The Revenue Growth Architects podcast

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Pursuit: The Founders' Guide to Happiness

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Episode 1: In Order to Be Happy 29:27

15 hari yang lalu29:27

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29:27

The “pursuit of happiness” is one of the most famous phrases in American history, and when America’s founders wrote it in the Declaration of Independence, they intended it to mean happiness through lifelong learning and self-improvement. To start our series, Jeffrey Rosen and scholar Robert P. George , the McCormick Professor of Jurisprudence and director of the James Madison Program in American Ideals and Institutions at Princeton University, trace how the meaning of pursuit of happiness has changed. Then, American filmmaker Ken Burns shares how — even as he has spent his “entire life trying to figure out the United States” — daily self-reflection has given him new perspectives on what the founders faced 250 years ago. Stay Connected and Learn More Questions or comments about the show? Email us at podcast@constitutioncenter.org . Continue the conversation by following us on social media @ConstitutionCtr. Explore the America at 250 Civic Toolkit. Sign up to receive Constitution Weekly , our email roundup of constitutional news and debate. Follow, rate, and review wherever you listen. Join us for an upcoming live program or watch recordings on YouTube . Support our important work. ⁠⁠⁠⁠⁠⁠⁠⁠ Donate Pursuit: The Founders’ Guide To Happiness is made possible with support from the John Templeton Foundation. © 2025 National Constitution Center. All Rights Reserved.…

The Revenue Growth Architects

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Welcome to the Revenue Growth Architects podcast. The ultimate resource for GTM operators, strategists, and leaders to learn the strategy and execution secrets that CS2 agency delivers to their fast-growing B2B tech clients. Our episodes dive into every facet of GTM strategy, execution, technology, and analytics to equip you with the tools to win. Our practical step-by-step guidance, forward-thinking strategy, and thought-provoking interviews will help you unlock the full potential of your company's revenue growth.

201 episode

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The Revenue Growth Architects

updated sekitar 17 jam yang lalu

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201 episode

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Semua episode

The Revenue Growth Architects

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An Update on The Podcast 11:24

17 hours yang lalu11:24

11:24

After an incredible run, we’re wrapping up the Revenue Growth Architects Podcast. Along the way, we’ve had meaningful conversations, explored big ideas, and hopefully helped you feel a little more confident navigating the complex world of marketing ops, RevOps, and GTM strategy. Thank you to every listener who tuned in, shared an episode, or sent us feedback. Your support has meant the world. We’re stepping back from the podcast to focus our energy on share content on Linkedin and Youtube. So, while the mic might be off for now, this isn’t goodbye forever. Keep following along: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Ops Projects You Need to Complete Before Using AI 15:13

8 hari yang lalu15:13

15:13

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Ops Projects You Need to Complete Before Using AI Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Sales Data in Multi-Touch Attribution - Yes/No? 5:28

15 hari yang lalu5:28

5:28

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Q&A: Should you be tracking sales touchpoints in multi-touch attribution? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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5 "Best" ABM Stats? 14:01

22 hari yang lalu14:01

14:01

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! GTM or GTFO: 5 "Best" ABM Stats? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Maturity Model for Reporting 29:06

29 hari yang lalu29:06

29:06

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Maturity Model for Reporting: Demystified reporting Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Is Campaign ROI Worth It? 10:32

5 weeks yang lalu10:32

10:32

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Is Campaign ROI Worth It? How to get campaign-level ROI reporting Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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When is Data Quality Good Enough? 8:14

6 weeks yang lalu8:14

8:14

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Q&A: When is data quality good enough? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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How to Handle Conversion Rate Data the Right Way 9:25

7 weeks yang lalu9:25

9:25

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! How to Handle Conversion Rate Data the Right Way Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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5 Data Issues That Will Confuse AI 20:56

8 weeks yang lalu20:56

20:56

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! 5 Data Issues That Will Confuse AI Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Live Call from an AI SDR 11:15

9 weeks yang lalu11:15

11:15

We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! We got a AI SDR to call us... But is it any good? Listen to our reaction and let us know what you think! Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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GTMOps Propaganda We Aren't Falling For 40:16

10 weeks yang lalu40:16

40:16

00:00 Intro 01:09 GTMOps Propaganda We Aren't Falling For Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Hubspot ChatGPT Integration - Any Good?, Are Finance Teams Too Deterministic? 25:28

12 weeks yang lalu25:28

25:28

00:00 Is the Hubspot ChatGPT Integration Any Good? 13:56 Are Finance Teams Too Deterministic? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Ops Projects to Complete Before AI, Working with Sales Ops & IT, CS2's Onboarding Assessment 46:48

14 weeks yang lalu46:48

46:48

00:00 Intro 00:17 Ops Projects You Need to Complete Before Using AI 15: 25 How to Work Efficiently with Sales Ops & IT 27:45 CS2's Onboarding Assessment Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Why Most “Simple” GTM Ops Projects Aren’t Simple 28:33

19 weeks yang lalu28:33

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On today's episode Charlie and Crissy are discussing how they have been seeing an uptick in companies wanting to take on more GTM Ops projects and invest in their GTM Ops foundation. Then they discuss how many stakeholders request "simple" projects from the GTM ops team or from consultants and why those simple projects really aren't simple. Atleast, for most organizations.…

The Revenue Growth Architects

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5 Data issues that will confuse AI, Should we Use the Title GTM Engineer?, How to Handle Conversion Rate Data the Right Way 41:46

