RevOps FM

Matt Volm is the founder of RevOps Co-op, a vibrant community for RevOps pros.

He shares his journey as a repeat founder, who has taken the roller-coaster of building multiple startups, and reflects on the tenacity and toughness it requires.

RevOps Co-op actually started as a community in support of a software company, but when Matt saw the need for more education and resources for the RevOps field, he pivoted and hasn't looked back.

Matt and I discuss the crucial interplay between finance and RevOps, how RevOps pros can build their finance acumen, the hot debate on unified vs. split RevOps functions, and much more.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Matt Volm is a repeat founder and CEO of RevOps Co-op, a community for folks who love revenue operations. He's also a scout at Mucker Capital, focused on early stage B2B software. Matt has an MBA from Berkeley Haas and a background in strategic finance, operations and business development.

https://www.linkedin.com/in/matthewvolm/

• [00:00] - Introduction
• [01:01] - Finance and RevOps
• [07:01] - Developing finance literacy
• [10:15] - Operating during the tech bubble
• [12:35] - Unified vs. split RevOps
• [21:13] - RevOps Co-op
• [27:53] - Lessons learned as a repeat founder
• [32:00] - The community-led business model
• [39:05] - What’s next for RevOps?

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

• RevOps Co-op
• I just shut down my startup. Here’s what I learned.

Visit the RevOps FM Substack for our weekly newsletter:

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Content has been the lifeblood of how B2B companies go to market for at least 20 years, since Hubspot pioneered the concept of Inbound Marketing.

We make content, we drip it out, we nurture people with it, we align it with our funnels, and we have a conviction that it makes people buy things—although that's also quite difficult to prove.

The content game is not going anywhere, but it IS changing. And to guide us through those changes, we're chatting today with B2B content expert Ashley Faus, Head of Lifecycle Marketing at Atlassian.

Ashley challenges traditional content mapping to the B2B funnel and introduces the idea of a "content playground" where people engage with content in a way that suits them best in a non-linear, non-standard journey.

She also delves into the different intents behind content (buy, use, help, trust), the different levels of content (conceptual, strategic, tactical), the nuances between individual and brand-led content, and the growing role of B2B creators.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Ashley Faus is a marketer, writer, speaker by day, and a singer, actor, fitness fiend by night.

She's a leading content marketing expert who loves telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels. For the past seven years, she's been the Head of Lifecycle Marketing, Portfolio, at Atlassian.

Her writing has been published on TIME, Forbes, MarketingProfs, and The Muse, and she's spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs.

https://www.linkedin.com/in/ashleyfaus/

• [00:00] - Introduction
• [01:17] - A brief history of content marketing
• [04:41] - Over-indexing on attribution
• [08:55] - Different types of content intent
• [15:42] - Individual vs. brand-led content
• [19:12] - B2B creators
• [29:24] - The content playground
• [45:52] - Email as a consumption channel
• [49:02] - Treating people as a whole human
• [51:47] - Content formats
• [54:54] - AI

• Create a “Content Playground” that’s Fun for Buyers (and Lucrative for You)

Visit the RevOps FM Substack for our weekly newsletter:

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In this week's episode, we delve into the evolving landscape of sales with Jacco van der Kooij, founder of Winning by Design and a renowned expert in go-to-market strategies.

We begin by reflecting on the "Golden Age of SaaS," a period defined by rapid growth but also unsustainable business dynamics. As market conditions shift, we explore how revenue teams must adapt to thrive in the current environment.

AI is becoming an integral part of the sales industry. Jacco shares his insights on how AI will transform sales roles, automating many tasks that currently consume significant time and resources and shrinking the number of jobs.

Revenue Operations has a crucial role in this changing landscape, as the only function positioned to optimize the end-to-end buying process.

Join us for a thoughtful discussion on the past, present, and future of sales, and gain valuable insights from one of the industry's leading minds.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Jacco van der Kooij is an internationally renowned author, business leader, and thought leader on revenue growth and strategy. He is the founder of Winning By Design, a global B2B revenue consulting and training company, which consults for and trains GTM teams at companies such as Uber Eats, DocuSign, MURAL and OwnBackup.

https://www.linkedin.com/in/jaccovanderkooij/

• [00:00] - Introduction
• [01:27] - The Golden Age of SaaS
• [04:21] - The old style vs. the new style of buying
• [08:34] - Adapting to the new reality
• [16:19] - Sales rockstars vs. consistent process
• [19:01] - The role of RevOps in establishing repeatability
• [26:50] - How to get salespeople to follow process
• [32:06] - AI vs. humans in sales
• [46:14] - Increasing focus on delivering impact

Big thanks goes out UserGems for sponsoring today’s episode. 

We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going.

UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.

You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. 

So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners.

Try UserGems

• Winning by Design Resource Library
• Revenue Architecture Book, by Jacco van der Kooij
• The Revenue Formula Podcast - The SaaS Reset and what's next
• Marc Andreeson - Why Software is Eating the World

Visit the RevOps FM Substack for our weekly newsletter:

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Is the future of SaaS growth product-led or sales-led? What if it's both? Zapier uses PLG to create an ecosystem of users and product signals which then drives their sales-led outreach.

