The RevOps & ABM Alignment

Romeo Mann

Now more than ever, B2B companies cannot survive without a clear, defined and functional revenue strategy. We present - The RevOps & ABM Alignment - a podcast that highlights the stories and expertise of B2B Go-To-Market specialists and their strategies for two highly effective motions - Revenue Operations and Account-Based Marketing. Here you can expect to hear from Sales, Marketing, Customer Success and Operations specialists that thrive in building revenue models that exceed expectations and allow companies to scale. Tune in to this bi-weekly podcast to learn more on how to make RevOps & ABM your ultimate revenue strategy advantage! read less
BusinessBusiness

Episodes

Embracing RevOps In Modern Business With HubSpot Legend Dan Tyre
11-10-2023
Embracing RevOps In Modern Business With HubSpot Legend Dan Tyre
In this episode, Romeo delves deep into the world of Revenue Operations (RevOps) alongside Dan Tyre, a seasoned veteran from HubSpot, with a robust entrepreneurial background spanning over 42 years.From the very beginning, Dan takes listeners on a journey through his impressive career. He recounts his pivotal roles in five startups - with the first one starting at a valuation of two million dollars and eventually soaring to a staggering 1.4 billion dollars. His subsequent ventures led him from Phoenix to Microsoft, eventually crossing paths with Brian Halligan and Dharmesh Shah, the co-founders of HubSpot. Now, 16 years into his tenure at HubSpot, Dan finds himself deeply entrenched in the marketing world, gaining invaluable insights into the growing importance of RevOps.During their conversation, both Romeo and Dan touch upon the transformational shift in the perception of RevOps. From being a role relegated to "fire extinguishing", RevOps is now envisioned as the Spider-Man of the corporate world, connecting different strands to ensure seamless operational synergy. Dan brilliantly captures its essence, quoting the HubSpot RevOps overview: "RevOps is a strategic integration of sales, marketing, and service to provide a better end-to-end view of administration and management, thereby enhancing day-to-day processes across these departments."But why has RevOps become so essential in recent times? Dan believes that it's the rapid scaling of companies that pushes them towards a metaphorical "bottleneck". When growth becomes too quick to handle, companies run the risk of diluting their customer experience. Herein lies the true power of RevOps - its ability to consolidate data and offer insights that propel companies toward sustainable and intentional growth.Romeo also introduces listeners to the intricacies of setting up an effective RevOps framework within tools like HubSpot. From understanding the lifecycle stages to defining lead statuses, Romeo emphasizes the need for clarity and visibility in data management. This episode dives deep into practical steps, including the usage of lucid charts and the maturity model, which helps businesses understand their stage in the RevOps journey - be it crawling, walking, or running.Before wrapping up, Dan shares a potent takeaway. He underscores the immense competitive advantage businesses can gain by embracing RevOps. With the right data, understanding, and efficiency, businesses can not only delight customers but also solidify their position in the market.Tune into the full episode to learn how RevOps can revolutionize your growth strategy and why it's quickly becoming an indispensable facet of modern businesses.Connect with Dan:LinkedIn | WebpageConnect with Romeo:LinkedIn | Webpage
HubSpot as Your Ultimate RevOps Advantage with the Co-Founder & CEO of Supered, Matt Bolian
18-09-2023
HubSpot as Your Ultimate RevOps Advantage with the Co-Founder & CEO of Supered, Matt Bolian
In this episode, Romeo is joined by Matt Bolian, the Co-Founder of RevPartners and the Co-Founder/CEO of Supered  - a company that helps turn CRM adoption into your superpower by providing training and guidance for revenue teams. Matt’s background is in the US military, where at the end of his 6 year tenure he held the title of Director of Analytics: Battalion Intelligence Officer. A lot of his daily tasks were similar to the duties of a RevOps professional - he needed to synthesize information to help people make the right calls, which is exactly how RevOps aides their revenue teams.Once he left the military, Matt found his next role at C Spire as their Chief of Staff. Initially he had thought of going into sales, but he noticed that the structure that C Spire had made for their sales team was inefficient, so he took it upon himself to fix their CRM and go from chaos to clarity.Matt’s journey to becoming the Co-Founder of RevPartners started in 2019, when the President who hired him at C Spire became a CEO of Connectivity Wireless and took him along for the ride. Initially it was planned that Matt would lead their business operations/marketing and be in charge of their ERP, although they had a Microsoft Suite, which Matt is not a fan of. During that time the CEO who brought him over left, and then everybody who he brought along for the ride got laid off - except Matt. Matt realized that his role was a quintessential part of the business, even though he didn’t have the name for it, and so his journey into RevOps began.His A-HA moment was when he realized that RevOps was a very difficult role to hire for, so upon meeting Brendan Tolleson, who at the time was a CRO, they began to brainstorm