25 weeks yang lalu41:46

41:46

00:00 5 Data Issues That Will Confuse AI 21:00 Should We Use the Title GTM Engineer? 32:21 How to Handle Conversion Rate Data the Right Way Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Fitness Test for GTMOps, Should You Attend In-Person Conferences?, Tools for AI Data Normalization 43:46

27 weeks yang lalu43:46

43:46

00:00 Intro 3:55 Fitness test for GTMOps 30:13 Should you attend in-person conferences? 37:33 Tools for AI data Normalization Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Maturity Model for Reporting, Testing ChatGPT Operator, When to Rip & Replace Your Ops Processes? 54:56

29 weeks yang lalu54:56

54:56

00:00 Intro 01:47 Maturity Model for Reporting 30:57 Testing Chatgpt Operator 47:34 When to Rip & Replace Your Ops Processes? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Where do GTM Ops Projects Go Wrong?, 5 "Best" ABM Stats, Is Campaign ROI Worth It? 48:54

31 weeks yang lalu48:54

48:54

00:00 Intro 00:15 Where do GTM Ops Projects Go Wrong? How to identify issues and suggestions for reducing complexity 24:30 GTM or GTFO: 5 "Best" ABM Stats? 38:27 Is Campaign ROI Worth It? How to get campaign-level ROI reporting Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Deep Dive on Clay, Analyzing Marketing Data with Deepseek, Sales Data in Multi-Touch Attribution - Yes/No? 45:32

33 weeks yang lalu45:32

45:32

00:00 Introduction 00:19 Deep Dive on Clay: What you need to know and a realistic approach to using this tool in your org 27:32 GTM or GTFO: Analyzing marketing data using Deepseek 40:05 Q&A: Should you be tracking sales touchpoints in multi-touch attribution? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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2025 GTM Predictions, AI Email Personalization Worth It?, What is "Good Enough" Data Quality 45:15

35 weeks yang lalu45:15

45:15

00:00 Introduction 00:37 Our Predictions for GTMOps in 2025 26:33 GTM or GTFO: Is AI email personalization worth it? 37:01 Q&A: When is data quality good enough? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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BI Tools Making GTM Data Issues Worse?!, Incrementality Reporting for B2B, 5 Qs on Our Custom Object 46:12

40 weeks yang lalu46:12

46:12

In this episode, we dive into some nitty-gritty GTM data/reporting challenges! From why BI/Warehouse infrastructure might be failing your reporting needs (and possibly making things worse) to exploring the buzz around incrementality reporting for B2B. Plus, your burning questions on custom object funnel tracking and our Salesforce package are answered. 00:00 Introduction 01:12 How a BI/Warehouse setup often doesn't solve your GTM data/reporting issues (and in fact can make them worse) 19:30 GTM or GTFO: Incrementality reporting. What is it? Is it effective? Should you do it for B2B? 39:00 Answering audience questions about our custom object funnel tracking methodology and Salesforce package Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Demo of CS2's Custom Object Funnel Tracking, Live Call from an AI SDR, When to Buy an ABM Platform 43:36

42 weeks yang lalu43:36

43:36

Charlie and Crissy run through a live demo of our custom object funnel tracking method in Salesforce, chat to an AI SDR live on the podcast, and discuss when you should and shouldn't buy an ABM platform. 00:00 Intro 02:27 Live Demo of Our Funnel Object Tracking: we walk through a screen share of our custom object funnel/lifecycle/pipeline method and show a few use cases (Here is the link if you want to watch the demo on Youtube https://www.youtube.com/watch?v=BUuOBmysM4U) 25:14 Live Call from an AI SDR: we get a AI SDR to call us, any good? Listen and see for yourself 36:29 When to Buy an ABM Tool: we explore a Linkedin comment question on when to buy a ABM tool Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/…

The Revenue Growth Architects

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AI is Taking SDR Jobs, "Founder Brand" For Everyone?, Nurtures Are Dead (Or Are They?) 36:15

45 weeks yang lalu36:15

36:15

00:00 Intro 00:58 AI is Taking SDR Jobs, we're seeing it across clients. Is it good/bad and what are the implications? 17:52 Is "Founder Brand" For Everyone? Should all CEOs be public personas? 27:11 Nurtures are dead (or are they?) and what is the current state of nurturing in 2024/25?

The Revenue Growth Architects

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Is Attribution data divisive? Can you measure EVERYTHING? Is the term “funnel” dead? 42:00

47 weeks yang lalu42:00

42:00

00:00 Introduction 01:01 Is Attribution data divisive? Is it the data's fault or is it a people problem? 21:26 GTM or GTFO: reacting to a video on measurement 31:18 What term should we use: funnel, lifecycle, pipeline or something else? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Escalating Ops Complexity, Linkedin Beef GTM Strategy?, When To Create SFDC Opportunities 48:01

49 weeks yang lalu48:01

48:01

00:00 Introduction 01:02 GTM/Marketing/Rev Ops is Escalating in Complexity 18:12 Is Linkedin Beef a good GTM Strategy? 31:50 When in the sales process should you create an Opportunity? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Breaking Down Funnel Attribution vs. Multi-Touch Attribution 44:53

51 weeks yang lalu44:53

44:53

00:00 Intro 01:16 Funnel Attribution vs. Multi-touch Attribution 11:32 How to avoid the credit game drama between marketing and sales 17:59 The different biases 20:49 The data structure needed for each type 30:34 Which type to start with 34:33 Can you use multi-touch attribution data for funnel metrics reporting? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Optimizing GTM Operations | RevOps Champions Podcast 59:28

