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During this episode we talk with Lorena Morales about the way her new Revenue Operations role at a large, global, publicly-traded company has challenged her thinking of revenue operations. Previously, she thought the journey was from siloed to centralized/integrated and aligned. Her new role has opened up her eyes that there may be a need (and a business justification) to become somewhat siloed again.

That being said, she also mentioned that she thinks there are different types of being siloed:

• siloed data
• siloed functions
• siloed organizational structures
• etc.

We also touch on attribution vs ROI and that she sees more marketers moving into Rev Ops and CRO roles.

Recorded live on October 18, 2021.

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