The RevOps Hero Podcast

Can the same ABM playbook that wins new enterprise logos also grow the customers you already have? Ada Tsang set out to answer that question while building customer ABM at Demandbase, and the pilot worked well enough to scale.

In this episode, Ada walks through how she built that program from the ground up, covering the research, the systems work, the campaigns, and how she measured results on deals that take six months to two years to close.

We cover:

• What makes enterprise ABM different, from deal size and cycle length to buying committees spread across global teams
• How stakeholder interviews and win-loss data revealed a content gap for enterprise buyers
• Why marketing and sales need to be working off the same accounts in the same systems before a single campaign launches
• The Salesforce fields, dashboards, and biannual account review that kept the program on track
• How to layer brand, target ICP, 1:many, 1:few, and 1:1 campaigns
• What sales enablement looks like when you’re supporting multi-million dollar deals
• The engagement, pipeline, partnership, and product feedback metrics Ada uses to measure success
• How to decide if your company is ready for an ABM pilot, and how to size one

Revenue attribution is where go-to-market teams go to war. When marketing, sales, and partners are all measured on the same opportunity source, only one team can win any given deal, and the other two walk away frustrated. The result: expensive pipeline calls that turn into line-by-line credit disputes, sandbagged opportunities, and reps waiting out the clock to claim a deal.

In this episode, Chris sits down with George Samaras, who leads marketing operations at Ataccama, to unpack how to fix cross-team attribution. Not with a better tool, but with a better system.

George shares how he replaced a zero-sum, first-touch model with parallel measurement, where marketing operates as an overlay while sales and partners are credited on their own metrics, so every team can get credit on the same deal and actually row in the same direction. He gets tactical on the infrastructure behind it (universal HubSpot forms, UTM tracking, Salesforce parent-child campaigns), how he used historical data to set pipeline baselines each team is held to, and why he backfilled a year of campaign data to make it work.

We also dig into:

• Why attribution conflict is almost always a people and political problem, not a measurement one
• How to get executive sponsorship, and why you shouldn't start a project like this without it
• Finding the line between granular enough and overly complex
• The real answer to "should I just buy an attribution tool?"

If you've ever sat on a pipeline call watching three teams fight over the same dollar, this one's for you.

Connect Claude to your CRM, start asking questions, trust the answers — that's how most teams begin with AI. The problem: your agent has all your data and none of the context behind it. It doesn't know why a field exists or which one to trust, so it hands you a confident answer built on the wrong foundation.

Ronnie Duke joins Chris Strom to break down the context problem behind AI agents and what it takes to fix it. Plugging in a tool, Ronnie explains, is like giving a new hire every login on day one and walking away. The logins aren't the hard part. The tribal knowledge is.

In this episode:

• Why "just connect it and ask" breaks down — and the hidden cost of confident-but-wrong answers
• The layers of context agents need: structural docs, repeatable process docs, and data dictionaries (including the backstory behind why things were set up the way they were)
• Where to store shared context so it's not trapped in one person's private chat history
• Keeping documentation current with governance and self-healing workflows
• The real answer to "am I training my replacement?"

Whether you just signed up for Claude or you've been token-maxing for six months and your CFO wants answers, this one's a map for where to go next.

In this episode, Chris Strom sits down with James Jackson, VP of Revenue Operations at Canva, to discuss how companies should approach sales compensation planning.

James shares lessons from his experience leading RevOps and go-to-market strategy at companies like Microsoft, Cisco Meraki, DocuSign, Snowflake, and now Canva. The conversation covers how compensation plans should reflect company strategy, how different sales roles' comp plans should be structured, and how RevOps leaders can manage comp planning across sales, finance, and leadership.

They also discuss common comp plan mistakes, when to make mid-year adjustments, and how to align incentives across account executives, BDRs, and customer success teams.

If you work in RevOps, sales operations, or go-to-market leadership, this episode provides a practical look at how compensation planning works inside high-growth companies.

Topics covered:

• How sales compensation should reflect company strategy
• Structuring comp plans for AEs, BDRs, and CSMs
• Quota design and attainment expectations
• Aligning sales, finance, and RevOps on comp planning
• What to do if you need to adjust comp plans mid-year
• Using SPIFFs vs. redesigning comp plans
• Lessons from companies going through different growth velocities

Subscribe for more conversations on revenue operations, go-to-market strategy, and scaling sales teams.

What does it actually take to merge the go-to-market operations of three very different companies?

In this episode of The RevOps Hero Podcast, Chris Strom sits down with Emily Critchfield, VP of Revenue Operations at Superhuman, to talk through how her team is bringing together the GTM engines of Grammarly, Coda, and Superhuman into a single, unified company.

Emily shares how Superhuman is approaching post-acquisition RevOps in practice: merging systems and teams, deciding when to sell separately vs. co-sell, aligning sales motions, redefining account ownership, and building repeatable playbooks for future integrations. She also shares how they use Coda internally to run their “RevOps Mission Control” for their go-to-market team.

If you’re responsible for RevOps, sales operations, or GTM strategy at a growing company—especially one navigating mergers or multiple products—this episode offers a rare, honest look at what works, what’s hard, and how to think about integration the right way.

