarity on what it will take—timing, resources, and organizational changes—to achieve annual budget goals. Discover how strategic clarity and targeted actions can transform annual planning into real, measurable outcomes.
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For those who believe that Sales and RevOps are destined to forever be at odds, think again.
By aligning their goals and strategies, Sales and RevOps teams can transform from rivals to powerful allies and drive unprecedented growth and efficiency.
In this episode of Go to Market with Dr. Amy Cook, we’ll explore how bridging this gap can unlock new levels of performance and profitability.
Andrew Conley, GTM leader and advisor, teamed up with Cody Guymon, chief operating officer and RevOps leader, to share insider tips on how to successfully approach Go-to-Market strategies psychologically, emotionally, and tactically. What’s their secret to scoring a team win?
Is it trust, feedback, communication, or good old-fashioned data? Tune in!
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