Cliff Simon, GTM & RevOps Leader at Carabiner Group, joins the show to break down how RevOps leaders can influence the single metric that matters most: enterprise value. Drawing from 20+ years in go-to-market leadership and RevOps consulting, Cliff shares his framework for building strategic RevOps—focused on people, process, tech, and data. If you’re looking to position RevOps as a value creator (not just a reporting function), this is the blueprint.

We cover:

• The four levers that drive enterprise value

• How to build a go-to-market strategy rooted in your ICP

• Why process design starts at the handoffs, not in silos

• How to enable change through internal champions and buy-in

• What “good data” actually means—and how to balance speed vs. accuracy

• Where AI fits (and doesn’t) in modern RevOps workflows

Cliff Simon on LinkedIn: https://www.linkedin.com/in/cliff-simon/ 

Free RevOps resources: https://www.getweflow.com/revops   

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

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

Chapters:

(00:00:00) Introduction

(00:01:14) Cliff’s Background and Carabiner Group’s Mission

(00:03:30) The 4 Levers That Drive Enterprise Value

(00:05:55) Building Strategy Around Your ICP and Problem Fit

(00:12:20) From Strategy to Process: Where Most Teams Go Wrong

(00:17:15) Process Buy-In and Frontline Enablement

(00:24:45) CRM Adoption, User Experience, and Internal Advocacy

(00:28:15) AI, Forecasting, and the Future of GTM

(00:33:30) Data Hygiene, Trust, and the Cost of Inaction

(00:37:40) Final Thoughts and Book Recommendations

Cristina De Martini, VP and Research Director at Forrester, joins the show to break down the seven key areas where RevOps leaders should focus to drive long-term impact. Backed by thousands of real-world conversations with operators, Cristina shares a clear framework for navigating RevOps strategy—from process optimization and tech stack design to aligning with customer needs and managing change at scale.We cover:The 7 core focus areas of RevOps leadershipWhy process optimization and revenue lifecycle management are the most common pain pointsHow to use the "five whys" framework to uncover root issuesWhy unified data doesn’t always mean a single source of truthThe right way to evaluate and reduce tech debtWhat role AI should (and shouldn’t) play in RevOps strategyCristina De Martini on LinkedIn: https://www.linkedin.com/in/cristinademartini/ Free RevOps resources: https://www.getweflow.com/revops Janis on LinkedIn: https://www.linkedin.com/in/janiszech Phillip on LinkedIn: https://www.linkedin.com/in/philippstelzer Chapters:(00:00:00) Introduction(00:01:14) Cristina’s Role and Forrester’s RevOps Research(00:04:19) The 7 Strategic Priorities in RevOps(00:06:45) Revenue Process Optimization: The #1 Conversation Topic(00:13:15) How to Uncover Root Causes with the Five Whys(00:17:19) The Biggest Data Challenges in RevOps(00:23:26) Structured vs. Unstructured Data for AI Readiness(00:30:23) Tech Debt, Redundancy, and Adoption(00:33:00) Aligning Tech Strategy with Business Outcomes(00:37:22) Book Recommendation: The Power of Positive Leadership

Hassan Irshad, Founder & CEO of RevInfinity and longtime RevOps leader, joins the podcast to shed light on one of the most overlooked pillars in revenue operations: Partner Ops. From building channel ecosystems from scratch to enabling partners and tracking ROI, Hassan walks us through the operational frameworks and tooling that power modern partner programs—and explains why it’s time for RevOps teams to stop ignoring this high-impact lever.