52 weeks yang lalu59:28

59:28

Check out Charlie's latest chat with the crew from the RevOps Champions podcast. They talk about: - What is GTM Ops - The unfulfilled promise of RevOps - Data, reporting, and attribution - And lots more! Hear more from us: Subscribe to us on Youtube! Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Unifying Your GTM Data (Across Different GTM Motions) 6:02

1 year yang lalu6:02

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Struggling to get a complete view of your different GTM motions and their performance? You can report on marketing MQLs ok, but not on Outbound, Partner, Account-Based, or Customer Expansion? Crissy breaks down unifying your GTM data and shows a couple examples. Want to see what she is sharing? Check out the YouTube video here: https://youtu.be/Nlm6qL7dwQY Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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UTM Mistakes, Funnel Custom Object Learnings, Ops Leadership Comms Advice 42:41

1 year yang lalu42:41

42:41

00:00 Intro 01:35 The biggest UTM mistakes companies make 13:59 What we have learned deploying 15 Lifecycle/funnel custom objects into complex B2B SaaS Salesforce environments 30:38 How to level up how you communicate and interact with leadership if you're in GTM Ops Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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A Primer on GTM Operations | Crissy On The Founder-Led Marketing Show 46:17

1 year yang lalu46:17

46:17

Crissy sat down with Finn on The Founder-Led Marketing Show and had a wide-ranging conversation on: - How to Build a GTM Ops Team - How to Track a Buyer Funnel - How to Build Unified Reporting - And lots more! Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Why CMOs/CROs Need to Focus on GTM Operations (5 Reasons) 4:37

1 year yang lalu4:37

4:37

If you're leading any of the GTM teams (marketing, sales, customer success) this is for you. Or if you're working in these teams (or in an ops team) and need to get leadership onboard with focusing on GTM ops send this video to them today. 00:00 Intro 00:06 Top 3 CMO Struggles 00:21 Top 3 CRO Struggles 00:30 The pains and GTM Ops focus 01:20 1st reason 01:59 2nd reason 02:14 3rd reason 02:46 4th reason 03:21 5th reason Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Should You Build A Person Funnel Before an Account Funnel? 4:09

1 year yang lalu4:09

4:09

Account-Based Marketing has been the rage for several years now. And over and over again we see leadership pushing the teams to operationalize an Account Funnel while underinvesting in the Person Funnel. This isn't the way. For 3 reasons. And Crissy breaks down why. 00:00 Intro 00:27 First Reason 01:35 Second Reason 02:48 Third Reason Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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ABM or Account-Based Ops, New Outbound/AI Tech, What is GTM Operations? 49:43

1 year yang lalu49:43

49:43

We're back with Charlie, Crissy, and Xander discussing some of the biggest questions in B2B SaaS GTM. 00:00 Intro 00:27 Discussion on the newest outbound tools (e.g. Clay) 18:54 What people get wrong with ABM and how we define ABM vs. Account-Based Operations 37:49 Our new Go-To-Market Operations Framework Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Tracking the entire GTM funnel end-to-end | RevOps Lab Podcast 36:55

1 year yang lalu36:55

36:55

Charlie joins the RevOps Lab podcast to talk about tracking funnel metrics across the entire marketing and sales funnel. What you’ll learn in this episode: - How a CRM can help you with tracking and if it is the only source of truth - Which potholes to avoid - How the reporting is done with a custom object https://www.linkedin.com/in/charliesaunders/ RevOps Letter: https://www.getweflow.com/revopsletter Janis on LinkedIn: https://www.linkedin.com/in/philippstelzer/ Philipp on LinkedIn: https://www.linkedin.com/in/janiszech/ Weflow: https://www.getweflow.com/…

The Revenue Growth Architects

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Your Hubspot or Marketo Needs a Centralized Lead Management Process 12:42

1 year yang lalu12:42

12:42

Stop the chaos! Why is it that every marketing automation platform we audit, whether it's Marketo, Hubspot, or Pardot, has every automation firing at once? Why is it that the order of operations is never factored in, so there are sync issues, routing issues, and super slow speed to lead? Well, it's because few people realize that you need to architect Marketo, Hubspot, or Pardot in a particular way. Xander will explain all in this episode. If you want to hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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A Scalable Solution to B2B Funnel Tracking | RevOps FM w/ Justin Norris 49:43

1 year yang lalu49:43

49:43

Every B2B company has a funnel tracking process. And quite often, that process is seriously limited or broken. Leads get lost, data is inaccurate, and businesses struggle to produce insights and accurate reporting. I've seen this first hand, and so has this week's guest - Charlie Saunders. We've both spent years as consultants fixing broken funnels. In this episode, we talk about the many reasons funnel tracking goes wrong and dive deep into the architecture of the scalable solution Charlie's team has developed. Check out more episodes of Justin's podcast here: https://revops.fm/ If you want to hear more from us: Subscribe to us on Youtube! Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xanderon LinkedIn: lhttps://www.linkedin.com/in/xanderbroeffle/…

The Revenue Growth Architects

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Structuring Revenue Architecture for Successful B2B Marketing Campaigns | Demand Collective Podcast 41:43

1 year yang lalu41:43

41:43

Crissy joined the Collective Wisdom podcast by Demand Collective to discuss how marketers should architect their revenue process and marketing campaigns.

The Revenue Growth Architects

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Deep Dive into Attribution | Attribution Time Podcast 33:56

1 year yang lalu33:56

33:56

Crissy joins the Attribution Time podcast to share her perspective on all things attribution.