on how to effectively help companies outsource this function and avoid the trial and error that is required to successfully build a RevOps function in-house. And so - RevPartners was born.It’s no secret that Salesforce is an expensive, and often overly complex tool for most businesses. When Matt discovered Hubspot, he came to the conclusion that this was the right CRM for him to hone his specialty in, as it does all the base functions he needed than any other platform, so he went all-in.Romeo and Matt take a deep dive into how to correctly analyze your Go-To-Market strategy and what common mistakes are making revenue teams inefficient. Matt says that every company is doing RevOps in one way or another - even if they don’t realize it - and mentions that a company's revenue maturity is not an indicator of their RevOps maturity. The first things to look at are if your sales team is following a process and if your success team is all on the same platform, otherwise you’re approaching RevOps backwards.Tune into the full episode to learn more ways to turn HubSpot into your ultimate RevOps advantage!HIGHLIGHTS:02:25 Matt’s Military Background05:15 How Matt Became Chief of Staff06:49 The RevPartners Journey10:42 How Matt Started With Hubspot15:50 RevOps Role in the Current Market Turmoil20:36 How to Analyze Your GTM Approach in 202328:52 First Steps for RevOps Adoption 36:03 Does Supered Collaborate with the Hubspot Team?37:54 What Changes Hubspot is Making to Help RevOps Teams43:15 Building Sales Playbooks & Processes RightConnect with Matt:LinkedIn | Webpage Connect with Romeo:LinkedIn | Webpage
Going From Start-Up to Acquisition with the CEO & Co-Founder of the RevOps Co-op, Matt Volm
18-09-2023
Going From Start-Up to Acquisition with the CEO & Co-Founder of the RevOps Co-op, Matt Volm
In this episode, Romeo is joined by Matt Volm, CEO and Co-Founder of RevOps Co-op.Matt's journey into Revenue Operations (RevOps) began as a VP at ALLY.io, an early-stage startup focused on developing OKR software. As one of the initial ten employees, he managed various aspects, including accounting, legal, finance, and revenue operations. Despite his extensive finance and strategy background, Matt was new to RevOps. In just two years, the company expanded to 150 employees, experienced increased revenue, and was eventually acquired by Microsoft, becoming what we know today as Viva Goals. Subsequently, Matt ventured into building his own company in the RevOps space, founding RevOps Coop—a global community of 10,000 individuals passionate about revenue operations. The main RevOps challenges, according to Matt, include its evolving nature, the transition to a more strategic approach, and resource allocation. On the other hand, Romeo emphasizes RevOps professionals' need to understand various business processes, such as sales ops, marketing ops, funnels, sales processes, customer success, and finance. Matt elaborates that RevOps is an evolving field, with its scope aligned with revenue-supporting operations like marketing, sales, post-sales, customer success, and customer support. The guest stresses the importance of identifying revenue drivers and investing resources strategically.When hiring a RevOps candidate, Matt suggests looking for adaptability and a willingness to tackle new challenges. Established companies may prefer specialists, while early-stage ones benefit from versatile generalists. To cultivate strategic thinking in RevOps professionals, Matt suggests constantly asking "why" and learning from internal and external sources, such as team meetings and communities like RevOps Coop. Continuous improvement is crucial in this broad field. The initial period in a RevOps role, Matt advises, should be focused on understanding problems, prioritizing them by impact, and delivering quick wins to gain trust. Building internal relationships and aligning with business goals is essential.Matt also underscores the importance of reporting structure, recommending that RevOps reports to a Chief Revenue Officer, COO, or VP of Business Ops rather than sales or marketing leaders.Tune into the full episode to learn more on how to go from a start-up to an acquisition!HIGHLIGHTS01:00 Introducing Matt05:00 Pitfalls of RevOps12:00 The evolving role of RevOps19:35 The perfect internal RevOps candidate23:15 Becoming a strategist 26:30 Hiring internal vs external candidates30:15 Resource allocation in RevOps35:45 The big buckets of projects in RevOps roadmaps40:40 RevOps resource allocation and priorities44:00 Reporting in RevOpsConnect with Matt:LinkedIn | WebpageConnect with Romeo:LinkedIn | Webpage
Cracking the Code of Revenue Attribution with the CMO & Co-Founder of Dreamdata, Steffen Hedebrandt
18-09-2023
Cracking the Code of Revenue Attribution with the CMO & Co-Founder of Dreamdata, Steffen Hedebrandt
