RevOps Lab

#81 Why Executives Don’t Trust the Data – with Rhys Williams, Founder & Managing Partner at Domestique


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Rhys Williams, Founder of RevOps agency Domestique, joins the show to talk about one of the most frustrating (and familiar) realities in GTM: executives don’t trust the data. But the real issue? It’s almost never about the dashboard. In this episode, Rhys walks through a practical, systems-level approach to rebuilding trust in data—from strategic alignment to process design and cross-functional buy-in.

We cover:

  • Why “I don’t trust the data” rarely means bad reporting

  • The foundational role of GTM strategy and lifecycle stages

  • How to align MQL definitions across Marketing and Sales

  • Tooling traps, reverse-engineered metrics, and the danger of dashboard overload

  • How to use operating cadences like the “Demand Council” to drive alignment

  • Why RevOps teams must lead with analysis and recommendations—not just data

Rhys Williams on LinkedIn: https://www.linkedin.com/in/rhys-williams-24563617/ 

Janis on LinkedIn: https://www.linkedin.com/in/philippstelzer    

Phillip on LinkedIn: https://www.linkedin.com/in/janiszech    

Weflow: https://www.getweflow.com


Chapters:

(00:00:00) Intro & Meet Rhys

(00:02:08) Why Executives Still Don’t Trust Data in 2025

(00:04:16) Strategy → Process → Tools → Data → Enablement

(00:07:05) Why MQLs Break Without Shared Definitions

(00:10:52) From Business Goals to KPI Trees

(00:13:19) Input vs. Output Metrics

(00:17:55) Designing Operating Cadences that Actually Use Data

(00:21:55) The RevOps Readout: How to Get a Seat at the Table

(00:26:35) Leading Through Influence – Even with Executives

(00:29:47) Book Recommendations: The 360 Leader, The Daily Stoic

...more
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