The Revenue Growth Architects

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Funnel reporting, composable automation and the future of outbound | Humans of Martech Podcast 57:06

1 year yang lalu57:06

57:06

Crissy joined the Humans of Martech Podcast in a wide-ranging discussion. The discussion explored the evolution from tactical management to strategic leadership, and the adaptation to changing marketing strategies. Also, the significance of specialized platforms in marketing automation, the critical role of the sales funnel in revenue growth, the shift in email marketing towards ‘inbox influence’, and revitalizing outbound marketing strategies. This episode is a concise yet profound guide, offering actionable insights for martech professionals to navigate their careers and strategies effectively.…

The Revenue Growth Architects

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Pipeline Architecture vs. Multi-Touch Attribution | Revenue Vitals Podcast w/ Chris Walker 59:02

1 year yang lalu59:02

59:02

Charlie and Crissy joined Chris Walker on the Revenue Vitals podcast to talk through the intricaies of funnel/pipeline architecture vs. MT attribution. The conversation spotlights the foundational importance of understanding how funnel tracking sets the stage for a company's go-to-market success, transcending mere marketing analytics. The discussion provides a nuanced exploration into the stark differences between funnel tracking and multitouch attribution. While both concepts play vital roles within a company's data-driven decision-making processes, they each serve distinct purposes. Chris, Charlie, and Crissy dissect common missteps companies face, emphasizing the need for a strong, actionable understanding of buyer progression and sales optimization.…

The Revenue Growth Architects

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Inside A Consultant's Operations Framework | Operations With Sean Lane Podcast 46:20

1 year yang lalu46:20

46:20

Crissy joined the Operations With Sean Lane podcast to share her thoughts on consulting vs. in-house for ops professionals. They discuss how consultants have many more data points and companies they’re exposed to so their ability to find patterns and create frameworks is accelerated at an unfairly high rate. And she shares the frameworks she has used consulting over 100 high growth B2B tech companies.…

The Revenue Growth Architects

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Update on The Revenue Growth Architects 2:15

1 year yang lalu2:15

2:15

What do you do after recording more than 200 episodes of a podcast? Take a break! In all seriousness, we have decided to take a quick hiatus from delivering new episodes weekly for a bit while we focus on a fresh new strategy for our content and what we add to this podcast channel. It’s been a pleasure to deliver valuable insights and actions on go-to-market operations and strategy to you every week (since 2019!). But right now we just feel like it might be time to shake it up a bit. In the meantime, we will be sharing past recordings we have done for other podcasts that we thought you would love. Stay tuned for what is next from us and we’d love for you to stay subscribed here to make sure you don’t miss future updates. And we also ask that you follow us on YouTube for any new video content we put out in the meantime. And if you are a fan and want to send us a special note and inquire on what is next - email us at rga@cs2marketing.com .…

The Revenue Growth Architects

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206 - Using Account Tiers for an Effective ABM Strategy 16:55

1 year yang lalu16:55

16:55

You’ve identified a large amount of accounts that are a good fit for your business and fit your ICP. Now what? That’s where account tiering comes in. In this episode of The Revenue Growth Architects, we’re taking a look at how to use account tiers and how it can be an effective tool for prioritizing accounts, as well as defining what the strategy will be from marketing and sales for those accounts. We’ll dive into defining your Ideal Customer Profile, then venture into thinking about layering your accounts into three types: key accounts, valuable accounts, and programmatic accounts. And then we will cover how to maintain and use these account tiers long-term. Tune in to learn how to get the most out of your account-based Go to Market strategy with tiered accounts. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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205 - Our Top 3 Tips for Creating RevOps Documentation 17:37

2 years yang lalu17:37

17:37

Documentation is the silent hero of operations, particularly when it’s done well. Yet many operators skip this step altogether. In this episode of The Revenue Growth Architects, we’re sharing our top 3 tips for creating documentation so that you don’t skip it and people will actually use it! We’ll discuss why documentation and project management are different, why your documentation practice should start with a good old-fashioned document, and how best to organize your various documentation so that someone looking for it can find it and make sense of it. Whether you’re a full-on documentation pro or just beginning to appreciate the satisfaction that one can derive from proper documentation, we’ve got tips to help you up-level your Rev Ops documentation processes in this episode. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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204 - How to Avoid 3 Common Lead Scoring Mistakes 12:54

2 years yang lalu12:54

12:54

Despite the naysayers predicting its untimely demise, lead scoring as a buyer prioritization tool still has a lot of life left. But if you’re going to score your leads, you better do it the right way. In this episode of The Revenue Growth Architects, we identify three of the most common lead scoring mistakes folks tend to make and (crucially) what you can do to avoid them. For starters, we’ll look at why lead scoring should actually be viewed more as buyer prioritization and has less to do with just their activity and should be more aligned to the fit and buyer intent. We’ll also answer why having the proper data is key for lead scoring and why you should be iterating and improving your lead scoring efforts over time. Tune into this episode for a primer on lead scoring best practices guaranteed to make this prioritization tool one of the sharpest in your marketing ops arsenal. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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203 - 5 Major Differences Between Funnel Metrics and Multi-Touch Attribution 15:10

2 years yang lalu15:10

15:10

How’s your handle on the differences between funnel metrics and multi-touch attribution? We see a lot of confused marketers confidently referring to one when they actually mean the other, and we think it’s high time to set the record straight. In this episode of The Revenue Growth Architects, we’re quickly (in around 10 minutes) demystifying the confusion around funnel metrics and multi-touch attribution by discussing five key differences. These include how funnel metrics and MT attribution are measured, what they’re best at, the biases each introduces into your data, and how difficult each is to track and analyze. Tune into this episode to finally (and completely) understand the differences between funnel metrics and multi-touch attribution. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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202 - How to Build a Valuable RevOps Roadmap 10:27