We cover:

• What Partner Operations is and why it's a strategic RevOps pillar

• How partnerships accelerate deals, increase ACV, and improve win rates

• Common partnership models (referrals, integrations, strategic alliances)

• How to measure partner-influenced vs. partner-sourced pipeline

• Tools of the trade: PRMs, Salesforce integrations, and Crossbeam

• Avoiding channel conflict and designing fair compensation structures

• The 3 tips every RevOps team should know before launching a partner motion
  

Hassan Irshad on LinkedIn: https://www.linkedin.com/in/hassan-irshad-5b0a6840/ 

Free RevOps resources: https://www.getweflow.com/revops  

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

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

Chapters:

(00:00:00) Introduction

(00:02:21) What is Partner Ops and Why It Matters

(00:05:39) The Shift in Buyer Behavior & the Role of Ecosystems

(00:07:46) Case Study: Building Partner Ops at Fundraise Up

(00:10:37) When to Start Thinking About Partner Ops

(00:13:53) Partner Models Explained: Referral, Channel, Integration, Strategic

(00:18:42) How to Track Attribution, Compensation, and ROI

(00:22:20) Partner Enablement and the Role of PRMs

(00:25:08) Common Challenges: Alignment, Visibility, Data Chaos

(00:32:00) Designing Incentives & Avoiding Channel Conflict

(00:36:00) Top 3 Tips for Getting Started in Partner Ops
(00:39:00) Book Recommendation: Ecosystem-Led Growth by Bob Moore

This is a reupload of the episode – perfect for anyone who missed it or wants to listen again.

Ben Murray, widely known as The SaaS CFO, joins the RevOps Lab Podcast to share his expertise on SaaS finance metrics, forecasting, and how revenue operations and finance can collaborate effectively. Drawing from his extensive experience as a CFO in SaaS companies, Ben dives deep into the importance of understanding key SaaS metrics and the relationship between RevOps and financial planning.

We cover:

- Understanding the key SaaS financial metrics: bookings, revenue, and MRR

- The role of RevOps in forecasting and planning

- The relationship between bookings and revenue recognition

- Best practices for revenue forecasting and pipeline management

- How to align RevOps with finance for better business outcomes

Ben Murray on LinkedIn: https://www.linkedin.com/in/benrmurray/

RevOps Letter: https://www.getweflow.com/revopsletter

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

Weflow: https://www.getweflow.com

Chapters:

(00:00:00) Introduction

(00:01:17) Ben’s Background and the Start of The SaaS CFO

(00:03:59) Key SaaS Metrics: Bookings, Revenue, and MRR

(00:07:31) Revenue Recognition and SaaS Finance

(00:14:39) Forecasting and the Role of RevOps

(00:19:06) How Finance and RevOps Collaborate

(00:24:00) SaaS P&L Structure and COGS

(00:28:56) Best Practices for Sales and Marketing Expenses

(00:35:30) Final Thoughts and Advice

Janis and Philipp return for another solo deep dive—this time unpacking one of the most downloaded resources they've released so far: the Salesforce Data Hygiene Cheat Sheet. Based on 100+ conversations with RevOps leaders and a viral LinkedIn post that sparked a flood of feedback, this episode breaks down the real-world challenges of maintaining clean CRM data—and what to do about it.

We cover:

• The 8 most common Salesforce data hygiene challenges

• Why bad data is worse than no data at all

• How to approach activity capture (and why Einstein Activity Capture isn’t it)

• Tools and workflows to clean, enrich, and maintain your CRM

• How AI summaries and automated field updates can drive data accuracy

• Validation rules, stage criteria, and building hygiene dashboards

• Quick wins that create trust in your CRM without overwhelming reps

Salesforce Data Hygiene Cheat Sheet : https://www.getweflow.com/content/salesforce-data-hygiene-cheat-sheet

Free RevOps resources: https://www.getweflow.com/revops  

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

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

Chapters:

(00:00:00) Introduction

(00:03:26) The Big Challenges in Salesforce Data Hygiene

(00:10:22) Quick Win #1: Advanced Activity Capture

(00:15:05) Quick Win #2: Conversation Intelligence + AI Summaries

(00:21:16) Quick Win #3: Field Updates from AI Prompts

(00:23:57) Quick Win #4: Stage Criteria and Validation Rules

(00:28:15) Quick Win #5: Monthly Data Review & Cleanup

(00:29:25) Quick Win #6: Hygiene Dashboards and Transparency

(00:30:52) Book Rec & Final Thoughts

Soham Maniar, Head of Revenue Operations at Weaviate, joins the podcast to unpack the power of signal-based outbound. From tracking product usage to de-anonymizing GitHub activity, Soham shares how he built a smarter, more precise outbound motion—one that prioritizes timing, intent, and efficiency over brute force volume. This episode is packed with practical insights for RevOps leaders looking to modernize their go-to-market strategy.