Topics covered:

• Merging GTM systems and teams after multiple acquisitions
• Account ownership and sales team structure decisions
• Building forecasting and RevOps “mission control” systems using Coda
• Building repeatable playbooks for future M&A
• Reducing friction for your sales team during change

Subscribe for more conversations with RevOps leaders building scalable, powerful revenue teams.

In this RevOps Hero episode, Chris Strom interviews five marketing leaders live at Dreamforce to unpack why top teams still invest in in-person events — and exactly how they plan, execute, and measure them. We cover pre-event planning and process, on-site actions (booth, breakouts, side events), post-event follow-up, and how these leaders run attribution that ties events to pipeline and revenue.

You’ll learn:

• How in-person accelerates trust (and thus deal velocity)
• What to do leading up to the event (lists, invites, cadences, creative, logistics)
• On-site tactics that actually convert (meetings, scans, activations)
• Post-event follow-up that doesn’t feel spammy
• Simple, workable attribution (lead source + campaign influence) and realistic ROI targets

Guests:

Ann-Marie Fleming (Traction Complete), Laura Sweet (Riva), Rachel Kim (Mutiny), Milissa Holland (Spaulding Ridge), Aishling Finnegan (Copado)

Subscribe for more RevOps and GTM breakdowns.

We're doing something different in this episode. We recorded it at HubSpot's INBOUND conference, and rather than having just one single episode guest, we interviewed marketing and RevOps leaders from 5 very different companies—each with their own specific approach to attracting, converting, and retaining customers.

You'll hear how companies structure their go-to-market motions across:

- Inbound marketing and demand generation

- SDR/AE handoffs and deal stage workflows

- Self-serve vs. high-touch enterprise sales

- Attribution tracking and reporting

- Event-based field marketing and referral programs

- Long-cycle sales driven by print and local ads

👥 Featured guests:

- Tim Phelps, First Orion

- Carmen Bodziak, Goodshuffle

- Tanya Littlefield, Amplitude

- Eryn Lueders, Basis Theory

- Nathaniel Frisch, United Energy Workers Healthcare

Whether you're running a SaaS company, a healthcare organization, or anywhere in between, this episode gives you real-world insights into how others make GTM work.

📌 Got a unique GTM process at your company? Drop it in the comments to let us know. We'd love to hear about it.

In this episode of the RevOps Hero Podcast, host Chris Strom is joined by ClearPivot teammate Andrew Chao Daongam to break down what companies need to know before, during, and after onboarding with HubSpot.

With over 80 successful onboardings under his belt, Andrew shares practical insights on:

✅ The 3 main types of HubSpot onboarding projects

✅ Setting realistic expectations for guided onboarding

✅ The most common goals—and common mistakes—for Sales, Marketing, and Service Hub onboardings

✅ Why your internal process mapping must come before system configuration

✅ How to avoid deliverability disasters in email marketing

✅ What to plan before you buy HubSpot to get quicker wins

Whether you’re migrating from another CRM, building your first RevOps stack, or adding HubSpot into an existing system, this episode is full of tactical guidance to help your team succeed from day one.

Configure-Price-Quote (CPQ) platforms have come a long way from the days of spreadsheet formulas. In this conversation, host Chris Strom and RevOps strategist Joanne Cheng unpack where CPQ fits in a modern go-to-market stack, the problems it actually solves, and how new developments, such as AI-driven guidance, usage-basedbilling, and low-code extensibility, are reshaping the space.

Listen in for:

• A clear-spoken CPQ primer: what it is, what it isn’t, and the tipping points that signal it’s time to adopt.
• Real-world patterns that demand more than manual quoting—think multi-currency deals, complex product bundles, or fast-moving self-serve funnels.
• Emerging trends for 2025, from composable quote-to-cash architectures to the rise of predictive discount recommendations.
• Candid lessons from recent rollouts—what sped things up, what slowed things down, and how alignment between the involved stakeholders make or break success.
• A myth-busting round (yes, spreadsheets can still play a supporting role).

Whether you’re revenue-ops-curious or knee-deep in a CPQevaluation, this episode offers a balanced, jargon-light look at the tech and the tactics behind smoother quoting flows.

Grab your headphones, hit play, and enjoy the chat!

In this episode of the RevOps Hero Podcast, host Chris Strom sits down with Jacqueline Freedman of Monarch Advisory Partners and former Marketing Ops leader at Grammarly and WeWork, to dive deep into the strategy, planning, and execution of in-person events as part of your marketing operations.

Together, they unpack:

✅ Why in-person events are regaining importance in today’s remote-first world

✅ How to align sales and marketing before, during, and after your event

✅ What types of events (from CABs to fireside chats) work best and why

✅ Tools and tech stacks for tracking attendance and engagement

✅ How to define success through metrics like pipeline generation and incremental impact

✅ Pro tips on campaign setup, reporting, and segmentation in systems like Salesforce and HubSpot

✅ What not to do in post-event follow-up (hint: don’t blast your attendee list to sales)

Whether you’re planning your first executive dinner or scaling a multi-city roadshow, this episode is packed with practical guidance to help your team turn in-person events into measurable marketing wins.