2 years yang lalu10:27

10:27

If you feel like an order taker, simply responding reactively to incoming requests rather than taking the time to think strategically, or you struggle to get anything “valuable” completed at your org, a RevOps roadmap might be what you’re missing. In this episode of The Revenue Growth Architects, we’re working through how to build out a RevOps roadmap that is going to be valuable to the business but also can be executed efficiently by you, your team, or your shared resources effectively. We will talk you through the same process we use when we engage our own CS2 clients and how you can copy it yourself. Tune into this episode to learn how to build a rev ops road map that supports your goals and makes you feel accomplished when you look back later. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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201 - Does Marketing Ops Have a Career Ceiling? 32:41

2 years yang lalu32:41

32:41

If you look at open roles in marketing operations today you will see a slew of senior manager or director titles. All of which have a mile long list of responsibilities but that is another story. If you try to look for anything VP level or above it seems like it is non-existent. So this begs the question: Is a senior-level role realistically in the cards if you stick to marketing ops, or do you need to pivot to a different kind of position to fulfill your professional goals? In this episode of The Revenue Growth Architects, we debate whether marketing ops does indeed have a career ceiling. We’ll take a look at why it might, why roles at different size companies matter, and what other career paths might make more sense for those in Ops looking to go up the ladder. Tune into this episode to ensure you’re cultivating the right approach to your marketing ops career path. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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200 - "Celebrating" Our Mistakes for Episode 200! 28:51

2 years yang lalu28:51

28:51

With two hundred episodes officially under our belts, you’d think we’d take a victory lap. Not so! Instead, we’re taking episode 200 as a time for reflection on our marketing ops blunders, gut-wrenching mistakes, and embarrassing moments. From botched mass email sends to public speaking freeze-ups to Marketo interesting moments gone wrong, are you even doing marketing ops if you haven’t experienced a pulse-quickening mishap from time to time? Tune into this episode to learn from our mistakes and find some commiseration for yours. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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199 - How to Handle the Harsh Realities of RevOps 17:18

2 years yang lalu17:18

17:18

Working in RevOps can be an extremely rewarding career path, but it can also be fraught with difficulties and frustrations that can get in the way of those operators succeeding in their role or simply just enjoying it too! In this episode of The Revenue Growth Architects, we’re facing down three harsh truths about working in RevOps and discussing the best ways to navigate them. Whether you’re a veteran or just taking your first steps into a rev ops career, tune into this episode to learn how to tackle these common problems. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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198 - How to Architect Your Funnel The Right Way 27:54

2 years yang lalu27:54

27:54

Over the past 9 years of running CS2, we have worked on A LOT of funnel projects. So much so that funnel architecture is a key foundational area where we feel like we drive the most impact for clients. Why? Because most of the time organizations are not doing it the right way and we have truly taken the time to figure out the best way to operationalize the funnel and what small things should be avoided for better adoption. In this episode of The Revenue Growth Architects, we’re taking you through rebuilding the funnel from scratch—and how to do it the right way. We’re getting rid of endless lists of acronyms that require a collection of footnotes to understand. We’re defining conversion points with clearly demonstrated value. And best of all, we’re doing all of it in a way that anyone in your business can easily comprehend. Tune into this episode to learn how to build a funnel that your revenue team will adopt and your whole organization clearly understands. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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197 - Why We Changed Our Mind on Self-Reported Attribution 22:51

2 years yang lalu22:51

22:51

Recency Bias. Bad data. Form Friction. There are plenty of reasons to question the usefulness of self-reported attribution. In fact, Charlie once believed self-reported attribution to be pointless. So what made him change his tune? In this episode of The Revenue Growth Architects, we’re reconsidering self-reported attribution to find out what turned Charlie from cynic to supporter. We’ll debunk our previous criticism and discuss why if you're doing great marketing that engages your buyers, they should want to tell you. Tune into this episode to find out why self-reported attribution may help you fill an important insight gap. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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196 - Is It Time to Rethink the Role of the SDR? 29:18

2 years yang lalu29:18

29:18

Building out an SDR team is costly, and frequently results in an organizational focus on keeping that team busy—not driving revenue. Partner that with the advance of AI tools and a shift in the way businesses are handling their outbound sales efforts and the traditional role of the SDR feels less clear than ever. In this episode of The Revenue Growth Architects we’re critically analyzing the role of the SDR on modern sales teams. We discuss why trusting junior folks to nurture your best leads doesn’t make sense, why SDRs could be more effective in a hybrid marketing role, and why the right move might be investing those resources in other programs altogether. Tune into this episode to find out why it may be time to critically rethink the role of the SDR in your business. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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195 - Why Does Everyone Hate Content Syndication? 26:51

2 years yang lalu26:51

26:51

How often have you followed up with your SDRs and discovered that the prospects they were reaching out to based on content syndication efforts didn’t actually remember that white paper or perhaps never downloaded it in the first place? Everyone seems to agree that content syndication doesn’t really work. So why are we all still doing it? In this episode of The Revenue Growth Architects, we’re going to get to the bottom of why so many marketing teams are still using this strategy despite lackluster conversion rates. And what you might be doing operationally to also further perpetuate the problem and what you can suggest your team does to ensure it can be successful if they still want to invest. Tune into this episode to rethink content syndication and discover what alternatives will actually yield the results you’re looking for. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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194 - The Top 9 Priorities from Our Clients’ 2024 Roadmaps 25:06

