Your AI initiative isn't underperforming because of the AI. It's underperforming because of what you built it on.

Spencer Hardey, VP of Business Operations at HG Insights, joins RevOpsAF co-host Matthew Volm to break down why the boring foundational work — ICP documentation, segmentation, clean data infrastructure, cross-functional alignment — is the actual prerequisite for AI that delivers results. Plus: how to communicate the value of that foundational work to executives and boards who just want to "use more AI."

Spencer brings a rare double perspective: he's a working RevOps operator, but he's operating inside a revenue intelligence platform. Ten years at HG Insights means he's watched how both the RevOps function and the AI conversation have evolved — and he has pointed observations about where most teams get it wrong.

Key topics covered:

→ Why cross-functional alignment is the #1 job of RevOps (and how to actually own it)

→ The foundational checklist: marketing funnel, opportunity stages, post-sale tracking, ICP, and segmentation

→ Win-loss classification: human judgment vs. AI transcript analysis (and why you need both)

→ How to communicate foundational investments to executives in revenue impact terms

→ Why AI has no context without documented ICP, segmentation, and process definitions

→ How to use AI to build the foundation itself — with a human in the loop 🎙️

Speakers:

- Spencer Hardey, VP of Business Operations at HG Insights — https://www.linkedin.com/in/spencer-hardey/

- Matthew Volm, CEO & Co-Founder of RevOps Co-op — https://www.linkedin.com/in/matthewvolm/ 

🔗 Resources:

- HG Insights: https://hginsights.com/

- Episode 50: Thinking of AI? Think Data First: https://revopscoop.com/podcast/ai-revops-data-strategy

- Episode 83: Why You Should Stop "Doing AI" and Start Solving Problems: https://revopscoop.com/podcast/ai-problem-solving-not-doing

- Full podcast library: https://www.revopscoop.com/podcast

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #AI #GoToMarket #GTM #B2B #RevenueIntelligence

Most companies have a board-level AI mandate. Almost none of them have an actual AI strategy. That gap is where RevOps practitioners are living right now, and it's one of the more exhausting places to be. In this episode, Taft Love (founder of Iceberg RevOps) and co-host Camela Thompson get into what's actually happening on the ground: vague executive mandates, the build-vs-buy trap, why data quality matters more with AI (not less), and what organizational discipline really determines whether AI transformation succeeds or stalls.

This is a refreshingly grounded conversation for operators who are tired of the hype and need practical frameworks they can actually use.

Key topics covered:

→ Why "AI replaces headcount" is the wrong frame — and what to use instead

→ The jobs-to-do framework for identifying real AI use cases

→ What Taft's multi-agent project management system actually looks like (and why it wasn't easy to build)

→ Build vs. buy: what you're actually purchasing from a vendor (hint: it's stability)

→ The four organizational blockers that kill AI transformation at small companies

→ What a real AI strategy looks like: outcomes, frameworks, and wide latitude with iron boundaries

→ A free AI-powered RevOps audit tool Taft built with a former Microsoft/Amazon RevOps leader

🎙️ Speakers:

- Taft Love, Founder, Iceberg RevOps — https://www.linkedin.com/in/taft-love/

- Camela Thompson, Co-Host, RevOps Co-op — https://www.linkedin.com/in/camela-thompson/

🔗 Resources:

- Iceberg RevOps: https://icebergrevops.com

- RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

- More podcast episodes: https://www.revopscoop.com/podcast

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #AI #GTM #RevenueOps #B2B #AIStrategy

Your AI agent says revenue is on track. Your CRO is about to find out you're missing the number by 21%.

Sound familiar?

In this episode, Guillaume Jacquet (CEO & Co-Founder of Vasco) joins Matt Volm to break down why AI agents fail on revenue data, and why the fix belongs to RevOps. The problem isn't hallucination. It's grounding. And there's a four-part framework to solve it.

Guillaume walks through real examples of AI-generated reports that looked great but were built on broken data foundations, the four requirements that move AI accuracy from ~11-30% to ~98%, and why operators should think of agents as hires; not tools.

🎙️ Speakers:

- Guillaume Jacquet, CEO & Co-Founder at Vasco — https://www.linkedin.com/in/jacquet-guillaume/

- Matthew Volm, CEO & Co-Founder at RevOps Co-op — https://www.linkedin.com/in/matthewvolm/

🔗 Resources:

- Vasco (revenue data layer for AI agents): https://www.getvasco.com

- RevOps Co-op podcast library: https://www.revopscoop.com/podcast

- Episode 50: Thinking of AI? Think Data First: https://revopscoop.com/podcast/ai-revops-data-strategy

- Episode 75: How To Go From AI Experiments to Revenue Machines: https://revopscoop.com/podcast/ai-experiments-revenue-machines

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content 🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #AI #GTM #B2B #AIAgents #RevenueData

What if your next RevOps hire isn't human? Zach West of PatchOps is building AI agents that function like senior consultants, and the playbook applies to any in-house RevOps team.

