The Data Room

Multi-touch attribution has its place in lower levels of an organization like channel management. 

But as you move up the ladder and start blending across multiple channels and multiple efforts within a business, you’ll see that everything affects everything.

You’ll realize you don’t need all the information — just enough information to make a decision.

In this episode, Ryan Iyengar, President at Helium 10 , shares his thoughts on why multi-touch attribution can be misleading.

We discuss:

-How multi-touch attribution drives false precision

-The value of experimentation vs attribution

-The best way to do attribution

-How to apply B2C experimentation to B2B

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.

The data you capture in your go-to-market engine can be a competitive differentiator. When you take your data quality, data hygiene, and data integrity seriously, you can accelerate your growth in ways that are significantly more efficient and cost-effective. 

In this episode, Scott Stouffer, scaleMatters CEO and Co-Founder dives into the three components that growth-stage companies need to implement in order to have quality go-to-market data:

This 10-minute breakdown provides guidance on layering these components together so your company can execute its GTM strategy.

Part of a CEO’s job includes being an evangelist for CRM. They need to provide a clear vision for how every department benefits from implementing a CRM and keeping it up-to-date with customer information.

In this episode, Tom Hui , Founder and CEO of HSTpathways , shares some of the tactics he has used to drive adoption of CRM processes and how accurate data has helped him make good business decisions.

We discuss:

-Being an evangelist for CRM

-Strategies to drive CRM adoption

-Making good decisions from data

-Working with inaccurate or deteriorated data sets

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.

The go-to-market data you capture is invaluable to your company’s growth. But if it’s not structured in a way that easily identifies ways to optimize your customer acquisition and revenue engine, your growth will be unnecessarily constrained.

Have 15 minutes to spare? Jump into The Data Room with experienced CEO and tech founder Scott Stouffer as he shares tips for growth-stage companies currently overwhelmed by their CRM.

We break down:

Without processes, you’re flying blind. They give you the steps to follow and something to iterate off of and improve. In short, processes keep your revenue-generating engine running.

In this episode, I interview Asia Corbett, Head of Revenue and Community Operations at RevGenius, about why process modeling should come before tech stack building and how to get started.

We discuss:

-The skills you need to be successful in RevOps

-Why is process important

-How to start process modeling and what pitfalls to avoid

-Data governance frameworks

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

Want to connect with our guest? Check our Asia Corbett’s LinkedIn Profile here: https://www.linkedin.com/in/asiacorbett/

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.

Their orders are based on the sales and marketing challenges of the day, and they put out fires as they arise.

But today’s guest, Darrell Alfonso, Global Marketing Operations Manager at Amazon Web Services, believes that, by looking at the organization’s business goals as a whole, ops can fill the role of strategic advisor rather than simply building processes and systems. In this episode, he shares what that looks like.

We discuss:

-How ops help drive alignment between sales and marketing

-Building centers of excellence to improve go-to-market efficiency

-The components of a mature ops team

-How ops can reduce friction externally and internally

Mentioned during the podcast:

-Darrell’s course: “The Essentials of Marketing Operations” can be found here: https://www.martechalliance.com/training-courses/elearning-marketing-operations

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 analysts have a unique vantage point from which they can understand how all the dots connect within a business. They’re part of a centralized team — a single source of truth for business analytics — but they completely focus on go-to-market objectives.

In this episode, I interview Alex Rosenbower, Senior Go-to-Market Analyst at Pendo, about why his company created the go-to-market analyst position.

We discuss:

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.

Entrepreneurs need to know a lot more about RevOps than they think they do. RevOps touches every part of a business, and in a new business, it’s essential.

In this episode, I interview Brad Smith, Co-Founder & CEO at Sonar and Founder at Wizards of Ops, about the myriad ways RevOps is integral to building a successful company.

What we talked about:

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.

The mission statement of RevOps should be to reduce friction for other teams. If you’re adding friction, you aren’t staying true to the heart of your role: making others successful.

In this episode, we interview Dan Grossberg, Director of Sales and Revenue Operations at LeagueApps, about the mentality that a new Head of RevOps should take: tech stack, team build, and first 90 days.

Here’s what we discussed:

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.

The CRO is the new kid on the block, but we make the mistake of thinking that the only party we can invite them to is the one happening in the sales department.

2X CRO, Mike Pierce, Chief Revenue Officer at Surefire Local, took some time out of his busy schedule to share important lessons with me, one of which was that revenue is about way more than just the sales department.

Here’s what we discussed:

Check out these resources we mentioned during the podcast:

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

Hear from more B2B revenue leaders by subscribing in Apple Podcasts, Spotify