2 years yang lalu25:06

25:06

Ready or not, 2024 is here! What is on your 2024 roadmap? Does it include partner program operations? Or are you tackling your email strategy and deliverability? Or are you prioritizing a new AI project? In this episode of The Revenue Growth Architects, we’re looking at all these topics and more as we count down the nine marketing ops topics and projects that are top of mind for our clients heading into 2024. Find out how we’re thinking about customer retention, ops team convergence, custom object funnel tracking, and much more for 2024. Tune into this episode of The Revenue Growth Architects for insight into where companies are and should be investing their resources in operations this year. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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193 - Hubspot is making big moves. Let’s talk about it. 18:26

2 years yang lalu18:26

18:26

What’s the best marketing automation platform? It wasn’t that long ago that when clients were looking for an enterprise grade solution they did not consider Hubspot. At CS2, for example, migrating clients from Hubspot to Marketo was commonplace. It seems the times are changing and Hubspot has stepped up to the plate to become a more robust platform that fit’s a company’s needs even as businesses grow beyond those early start-up stages. Particularly in the last year, there’s less and less of a reason to move off of Hubspot. In this episode of The Revenue Growth Architects, we ask if Hubspot is now positioned to unseat Marketo as the top marketing automation platform. To add fuel to the fire, we’ll discuss how Hubspot CRM is giving Salesforce a run for its money as well. Tune in for a thorough discussion on Hubspot that might make you rethink your preferred marketing automation platform. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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192 - Is Third-Party Intent Data Snake Oil? 26:58

2 years yang lalu26:58

26:58

Third-party intent data is a buzz-worthy topic in B2B marketing and sales, but is it useful intelligence or so much snake oil? In this episode of The Revenue Growth Architects, we’re sifting through an industry report and our own anecdotes to think critically about third-party intent data. Gain insight into the challenges of using third-party intent data effectively, learn the results of a revealing MIT research report that may shed some light on the subject, and find out what transformed our initial excitement into skepticism. Tune in for this investigation on third-party intent data to understand if it’s a useful tool in your operations tool kit or a data source with a lot of drawbacks. Read the MIT report referenced in this episode: " Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers ". Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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191 - Debating How to Operationalize Account Stages for ABM 53:00

2 years yang lalu53:00

53:00

This episode is an interesting one folks! Listen in and hear Xander, Crissy, and Charlie debate on the best way to operationalize account stages for ABM. Defining the stages for a person funnel is easy. We have that nailed down. But nailing down the BEST way to handle account stages is still a new area where we are evolving our thinking on how to advise on the best way to set it up for most organizations. To date its been more bespoke based on the client and their goals. During our debate, we tackle everything from what the account stages SHOULD be, how your person funnel can play a role in setting them up, why ABM tool stages are not the same as account stages, and what metrics your leadership actually wants to see and how the account stages and potential account status or tier can help support that as well. So tune in for an episode and see us battle-test our thoughts and see if it might change the way you think on account stages as well! Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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190 - Rethinking Your Email Strategy For 2024 33:49

2 years yang lalu33:49

33:49

Over the last year, there has been an over-reliance on using email as a channel from budget-starved marketers because it’s “free” and is the quickest way to get in front of potential buyers. But what are the hidden costs of bad email practices? Are buyers numb to email since it’s so oversaturated? And are you hurting your brand and deliverability more than the small returns you get from your “spray-and-pray” tactics? In this episode of The Revenue Growth Architects, we’re rethinking B2B email strategy as the world heads into 2024 and how to adjust your tactics and engagement tracking knowing email is much harder to master and also with new guidelines from Yahoo and Gmail coming in February 2024 for bulk email senders so they can ensure their messages are getting delivered. Tune in for an episode filled with tips on how to get the whole revenue team to improve how they approach email sending and ensure you start to see more success with it in the next year. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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189 - Busting the MQL Myth That’s Hurting Your Marketing Performance 26:41

2 years yang lalu26:41

26:41

Marketing teams are working furiously to fulfill MQL quotas as the end of the year swiftly approaches. But are MQLs the best metric to determine your marketing team’s performance? What other metrics might provide a better indicator of the health of your business and the success of your campaigns? In this episode of The Revenue Growth Architects, we’re breaking the MQL myth that more MQLs = hitting your revenue goals. We’ve packed this episode with discussions from how demand capture is not brand-building to why some sources like content syndication have such low conversion rates and what you’re better off doing instead. And we’re going deep on why focusing too much on MQLs over other metrics will lead you astray. Tune in to this episode and find out how to use other funnel metrics that tie directly to opportunities! Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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188 - How to Improve Funnel Velocity With SLAs 36:14

2 years yang lalu36:14

36:14

How well are you tracking your SLAs? And perhaps more importantly, how many of them are you tracking? Measuring your speed to lead is all well and good, but focusing on it exclusively doesn’t solve all your funnel velocity issues. In this episode of The Revenue Growth Architects, we’ll examine the other SLAs you should be measuring to have a holistic view of how prospects are moving through your funnel. How long has it been since the last touch? How long are you letting meetings sit before they turn into an opportunity? How long are opportunities in flight before they close? We’ll touch on all of these and more. Tune in to find out how we’re thinking about SLA management and how aligning on SLAs with your SDR, Sales, and Demand teams will help you improve funnel velocity. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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187 - Do You Need a Marketing Automation Platform In 2023? 30:51