We cover:

• What signal-based outbound really means (and why it matters now)

• How to identify the signals that indicate buying intent

• The importance of signal “stacking” and account-level density

• Tools and tactics for orchestrating cross-channel outbound

• Common mistakes and how to avoid signal noise and vendor bloat

• How to operationalize scoring, prioritization, and automation

  
  

Soham Maniar on LinkedIn: https://www.linkedin.com/in/sohammaniar/

Free RevOps resources: https://www.getweflow.com/revops  

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

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

Chapters:

• (00:00:00) Introduction

• (00:01:02) Soham’s Role at Weaviate and RevOps Journey

• (00:03:05) Defining Signal-Based Outbound

• (00:06:02) Universal Signals: Website and Product Usage

• (00:08:59) Channels, Signals, and Stacking at Weaviate

• (00:14:33) Prioritization, Awareness Curves, and Buyer Density

• (00:22:50) From Fit to Behavior: Rethinking ICP

• (00:24:07) Orchestration: Enrichment, Automation & Activation

• (00:28:39) Real-Life Automation Examples

• (00:29:45) Top Mistakes and Lessons Learned in Signal Ops

• (00:33:01) Book and Blog Recommendations

Hans Lees, Director of Revenue Operations at DroneDeploy, joins the podcast to share his RevOps Discovery Framework — a powerful approach to uncovering root problems, aligning stakeholders, and driving measurable impact. Whether you're tackling process bottlenecks or trying to rally teams around shared metrics, Hans explains how slowing down with a structured discovery process can actually help you move faster and make smarter decisions in RevOps.

We cover:

• Why discovery isn’t just for sales — and how RevOps can adopt the mindset

• Hans’s 4-step RevOps Discovery Framework: Strategy, Metric, Stakeholders, Pain Types

• How to use data to tell compelling stories and align your org

• Tips for building trust through listening and stakeholder interviews

• The role of process, data, systems, and people — and how to categorize pain properly

  
  

Hans Lees on LinkedIn: https://www.linkedin.com/in/hannah-lees-269b8668/ 

https://growth-ops-studio.beehiiv.com/p/mastering-discovery-a-smarter-path-to-impact

https://growth-ops-studio.beehiiv.com/

Free RevOps resources: https://www.getweflow.com/revops  

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

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

Chapters:

• (00:00:00) Introduction

• (00:01:38) Hans Role at DroneDeploy

• (00:02:25) Why Discovery is a Missing Skill in RevOps

• (00:05:34) The RevOps Discovery Framework Explained

• (00:14:01) Aligning Metrics with Strategic Goals

• (00:19:49) Data Storytelling for Buy-in and Alignment

• (00:29:10) Engaging Stakeholders and Building Trust

• (00:39:19) Categorizing Pain: People, Process, Data, Systems

• (00:44:00) Book Recommendations and Final Thoughts

Disclaimer:

Due to technical issues with Janis' video file, we were unable to use the original footage. As a result, a placeholder was inserted for his track.

Lorena Morales, Global Director of Revenue Operations at JLL, joins the podcast to discuss what it takes to build and scale RevOps at one of the world’s largest real estate companies. With over 100,000 employees across 80+ markets, JLL operates at a scale that challenges traditional RevOps playbooks.

Lorena shares her experience structuring a RevOps team from scratch, tackling revenue leakage, and driving operational change in a complex, non-SaaS environment.