Coordinating these motions in parallel takes technical sophistication, great communication, and tight process. Fortunately, they have a unified RevOps team that keeps everyone on the same page.

This week we chat with Lindsay Rothlisberger, Director of RevOps at Zapier, about how her team helps the magic happen.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Lindsay Rothlisberger is a dedicated Revenue Operations Leader with a background enriched in marketing. She thrives on transforming ideas into strategies that improve the customer experience and business metrics. She currently serves as Director of Revenue Operations at Zapier, and has previously held marketing positions at UNiDAYS, Oracle, and Blackboard.

https://www.linkedin.com/in/lindsay-rothlisberger/

• [00:00] - Introduction
• [00:59] - The RevOps scope at Zapier
• [02:52] - Blending PLG and Sales-Led Funnels
• [15:11] - How RevOps helps coordinate different GTM motions
• [22:19] - Org and reporting structure
• [28:49] - Planning and prioritization
• [34:05] - Tech stack and governance
• [41:07] - Tracking signals and CRM architecture

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

• How Zapier created a centralized revenue operations team

Visit the RevOps FM Substack for our weekly newsletter:

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B2B buying signals are generating a lot of buzz right now—and for good reason.

In today's challenging selling environment, conversion rates are dipping, and identifying active buyers has become more critical than ever. Signal vendors offer a promising solution, but the questions remain: Are these signals truly transformative? How can they enhance your go-to-market strategy? And what the heck is a "signal" anyhow?

In this episode, Chris Walker joins me to demystify the concept of buying signals. With his characteristic clarity and candor, Chris sheds light on why he's emphasizing signals as a key driver for efficient growth.

Regular listeners will know Chris as a significant influence on my thinking. I’ve learned a lot from him over the years, making it a true pleasure to finally have him on the show.

Tune in as we cut through the noise and delve into the real impact of B2B buying signals.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Chris Walker is a serial entrepreneur and go-to-market thought leader. In 2019 he founded Refine Labs, the leading B2B Digital Marketing and Demand Generation agency, growing it to an 8-figure revenue business with a dominating digital presence in less than 3 years. In 2024 he launched Passetto, a tech-enabled GTM Strategy Consultancy that helps B2B executives identify and execute against their highest priority growth levers with confidence and clarity. Chris is host of B2B Revenue Vitals (formerly State of Demand Gen), one of the top marketing and GTM podcasts.

https://www.linkedin.com/in/chriswalker171/

• [00:00] - Introduction
• [01:34] - Shifting focus to signals
• [08:03] - What is a signal?
• [11:59] - The signal data layer
• [18:12] - Connection between demand creation and signals
• [21:13] - Landscape of signal tools
• [24:39] - Identifying high-converting signals
• [36:25] - Inbound vs. outbound
• [40:34] - How RevOps can level up

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

Visit the RevOps FM Substack for our weekly newsletter:

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Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

I have a fascination with how SaaS products actually get made—especially those that become institutions in the software landscape.

As users, we become deeply familiar with these products, the nitty-gritty of how they work, and what it's like to live inside them. People base entire careers on these platforms.

What we usually DON'T see is the backstory:

• How do these great products get designed?
• What were the decisions and trade-offs along the way?
• How do they catch on?
• How do you create lovable features?
• What causes great products to often stagnate?

Today's guest is a legendary product leader and innovator. As the first employee of Marketo, Glen Lipka led the product team during a critical early phase, building many of its still most-beloved features.

This episode is packed with Marketo lore, product design insights, and lessons about how to build a product that users love.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Glen Lipka is a 25+ year veteran of product innovation and design. As Chief Design Officer and first employee at Marketo, he built the flagship product. He has held numerous other product leadership roles and is currently VP of Product Design for Crowdstrike.

https://www.linkedin.com/in/glenlipka/

• [00:00] - Introduction
• [01:14] - Glen’s start at Marketo
• [02:56] - Marketo’s first features
• [13:36] - Product differentiation
• [20:37] - Developing the concept of marketing automation
• [26:00] - Why great products start to suck
• [40:46] - Hubspot as a product company
• [44:19] - AI

• Glen's series of retrospective articles on building Marketo
• Glen's personal blog

Visit the RevOps FM Substack for our weekly newsletter:

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What does it take to scale a company from $100M to over $1B in ARR?

Cody Guymon has taken a journey that most revenue operators could only dream of—helping Qualtrics scale to an $8B acquisition and then a $27B IPO. Now he's back at an earlier stage company, hoping to repeat the trip all over again.