2 years yang lalu30:51

30:51

Over the last year an interesting debate has heated up around Marketing Automation Platforms (MAPs like Marketo, Hubspot, Pardot) and if they are necessary in this modern era of martech. The argument against MAPs is there are new more focused best in breed tools (like iPaaS, data warehouses, data automation, more advanced B2C emailing tools) that when architected together are more powerful than a jack of all trades, master of none MAP. So in this episode of The Revenue Growth Architects, we’ll examine the aspects you should consider when deciding if this is the right strategy for you. We will discuss pricing, capabilities, scalability, and complexity. We’ll compare marketing automation platforms to point solutions. And how you can perform an audit to see if what you’re paying for is the best tool for the job. Tune in to find out if a marketing automation platform makes sense in 2023, and which of the available options make the most sense for your marketing ops team. Do you have a marketing ops question you’d like answered? Reach out to us at rga@cs2marketing.com .…

The Revenue Growth Architects

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186 - When Is It Time to Expand Your Marketing Ops Team? 32:47

2 years yang lalu32:47

32:47

Whether you’re expanding from a mighty Marketing Ops team of one or adding headcount to an already established crew, what are the best practices for growing your Marketing Operations team? In this episode of The Revenue Growth Architects, we’re sharing a framework we’ve used internally at CS2 and with our clients to determine how and when to build out your marketing ops team. Simplify your hiring practices by considering our four framework pillars: splitting the workload between Marketing Ops and Campaign Ops, closing your teams’ skill gaps, considering future business needs, and preparing for increased marketing analytics demands. Tune in to find out how our framework can help you build the ultimate marketing operations team from the ground up or expand your current team strategically to positively impact business goals. And if you have a marketing ops question you’d like answered, reach out to let us know at rga@cs2marketing.com .…

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185 - Is a Website Chat Tool Right for your GTM Strategy? 26:19

2 years yang lalu26:19

26:19

Your website’s chatbot just might be one of your largest MarTech expenses. And this begs the question: Is it worth it? Maybe you’d be better off with a simple (and cheaper) form. How likely is it that you’ll be able to get your sales team fully enabled in chat anyway? Would those meetings with prospects come through even without a chatbot pinging them from their browser? In this episode of The Revenue Growth Architects, we’re taking a critical look at website chat tools, including how they’ve evolved and how we think about using them in marketing operations today. So tune in to find out if website chat tools are right for your business or a drain on your MarTech budget. Key Takeaways: The landscape of chat tools has evolved, with several options available on the market. While chatbots offer enticing levels of automation, getting the most out of them requires a significant amount of setup and maintenance. Focusing on creating a user-friendly website and exploring other avenues like online communities might be a better way to engage with prospects. There’s a strong case to be made for using chat tools for customer support and a product-led motion. The human touch is crucial when it comes to providing the best experience for your prospects. Jump into the conversation: [00:03:41] Chatbots are time-consuming compared to live chat. [00:14:51] Are chatbot getting you more meetings or are they redundant? [00:23:04] How to evaluate different chat tools based on their effectiveness. [00:24:51] When determining the best char solution, consider simplicity.…

The Revenue Growth Architects

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184 - Were we right? Reviewing our 2023 Marketing Ops Predictions 25:18

2 years yang lalu25:18

25:18

With teams getting smaller and scrappier, is tech debt more rampant as we near the end of 2023? Are the days of unlimited marketing budgets truly gone and what impact does that have on revenue analytics? Has a dependence on partner marketing grown this year? Back in January, we made a lot of predictions about how the Marketing and Revenue Ops landscape would change in 2023. In this episode of The Revenue Growth Architects, it’s time to see which of their predictions came true, and which predictions took an unexpected turn. So tune in to get a sense of the current state of marketing/revenue ops and perhaps also where things might be headed in the future. Listen to our 2023 Predictions episode .…

The Revenue Growth Architects

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183 - Navigating the Challenge of Measuring the Effectiveness of Ungated Content 34:09

2 years yang lalu34:09

34:09

With marketers moving toward ungating their content so that they can enable the modern buyer’s journey, many operators are being pressured to still inform the team on how they will report on the effectiveness of the content, even if there is no direct web conversion. In this episode of The Revenue Growth Architects, our hosts prepare you to tackle this challenge. From categorizing your content types and deciding what actually should be gated (spoiler not all of it), to figuring out the reporting methods for your content’s effectiveness, this episode is no doubt going to clear up some of the confusion for you. So tune in to get the details on how to make the case you need to get everyone comfortable implementing their more forward-thinking content plan while still getting the insights they need.…

The Revenue Growth Architects

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182 - Should You Track Pre-Sales Ready Stages? 24:38

2 years yang lalu24:38

24:38

It’s time to rethink the sales funnel. In this episode of The Revenue Growth Architects, our hosts are once again joined by CS2’s Chief Architect & Analyst, Alison Rouse, to delve into the history of tracking pre-sales ready stages (anything before MQL) and why marketers still insist on reporting on them, and why you should rethink including them in your funnel tracking but still report on them in a way that is actually useful. Tune in to get our perspective that you may have never thought about until now!…

The Revenue Growth Architects

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181 - Stop Confusing Funnel Metrics and Multi-Touch Attribution 34:59

2 years yang lalu34:59

34:59

Are you struggling to understand the difference between funnel metrics and MT attribution? Have we got an episode for you! Special guest Alison Rouse joins the Revenue Growth Architects to set the record straight and help you learn about the challenges of analyzing data, the importance of strategic thinking, and the tools that can provide better ROI and data analysis.…

The Revenue Growth Architects

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180 - Even In an ABM World, Tracking a Person Funnel Is Critical 26:49

2 years yang lalu26:49

26:49

Your revenue team is focused on Account-Based Marketing (ABM). So why should you track a person-level funnel? We’re going deep on the answer in this episode of The Revenue Growth Architects. Listen to develop an understanding of the two different funnels - the person funnel and the account funnel - and grasp the critical importance of tracking a person-level funnel even when the whole team is screaming ABM.…