In this episode, Zach breaks down why domain expertise is still the differentiator in an AI-powered world, how to build a knowledge base that turns a generic LLM into a senior operator, and where resource-strapped RevOps teams should start today. Plus: the real difference between leveraging AI and relying on it, and why it matters more than the tools themselves.

🎙️ Speakers:

- Zach West, Founder at PatchOps — https://www.linkedin.com/in/zach-west-06ab6222/ [email protected]

- Camela Thompson, Co-Host at RevOps Co-op — https://www.linkedin.com/in/camela-thompson/

🔗 Resources:

- PatchOps: https://patchops.io

- Why Most Revenue Stacks Aren't Ready for AI: https://revopscoop.com/post/revenue-stack-ai-readiness

- Episode 75: How To Go From AI Experiments to Revenue Machines: https://revopscoop.com/podcast/ai-experiments-revenue-machines

- Episode 83: Why You Should Stop "Doing AI" and Start Solving Problems: https://revopscoop.com/podcast/ai-problem-solving-not-doing

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #AI #GTM #B2B #ArtificialIntelligence #RevOpsAF

What separates a senior RevOps leader from a technically skilled order-taker? It's not the dashboards. It's not the systems. It's the ability to say no strategically, run change management at scale, and resist becoming a high-functioning service desk.

In this episode of RevOpsAF, James Jackson — VP of RevOps at Snowflake, DocuSign, and Canva — shares two vivid stories: a full comp plan overhaul across a 2,700-person sales org, and the "curse of yes" doom loop that quietly breaks ops teams everywhere. The technical work is the easy part. The hard part is everything else.

Key topics covered:

→ Why total consumption comp plans hide top performers — and how incremental consumption fixes it

→ The three stakeholders (ELT, GTM, Finance) that every comp design must serve simultaneously

→ How to run a listening tour and use it to defuse a politically charged comp rollout

→ What "flexibility where it matters, policy where you need scale" actually looks like in practice

→ Why holdovers are largely theater — and how to limit them without triggering a mutiny

→ The "doom loop" that turns ops into a reactive service desk and how to break it

→ Above-the-line prioritization: how to stay focused when everything feels urgent

🎙️ Speakers:

- James Jackson, VP of RevOps (Snowflake, DocuSign, Canva) — https://www.linkedin.com/in/jamesrjacksoniii/

- Matthew Volm, CEO + Founder, RevOps Co-op — https://www.linkedin.com/in/matthewvolm/

🔗 Resources:

- RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

- Related episode — Comp Plan Lessons Learned: https://revopscoop.com/podcast/compensation-plan-lessons-revops

- Related episode — Change Management: From Pushback to Buy-In: https://revopscoop.com/podcast/change-management-revops-enablement

- More podcast episodes: https://www.revopscoop.com/podcast

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #CompensationPlanning #ChangeManagement #B2B #GTM #SalesOperations #RevenueLeadership

What if RevOps stopped thinking of itself as a support function and started operating like a platform product team? That's the core argument Amani Phipps, Senior Revenue Architect at Bonusly, makes in this episode. And he backs it up with real AI systems his team has built: a Gong-to-HubSpot integration that auto-updates deal properties, a deal desk bot that cut tickets by 60%, and a multi-agent analytics system called Signal Forge that's poised to automate most of his team's reporting entirely.

In this conversation, Amani walks through the evolution of RevOps at Bonusly, from no RevOps function at all to an AI-first, product-minded revenue architecture team. He and Matt dig into how to start an AI journey from zero, why data hygiene is the unsexy prerequisite for everything, and what it actually means to keep a human in the loop without bottlenecking the whole system. If you're thinking about how to evolve your RevOps team for an AI-driven world, this episode is the playbook.

🎙️ Speakers:

- Amani Phipps, Senior Revenue Architect at Bonusly — https://www.linkedin.com/in/amani-phipps-115302117/

- Matthew Volm, CEO + Founder of RevOps Co-op — https://www.linkedin.com/in/matthewvolm/

🔗 Resources:

- RevOps Co-op Community: https://www.revopscoop.com/membership/membership-options

- Episode 75: How To Go From AI Experiments to Revenue Machines: https://revopscoop.com/podcast/ai-experiments-revenue-machines

- Episode 83: Why You Should Stop "Doing AI" and Start Solving Problems: https://revopscoop.com/podcast/ai-problem-solving-not-doing

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #B2B #AI #GTM #ProductManagement #RevenueArchitecture

Everyone's calling their product an "AI agent." Most of them are wrong — and the difference matters a lot for how you build your RevOps tech stack.

In this episode, Emir Atli (Co-founder & CRO of HockeyStack) joins Matt Volm to define what a true revenue agent actually is, why the data foundation most teams have won't support real AI deployment, and what this all means for the future of RevOps as a function.