We chat through his lessons learned, his forecasting methodology, and how he architected a unified RevOps function with the CEO before joining Workato.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Cody Guymon is a strategic sales and operations leader, leading teams at Vivint, Qualtrics, and now Workato. He helped scale Qualtrics from a $1B unicorn to an $8B SAP acquisition and then through an IPO at a $20B+ valuation. Today he serves as the COO of GTM Operations at Workato.

https://www.linkedin.com/in/codyguymon/

• [00:00] - Introduction
• [01:07] - What is GTM operations?
• [03:50] - Working 1-1 with reps in the field
• [04:46] - Creating a truly unified GTM ops function
• [16:56] - Go-to-market analytics
• [19:16] - Pros and cons of unification
• [23:29] - Project planning and prioritization
• [30:17] - Forecasting and thinking long-term
• [39:24] - Experience at Qualtrics and SAP
• [47:03] - Cody’s daily routines

Big thanks goes out UserGems for sponsoring today’s episode. 

We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going.

UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.

You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. 

So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners.

Try UserGems

Visit the RevOps FM Substack for our weekly newsletter:

Newsletter

There's a set of skills we rely on everyday at work, often without realizing it: how we think about problems, make decisions, market our ideas, manage up, give feedback...they're all part of the operating system of how we interface with the business world.

I’m fascinated by these things both because they have a massive impact on our effectiveness and because they often go unexamined. They’re just part of how we operate. But what if our ways of working are holding us back? What if we could optimize them and radically improve our performance?

Today's guest is a serial entrepreneur, marketer, and operator. These days she focuses on exploring and writing about these "deceivingly basic" topics in one of my favourite newsletters, which reaches more than 250,000 people.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Wes Kao is an entrepreneur, speaker, coach, and advisor who writes at newsletter.weskao.com. She is co-founder of Maven, an edtech company that raised $25M from First Round and Andreessen Horowitz. Previously, she co-founded the altMBA with bestselling author Seth Godin.

https://www.linkedin.com/in/weskao/

• [00:00] - Introduction
• [01:28] - Why write about “deceivingly basic” topics
• [06:56] - Rigorous thinking
• [10:43] - Building a culture of rigorous thinking
• [21:10] - Bottom line up front
• [26:39] - Relationship with your manager
• [37:23] - Change management
• [41:32] - Empathy
• [44:09] - Being a LinkedIn creator

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

• Wes Kao's Newsletter

Visit the RevOps FM Substack for our weekly newsletter:

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Running business systems at enterprise scale has some unique challenges—especially when that enterprise is Hubspot.

Today we're fortunate to chat with Rich Archbold, whose team supports all GTM systems and automation at Hubspot, including Hubspot's own Hubspot implementation.

This is a truly fascinating peek behind the scenes at one of the most iconic tech companies. Rich also shares generously from his deep experience, providing insights into how to foster a culture of agility, customer-centricity, and impact within a business systems team.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Rich Archbold is VP of Engineering for GTM Systems at Hubspot. He is passionate about building and scaling high-performing, highly engaged teams that build and operate world-class, mission-critical technology products and services. Prior to Hubspot, he held business systems and engineering leadership roles at Intercom, Facebook, and Amazon.

https://www.linkedin.com/in/richardarchbold/

• [00:00] - Introduction
• [01:06] - Transitioning from engineering to business systems
• [10:42] - GTM systems team structure at Hubspot
• [15:17] - Centralized vs. decentralized systems ownership
• [20:51] - Hubspot’s tech stack
• [23:02] - Can Hubspot work at enterprise scale?
• [25:11] - Hubspot Prospecting Workspace
• [31:16] - Use of Workato
• [33:24] - Lead processing systems
• [36:23] - Data quality
• [46:22] - Prioritization

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

• 6 things I learned the hard way leading business systems

Visit the RevOps FM Substack for our weekly newsletter:

Newsletter

I'm a really big believer in the idea of a unified RevOps function supporting all the go-to-market teams.

But I'll be honest, sometimes it's a little discouraging when I look at how RevOps is done in practice, because outside of a few examples, I usually see essentially a sales ops function with a new name.

So I wanted to find people who are actually leading a unified RevOps team in the real world and to understand how they're doing it and how it's working out for them.

Today's guest is leading a very mature RevOps function at Electric and has a ton of practical insight to share.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Julia Kim is VP of Revenue Operations for Electric and an Adjunct Instructor at Columbia University. She has over 10 years experience as an operations executive and has launched award-winning consumer and SaaS products mentioned in the Wall Street Journal, Forbes, Forrester, and TechCrunch.

Before Electric, she led GTM operations for 4 profitable acquisitions. In addition to her RevOps experience, she has a technical background with a recent focus in artificial intelligence and predictive data modelling.

https://www.linkedin.com/in/juliajuleskim/

• [00:00] - Introduction
• [01:50] - Definition of Revenue Operations
• [03:40] - RevOps at different stages of maturity
• [09:09] - Deep dive on Julia’s team structure
• [14:00] - Collaboration within the RevOps team
• [21:52] - Addressing concerns about unifying the ops functions
• [28:07] - Identifying biggest opportunities for impact
• [37:19] - Relationship with data team
• [40:11] - Change management and enablement
• [47:37] - RevOps and AI
• [55:11] - What’s a current challenge?

Big thanks goes out UserGems for sponsoring today’s episode. 

We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going.

UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.

You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. 

So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners.

Try UserGems

Visit the RevOps FM Substack for our weekly newsletter:

Newsletter