In this episode of GTM Science, USC Founder and CEO Eddie Reynolds interviews Toni Holhbein, CEO and Co-Founder of Attive, about the potential decline of traditional Revenue Operations and the rise of Go-To-Market Engineering.

Tony shares his extensive background in SaaS and revenue operations, and discusses his new venture, Attive, focused on AI in analytics. They explore the driving forces behind the shift from RevOps to Go-To-Market Engineering, the changing skillsets required, and the strategic roles that could emerge.

Key themes include the evolving responsibilities of RevOps leaders, the importance of a defined go-to-market strategy, and the integration of technical skills with revenue generation objectives. Eddie and Tony also discuss the importance of aligning sales, marketing, and customer success for organizational growth, emphasizing that modern CROs and RevOps should deeply understand and significantly impact go-to-market strategies.

Find the full list of USC's Frameworks here.

00:00 Introduction and Guest Welcome

00:51 Tony Holbein's Career Journey

01:54 The Extinction of Rev Ops

06:31 Defining Rev Ops and Go-to-Market Engineering

09:39 Challenges in Rev Ops and Leadership

26:12 The Role of Go-to-Market Engineering

33:01 The Role of Go-to-Market Engineering

33:34 CEO Perspective on Revenue Roles

35:48 Strategy and Process Definition

36:36 Challenges in B2B SaaS Go-to-Market

41:32 The Importance of Systemization

47:35 Rev Ops and Leadership Dynamics

56:23 Tony's New Venture and AI Insights

58:29 Casual Conversation and Closing Remarks

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