We cover:

• How RevOps operates in a 100,000-person company

• Why she started in marketing ops instead of sales ops

• The challenges of aligning revenue data across multiple business units

• How to identify and fix revenue leakage in a large organization

• The skills needed to thrive in RevOps at an enterprise company

• The role of technology in RevOps – and why the biggest challenge isn’t tools

  
  

Lorena Morales on LinkedIn: https://www.linkedin.com/in/moraleslorena/ 

Free RevOps resources: https://www.getweflow.com/revops  

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

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

Chapters:

(00:00:00) Introduction

(00:02:06) How Lorena Ended Up in RevOps at JLL

(00:06:45) Structuring RevOps in a 100,000-Person Company

(00:12:10) Identifying and Fixing Revenue Leakage

(00:18:36) The Challenges of Aligning Data Across Multiple Business Units

(00:24:50) The Reality of Enterprise RevOps – Politics, Process, and Change

(00:30:15) The Role of Technology – and Why It’s Not the Biggest Challenge

(00:37:02) The Skills You Need to Succeed in Enterprise RevOps

(00:41:05) Final Thoughts and Book Recommendations

For the first time on the podcast, Janis and Philipp take the mic without a guest to do a deep dive into a topic they deal with daily: Activity Capture in Salesforce.

If you’ve ever struggled with tracking sales activities, mapping emails to opportunities, or dealing with unreliable data in your CRM, this episode is a must-listen. Janis and Philipp break down the pitfalls of common activity capture methods, how to avoid data black holes, and how to build a setup that provides real revenue insights.

We cover:

• The different ways teams capture activities in Salesforce (and why most don’t work)

• Why Einstein Activity Capture is a black hole for your data

• The problems with relying on manual logging and sales engagement tools

• How activity data impacts forecasting, pipeline health, and rep productivity

• Best practices for building an effective activity tracking strategy

Free RevOps resources: https://www.getweflow.com/revops  

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

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

Weflow: https://www.getweflow.com 

Chapters:

(00:00:00) Introduction

(00:02:16) Why We’re Talking About Activity Capture

(00:06:45) What is Activity Capture and Why Does It Matter?

(00:12:30) The Pitfalls of Manual Logging and Einstein Activity Capture

(00:18:42) How Poor Activity Tracking Kills Forecasting & RevOps Insights

(00:24:50) Best Practices for Capturing Email and Meeting Data in Salesforce

(00:30:15) The Role of Automation in Activity Capture

(00:37:02) Common Myths About Activity Data & How to Fix Them

(00:41:05) Final Thoughts and Resources

Jeff Ignacio, RevOps expert and creator of Revenue Operations Impact, returns to the podcast to deep-dive into advanced pipeline management. With years of experience optimizing sales processes at high-growth startups, Jeff breaks down the mechanics of pipeline health, forecasting accuracy, and the operating cadences that separate top-performing revenue teams from the rest.

If you’ve ever wondered why the classic 3x pipeline coverage rule is flawed or how to refine your pipeline reviews for better forecasting, this episode is packed with tactical insights you won’t want to miss.

We cover:

• Why pipeline management is the foundation of great forecasting

• The 3x pipeline coverage rule—truth or myth?

• How to structure effective pipeline reviews that actually move the needle

• Best practices for building operating cadences that scale

• The role of RevOps in helping sales teams drive predictability

• The biggest mistakes revenue teams make when inspecting pipeline health

  
  

Jeff Ignacio on LinkedIn: https://www.linkedin.com/in/jeffbethechange

Free RevOps resources: https://www.getweflow.com/revops 

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

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

Weflow: https://www.getweflow.com

Further Reading from Jeff Ignacio:

Advanced Pipeline Management: https://revengine.substack.com/p/advanced-pipeline-management 

What Sales Leaders Should Know About Pipeline Coverage: https://revengine.substack.com/p/what-sales-leaders-should-know-about

Chapters:

(00:00:00) Introduction

(00:02:04) Jeff’s Background and RevOps Journey

(00:06:45) The Core Pillars of Pipeline Management

(00:12:10) Forecasting vs. Pipeline Management – What’s the Difference?

(00:18:36) Operating Cadences: How to Run Pipeline Reviews Effectively

(00:24:50) The 3x Pipeline Coverage Rule: A Dangerous Heuristic?

(00:30:15) How to Improve Forecast Accuracy Through Pipeline Discipline

(00:37:02) Common Pipeline Inspection Mistakes and How to Avoid Them

(00:41:05) Final Thoughts and Jeff’s Recommended Reads