The RevOps Hero Podcast

We do a deep dive into marketing operations with Lauren Sanyal in this episode. 🤘 We start off by talking with Lauren about how they structure their marketing ops and RevOps teams within her company, and how they decide who reports to who.

From their we talk through how they run their marketing and revenue tech stack using Salesforce and Marketo. Lauren and her team run a very meticulous Salesforce campaign structure for organizing and tracking all of their marketing activities. We discuss the how and why of their Salesforce campaign setup. Many companies under-utilize the campaigns in their Salesforce orgs, so there is a lot that other marketing ops people can learn from Lauren and her team here!

We then talk through how Lauren and her team run marketing attribution at her company. Their sales cycle is very long (1-2 years), so a well-planned multi-touch attribution model is critical for getting insight into the effectiveness of all the marketing and sales activities that Lauren's team is doing over the course of that time. We talk through what tools and data they use for multi-touch attribution, what events they track, which events are weighted more than others and why, and more. If you are struggling to track the effectiveness of all your marketing activities over a similar super-long sales process, you will want to take a lot of notes in this section. 📝

We wrap up by talking about when is the right time for a company to start investing in marketing operations specifically versus more marketing generalist roles (hint: it's probably sooner than you might think.)

Give this episode a like and a listen, and subscribe to our show so that you won't miss out on any future episodes of The RevOps Hero Podcast while you're at it. 🙌

The go-to-market motion for product-led growth (PLG) SaaS companies is VERY different from sales-led growth companies.

➡️ The contact lifecycle/funnel stages are different

➡️ The data/system architecture is different

➡️ The relationship between the CRM and billing systems are different.

➡️ The key funnel conversion rates are different.

Instead of setting up sales pipelines, hiring Account Executives, and managing territories, you’re doing defining custom in-app behavior triggers, you’re integrating your CRM to your app user records or intermediary tools like data warehouses, and you’re tracking a very different set of success metrics. And the sheer amount of data will usually be significantly larger as well.

What is the best way to run a CRM and marketing system like HubSpot for PLG SaaS companies like this?

Emma Cimolini knows a thing or two about this subject. She’s been using HubSpot to build out go-to-market systems for SaaS startups and big publicly traded software companies for years. She’s built and launched multiple growth teams and has deep experience in building productive relationships with sales teams.

In this episode, we talk through how to set up HubSpot to run product-led growth motions for SaaS companies. We discuss:

1️⃣ How to set up your system architecture and data architecture between HubSpot and different systems like your app databases, data warehouses, app analytics tools, web analytics tools, and billing systems

2️⃣ How and when to decide whether HubSpot or your data warehouse should be your company’s primary source of truth

3️⃣ How to make the case to get engineering resources for building your PLG funnel

4️⃣ How to map out PLG-focused contact lifecycle stages in HubSpot

5️⃣ What to watch out for when reporting on MRR and other financial metrics between HubSpot and your billing system

6️⃣ Technical constraints to watch out for in terms of API limits, multi-object reporting, data management, and engineering development time

This is a must-watch episode for anyone working in go-to-market teams at PLG-focused SaaS companies!

And if you’re at a company that runs Salesforce as your CRM rather than HubSpot, this episode will also apply to you as well. Most of the topics we cover here are equally as important to companies running Salesforce or other CRMs as companies running HubSpot by itself.

Give this episode a listen and learn what you need to know for building up a killer go-to-market motion for your PLG-focused company.

RevOps is the backbone of a company. It touches every business function: marketing, sales, customer success, finance, operations, and IT. But when a role touches a little bit of everything, how do you concisely define what that role itself is? Where does it fit in your company structure? Who should RevOps report to?

In this episode we talk with Nick Jensen, who runs marketing operations for the world-famous Tony Robbins. Nick and his teammates run a marketing-sales operation with a contact database in the millions, using Salesforce and HubSpot together to run their operations.

We talk about:

Give this episode a watch or a listen to learn how to run a high-impact marketing and revenue operations systems across Salesforce and HubSpot running at large scale. 🤘

You can connect with Nick Jensen on LinkedIn here: https://www.linkedin.com/in/nicholasljensen/

Learn more about ClearPivot and how we build high-impact revenue operations systems for companies here: https://www.clearpivot.com

Ever run into friction with the sales team in a marketing role? You'll want to listen to this episode. We go deep into the full marketing-sales lifecycle in this episode with our guest Kristina McConnell from H1. She talks through how they run the full customer journey from marketing leads to BDR qualification to Account Executive handoff.

We cover topics such as:

Give this episode a listen and learn how to better work with your colleagues on the sales team so that you can all win together. 🤘

In this episode we go into the operational side of marketing: how to run all the systems and data that power a company's sales and marketing efforts. We talk to Travis Johnson, who leads marketing operations at Velo3D.

We talk through how they run Salesforce and Marketo together, how they structure their data in the systems, how they do campaigns, attribution, and lead scoring, and much more.

Give this episode a listen to learn from Travis how to built out a whip-smart operational machine for your own company's marketing engine.

It's easy to get overwhelmed with the amount of data and metrics that sales and marketing tools report on nowadays. You can get pages and pages of metrics from platforms like HubSpot, Google Analytics, Salesforce, Meta Ads Manager, and so on. How do you know which metrics are the most important and which you should ignore? In this episode, we walk through which key sales and marketing metrics we track for ourselves at ClearPivot.

You can have the greatest marketing campaign ever and still see your company miss its goals if you don't have a rock-solid sales process to back it up. So it's crucial to get your sales pipeline process running as well as your marketing campaigns. But where and how should you start? In this episode, ClearPivot founder Chris Strom walks through how we run our own sales pipeline process at ClearPivot. Give this episode a listen, and you will come away with some actionable ideas to apply to your own company's sales process, so that the sales team will be hitting their numbers more and you will look like even more of a Marketing Hero at your company.

Marketing teams nowadays spend a LOT of time managing their website. And WordPress is the most common platform choice for managing company websites. But WordPress has severe risks and liabilities that we believe make it a poor choice for most company websites nowadays. In this episode we talk about 6 specific reasons why WordPress is a bad choice for most companies' websites, and why we recommend using HubSpot Content Hub instead.

Web analytics don't tell the full story. ClearPivot Founder Chris Strom joins The Marketing Hero to explain the limitations of web analytics like source tracking, and advocate for asking people directly, "How did you find us?" Listen for important details on how to use web analytics and self-reported attribution together to create a fuller picture of how your company is attracting leads.