In this episode, Romeo is joined by Steffen Hedebrandt Co-Founder and CMO of Dreamdata.io - a company that Automatically extracts, cleans and simplifies your B2B go-to-market data, and empowers your team through revenue impact.Steffan's journey into the world of B2B marketing and growth began shortly after graduating from university in the early 2010s. Throughout his career, he has honed his skills in various marketing and growth-related roles, gaining invaluable experience in the B2B go-to-market landscape. His professional path has consistently led him to startups and scale-up companies, where a digital focus reigns supreme.By applying a deep-rooted growth mindset and a data-driven approach, he has successfully scaled businesses and built teams at companies like Upwork and Airtame. At DreamData, Steffen and his team empower customers to understand their customer journeys, optimize costs, and strategically allocate resources. His role as Chief Marketing Officer underscores his commitment to solving the challenges of scaling marketing and growth. Steffen's journey exemplifies his dedication to helping businesses thrive in the dynamic B2B landscape, making him a notable figure in the field of marketing and growth.Steffen's perspective on Chris Walker's self-made attribution approach emphasizes its low implementation cost and the additional data points it provides that aids in understanding customer journeys. He recommends its adoption in most companies, drawing from his own company's experience with a sample of 100 demo calls, revealing that people often don't remember their funnel entry points, highlighting the inconsistency of self-reported answers. While it appears  easy to implement, Steffen cautions against viewing it as a universal cure for businesses. The self-reported attribution, which involves open-field questions about referral sources, is relevant in B2B SaaS companies. Still, DreamData offers a more comprehensive solution that goes beyond merely asking customers how they heard about a product or service.Steffen suggests that self-reported attribution can help identify instances where marketing stands out, though it risks confirmation bias, potentially exaggerating the impact of certain marketing efforts. Tune in to the full episode to learn how to approach revenue attribution in 2023!HIGHLIGHTS01:00 Introducing Steffen02:25 Take on self-made attribution08:50 Navigating a cookie-less world11:25 Addressing attribution challenges 19:09 The usual missing components for prospect accounts25:00 The road from trial to winning30:10 The challenge of evengalazing clarity in the customer journey36:20 Learnings from GTM campaigns41:45 Communities for B2B SaaS, RevOps and ABM researchConnect with Steffen:LinkedIn | Webpage Connect with Romeo:LinkedIn | Webpage
Creating a Unified RevOps System with the Director of Growth Marketing at Syncari, Evan Dunn
18-09-2023
Creating a Unified RevOps System with the Director of Growth Marketing at Syncari, Evan Dunn
In this Episode, Romeo is joined by Evan Dunn, Director of Growth Marketing at Syncari.Evan's career spans linguistics, marketing, analytics, and AI. He began in linguistics, transitioned to marketing and social listening consulting, and later entered analytics consulting for TV shows. Evan excelled in digital and growth marketing, having worked with unicorns and collaborating with CMOs and IT leaders across his career. Evan embraced Account-Based Marketing (ABM) at Syncari, where he is the Director of Growth Marketing, emphasizing the impact of data alignment. Evan's versatile experience makes him a valuable asset in data-driven marketing and technology, demonstrating adaptability and various insights from across diverse industries.In B2B service and software, the reliance on sales conversations is crucial, even as the SaaS market evolves. Evan points out that research from PeerSignal suggests that even PLG companies are reintroducing sales teams to maintain customer stickiness and create effective feedback loops. The guest shares two main challenges which emerge in the B2B domain: the need to track conversations and the intricate relationship between companies and individuals within them.Historically, Salesforce initially structured its data model like accounting software, leading to a mismatch in data needed for Account-Based Marketing (ABM). This misalignment created a necessity of lead-to-account matching to cater to ABM's focus on turning leads into accounts. However, smaller companies without strict procurement processes face challenges when shifting towards company targeting.In contrast, HubSpot adopted a different data architecture, reflecting their pioneering vision of cloud CRM. For growing companies, data alignment might not be a priority, but it becomes crucial as businesses scale and seek greater productivity. Data sets and IT play pivotal roles in B2B organizations, with early-stage startups needing systems that support experimentation and rapid adaptation. Accurate data alignment across systems, called operational data, is essential for effective campaigns, while analytical data is used for strategic dashboards and strategic decisions made by top level management.Creating systems that foster alignment across RevOps and ABM functions is crucial. Data and IT solutions can help these teams work towards a common goal of revenue generation. Syncari, a potential solution, emphasizes the importance of business-wide alignment facilitated by efficient systems and instrumentation. As businesses shift their focus away from high-tech sectors, data-driven insights become essential for targeting new industries. Data in the hands of front-line teams is critical for feedback loops and informed strategies, as relying solely on communication tools like Slack can result in inadequate sample sizes for strategic decision-making. HIGHLIGHTS:01:04 Introducing today's guest 02:40 Connecting the customers09:28 Relevant data structuring15:20 RevOps and ABM alignment21:25 Educating SDR's29:30 Superstar culture vs OKR culture37:15 The importance of data accuracy 43:40 Learning resources on ABM and dataConnect with Evan:LinkedIn | Webpage Connect with Romeo:LinkedIn | Webpage