The Data Room

When COVID hit, Toby Carrington, EVP of Global Operations, and the rest of the leadership team at Seismic had just completed their SKO in early 2020.

The team was forced to pivot completely to remote learning, alongside adapting to new ways of working overall.

That required a whole new approach to training content and engagement. In this episode, Toby discusses the investments Seismic made in remote learning to make it happen.

We also discuss:

- Using Lessonly to deliver remote sales learning

- Auditing the tech stack and ensuring all tools are integrated

- Why BI and insights are so critical

- Merging multiple ops teams and data models

- The perfect ops team

Have an idea for a guest or show topic? Email me at [email protected].

Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts.

Listening on a desktop & can’t see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

How can RevOps leaders get a seat at the executive leadership table? Here’s a secret: The revenue operations team often knows more about the tactical ins and outs of growing the company than any other department.

In this episode, Scott Stouffer (CEO and Co-Founder of scaleMatters) explores tangible ways that RevOps leaders can provide such strategic value:

- Identify friction in the go-to-market engine (1:35)

- Optimize for product-market message fit (3:25)

- Capture information about your prospects faster and more accurately (4:58)

- Improve sales conversations and prospecting scripts (6:36)

- Refine competitive positioning in an unbiased way (7:44)

- Determine which sourcing strategies are most effective (9:06)

- Calling out process breakdowns relatively quickly (10:20)

With a background in engineering, bioinstrumentation, and product management, he’s not your average marketer or chief exec.

He’s spent his time in the trenches, learning, observing patterns, and now he’s adapting that knowledge to disrupt fusty old GTM practices and create exponential demand gen.

In this episode, Chris Walker, the charismatic CEO of Refine Labs, gives me a stimulating glimpse inside the mind of a wunderkind demand accelerator.

Over the course of this conversation, we’ll discuss:

- The best 3 ways to learn the truth about your customers

- Creating content for omnichannel dominance

- Getting your CAC in the right place

- How eliminating budget waste drives innovation

- Approaching rev gen like a manufacturing process  

Resources mentioned during the podcast:

- The State of Demand Gen podcast, hosted by Chris Walker  

Have an idea for a guest or show topic? Email me at [email protected].

Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts.

Listening on a desktop & can’t see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Have you ever had to clean up your CRM? If you’re like most RevOps leaders, it’s a regular chore to audit CRM data and ensure all the data is standardized.

What if there was a better way to handle these cleanups - so you wouldn’t have to do them at all?

In this episode, Scott Stouffer, CEO and Co-Founder of scaleMatters, shares the pitfalls of periodic CRM data cleanups:

- The cycle of why the CRM never seems to stay clean (1:27)

- How to use data integrity protocols to ensure better data integrity (3:59)

- Tips to create a culture of data sanctity with your sales team (8:07)

Multi-touch attribution gets a lot of attention from marketing teams, but how much of it is necessary?

For all of the hype around attribution models and technologies, Scott Stouffer argues that focus could be better spent on more productive activities. Join Scott in The Data Room as he explores the issues with multi-touch attribution reporting:

- Reviewing the three goals of multi-touch attribution reporting (and which one is destructive to companies) (1:34)

- Explaining why it’s almost impossible to truly measure marketing influence (3:02)

- The problems with multi-touch attribution with a longer sales cycles (5:55)

- Introducing concept of multi-cycle attribution and how it can be more reflective of the true sales cycle (12:40)

In enterprise sales, you can’t save the quarter with last-minute prospecting.

It just doesn’t work.

To be successful, you need to have a relationship with the customer. You need to understand them and put them at the center of your strategy.

And that takes planning and alignment across your organization.

In this episode, Michelle Sidwell, SVP, Enterprise at SalesLoft, shares how she ensures that her team is aligned and invested in customer relationships.

We discuss:

• Why you can’t save the quarter with last-minute prospecting

Resources mentioned during the podcast:

• Insight Selling by Mike Schultz and John E. Doerr  

Have an idea for a guest or show topic? Email me at [email protected].

Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts.

Listening on a desktop & can’t see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

An important part of growing a company is having a solid brand. Among the many things to tackle when brand building is figuring out the optimal way to position yourself in relation to your perceived competition.

In this 10-minute episode, Scott Stouffer (CEO and Co-Founder of scaleMatters) reviews the importance of nailing your competitive positioning, including:  

- The goals of strong competitive positioning (2:02) 

- What early-stage companies should do when they don’t have direct competitors (4:22) 

- How to start building your competitive positioning (7:10) 

- A pro tip to use Gong and Chorus to efficiently build understanding (9:10)

G2 crossed $50M in ARR in 2020.

That’s rarefied air. Only about 4% of SaaS and subscription companies have ever hit that mark.

In this episode, we’re taking a peek behind the curtain to see the GTM processes and planning that G2 put in place to reach the summit.

Mike Weir, the Chief Revenue Officer at G2, shares his insights on the strategies you should use to reach that mark, and what you should prioritize once you’re there.

We discuss:

- How to adopt a strong and rigorous planning process

- How focusing on the growth of your people positions your company for growth

- Why buyer intent data is important

Have an idea for a guest or show topic? Email me at [email protected].

Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts.

Listening on a desktop & can’t see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Go-to-market data can be defined as data captured in your go-to-market tech stack (your CRM, marketing automation, or sales enablement tools). But although many people are capturing data, not many people know how to use it to improve customer acquisition and retention approaches.

In this quick-hitting 10-minute episode, Scott Stouffer, CEO and Co-Founder of scaleMatters, discusses the best ways to use and capture GTM data:

- The goal of using go-to-market data to improve customer acquisition (1:16)

- Two types of data to track to improve your GTM process (3:19)

- How to capture GTM data to easily aggregate and analyze it (5:28)

If you yearn to be a go to market commander or an iconic CRO, you’ve got to be an absolute expert in one of two crucial areas:

Building the machine, and building your team.

Today’s guest is Josh Wetzel, the charismatic CRO at OneSignal, a global SaaS platform that delivers more than 10B messages daily.

He discovered early on that he was a team builder, a natural at creating momentum and excitement.

In this episode, we’ll dive into:

- The two most important qualities in a strong GTM leader

- How to level up and avoid mediocrity

- Hiring a team that complements your skillset

- Avoiding analysis paralysis

- Balancing the feel good stuff with hard data — the best of both worlds

To leave your mark as a GTM master, remember that authenticity and true success come from your work ethic, the example you set, and surrounding yourself with people who compliment your strengths.

Have an idea for a guest or show topic? Email me at [email protected].

Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts.

Listening on a desktop & can’t see the links? Just search for Go-to-Market Excellence in your favorite podcast player.