Emir walks through the five eras of go-to-market software — from static dashboards to autonomous workers — and explains exactly where most "AI" tools actually fall on that spectrum. He also shares what separates the best RevOps teams from the rest after working with 300+ enterprise customers, and why he believes AI will create more demand for great go-to-market talent, not less.

🎙️ Speakers:

- Emir Atli, Co-founder & CRO at HockeyStack — https://www.linkedin.com/in/emircatli/

- Matthew Volm, CEO & Co-founder at RevOps Co-op — https://www.linkedin.com/in/matthewvolm/

🔗 Resources:

- HockeyStack: https://www.hockeystack.com

- More podcast episodes: https://www.revopscoop.com/podcast

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #AI #GoToMarket #GTM #RevenueAgents #B2B

Most teams think their campaign data is good enough — until AI starts making stuff up. Drew Smith of Attributa breaks down exactly what campaign data needs to capture, why your data dictionary is now your #1 AI prerequisite, and which system decisions are quietly killing your attribution.

If you're in marketing ops, RevOps, or anywhere near campaign measurement, this one's essential viewing. Drew covers the three non-negotiable categories of campaign data (time series, categorization, method of engagement), why Salesforce parent campaigns are a trap, how HubSpot's architecture makes time-series attribution harder than it should be, and what "garbage in, garbage out" really means when AI is doing the reasoning.

🎙️ Speakers:

Sponsored by HG Insights — real technographics, real spend intelligence, and real market signals so your territory design, segmentation, and ICP aren't based on guesswork.

🔗 Resources:

Attributa: https://attributa.io

HG Insights (episode sponsor): https://www.hginsights.com

Related: https://www.revopscoop.com/podcast

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

📺 Subscribe for more RevOps content

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #MarketingOps #MarketingOperations #CampaignData #Attribution #AI #DataStrategy #B2B #SalesOps

Is RevOps "adapt or die" in the age of AI — or is that the wrong question entirely? Taimoor Tariq, Founder of GTM Base, shares what 12 years in RevOps has taught him about staying relevant when everything is changing fast.

Spoiler: it's not about chasing the hottest tools.

In this episode, Taimoor breaks down why Claude Code has become his team's operating system, how to safely experiment with AI without wrecking your production CRM, and why the real RevOps differentiator has shifted to the parts AI can't do for you. He also walks through a real client use case where an afternoon of agentic AI work replaced what would have been a month-long engineering project — and why the "what cool AI tools should I use?" question is fundamentally the wrong one to ask.

🎙️ Speakers:

🔗 Resources:

👉 Join the RevOps Co-op community: https://www.revopscoop.com/membership/membership-options

🌐 Visit us: https://www.revopscoop.com

💼 Follow us on LinkedIn: https://www.linkedin.com/company/revops-co-op

#RevOps #RevenueOperations #SalesOps #MarketingOps #AI #GTM #GoToMarket #RevenueOps #B2B

Ever been told a CRM fix will "only take five minutes"? Yeah. We need to talk. 🔥

In Episode 85 of the RevOpsAF Podcast, co-host Camela Thompson (Head of Marketing at RevOps Co-op) is joined by her husband and fellow RevOps veteran Lance Thompson (Technical Sales Operations at SeekOut) for an unfiltered rant session covering the most ridiculous (but painfully relatable) situations every RevOps professional has lived through.

From reps hijacking renewal opportunities to enrichment tools routing leads to the wrong company, from the eternal "just explain what RevOps is" loop to the classic "this should only take five minutes" picklist update that breaks three integrations — this episode is equal parts cathartic and insightful.

🎙️ IN THIS EPISODE:

- Why users always find the one clickable thing you didn't know was clickable

- The enrichment tool logic war (and how to actually handle it)

- Why explaining RevOps to executives feels like Groundhog Day

- The "this should take 5 minutes" myth — and what it really costs

- Overcomplicating reports vs. giving executives what they actually want

- Why sales complaints are almost always valid (even when they're not about the real problem)

- The scope creep trap for solo RevOps practitioners

- How to set expectations when walking into a broken GTM org

- Why RevOps is still better than sales (Lance's take)

🔗 CONNECT WITH THE SPEAKERS:

📌 Camela Thompson on LinkedIn: https://www.linkedin.com/in/camela-thompson/

📌 Lance Thompson on LinkedIn: https://www.linkedin.com/in/lance-thompson-a93124/

📌 SeekOut: https://seekout.com

 🌐 JOIN THE REVOPS CO-OP COMMUNITY:

🔹 Website: https://www.revopscoop.com

🔹 Join the Community: https://www.revopscoop.com/membership/membership-options

🔹 Blog: https://www.revopscoop.com/learn/blog

🔹 LinkedIn: https://www.linkedin.com/company/revopscoop

🔹 Instagram: https://www.instagram.com/hey.revops/

#RevOps #RevenueOperations #RevOpsAF #SalesOps #MarketingOps #CRM #Salesforce #GTM #GoToMarket #B2BSales #DataQuality #ProcessManagement #RevOpsPodcast #TechStack #SalesEnablement