The Revenue Growth Architects

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179 - Pitching Custom Object Funnel Tracking to Non-Ops Stakeholders 36:32

2 years yang lalu36:32

36:32

So you may have listened or read up on our content around why Custom Object Funnel tracking is the best tracking method. But now you need to get your executives on board to make the change and do the work and you are wondering how to ACTUALLY do that. Well on this episode, Charlie, Crissy, and Xander discuss how you can "sell" the project to non-technical stakeholders. We break down the many benefits that you will see across the business. Some of the details we discuss include: Getting the data into a single source of truth table to use in Salesforce and/or your BI tools Improve the quality of the data you report on Gain visibility into campaign success with the tipping point So tune in and start building your case for the stakeholders with our help!…

The Revenue Growth Architects

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178 - How to Successfully Launch a New Marketing Automation Platform 29:43

2 years yang lalu29:43

29:43

Brian, Gany, and Xander wrap up the New Marketing Automation Platform mini-series with tips and tricks on how to ensure that you have a successful launch! Learn how to: QA your new instance Enable your teams on the new systems and processes Ensure that your launch is efficient Sustain your build and optimize These tips are very transferrable to launching any project and are sure to be helpful for your next initiative. And if you want to watch the whole series - check out the latest episodes for Parts 1-3.…

The Revenue Growth Architects

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177 - Building Your Brand New Marketing Automation Platform (Operational Programs and Center of Excellence) 27:19

2 years yang lalu27:19

27:19

Building a new Marketing Automation Instance from scratch is the perfect time to get things right and set yourself up for success. In this week's episode of the podcast, and 3rd installment of the "New MAP" series, Gany and Brian share best practices around setting up your essential operational programs for efficient processing. They also share how you can set up your instance with best practice templates that align with your Center of Excellence.…

The Revenue Growth Architects

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176 - 3 Steps To Getting The Buy-In You Need For Your Marketing Ops Projects 26:14

2 years yang lalu26:14

26:14

One of the biggest keys to having success in your role and your projects in operations is getting buy-in from your team, your stakeholders, and executive leadership (aka CRO, CMO etc). But sometimes, as many of us likely know, this can be tough. So this week we asked CS2's Director of Marketing Operations, Christie Fusco, to hit the pod and break down three key steps to getting the buy-in you're looking for. Learn from Christie how to: Tie the projects you need buy-in for to key business objectives Market your wins internally through data and reports Develop relationships by understanding the people you work with and what their individual goals are Listen in to learn more about how you can put these tips into action!…

The Revenue Growth Architects

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175 - Building Your Brand New Marketing Automation Platform (Admin Settings and Deliverability) 22:19

2 years yang lalu22:19

22:19

Gany and Brian join the podcast this week to continue the New Marketing Automation Platform Series. Here we talk through key admin settings needed for a brand new instance. Join us as we chat through: - Domain Registration and Setup - Dedicated IP Warming - CRM Sync - and More! Whether you're implementing for the first time or auditing an existing platform, this practical episode has a lot of valuable insights for you.…

The Revenue Growth Architects

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174 - How to Build Revenue Growth Architecture from the Ground Up (A CS2 Client Story) 26:12

2 years yang lalu26:12

26:12

Cassie Vitelli, VP of Marketing at Litify, joins this week to share her experience building their Revenue Growth Architecture with CS2. When Cassie took over the marketing team, they did not have a strong operational foundation built out, which was a first-time dilemma for her. After selecting and working with CS2, her experience drastically turned around after building a dependable funnel that not only improved their sales process and buyer journey but also one that could be leveraged to make better decisions as a leader. Tune in to this week's episode to learn from a fantastic marketing leader who has seen what works and what doesn't.…

The Revenue Growth Architects

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173 - How to Prep for a Brand New Marketing Automation Platform 36:24

2 years yang lalu36:24

36:24

Xander Broeffle is joined again by Brian Morris and Gany Rodriguez for part 1 of 3 in their discussions on how to implement a new Marketing Automation Platform. This episode they explore the importance of proper preparation, and how it can make the difference between having a successful transition and a chaotic one. A few of the topics they go into include: The potential benefits of starting fresh, especially when implementing things like order of operations. The importance of including relevant stakeholders at the beginning to ensure alignment and buy-in. Considerations for auditing existing assets like templates, current lifecycle, lead scoring, and enrichment tools. Get ready to plan and prep successfully for your new MAP from the experts!…

The Revenue Growth Architects

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172 - Why and How to "Secret Shop" Your Buyer Journey 38:25

2 years yang lalu38:25

38:25

Step into your buyer's shoes on this week's episode as Xander Broeffle and Crissy Saunders explore the power of "secret shopping" your company's buyer journey. In Crissy's first guest episode since her maternity leave, she dives into why you need to regularly test out your buyer journey yourself to give you and the revenue team guidance on how to optimize and improve it. In this episode, you will learn: Why to "Secret Shop": Discover the friction points in your buyer journey and understand the gravity of lost business due to poor follow-up or an overly complex journey. How to actually do it: Learn Crissy's tips for how to actually secret shop your buyer journey technically, what to look out for, and the importance of bringing in your key stakeholders who own parts of the buyer journey on this activity. How to turn your insights into action: Learn how you can use your findings to drive action and improvements to the buyer journey. Tune in and let's get shopping! 😁…

The Revenue Growth Architects

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171 - Why A Custom Object Is Our Favorite Way Of Tracking The Funnel 30:54

2 years yang lalu30:54

30:54

On this week's episode, we welcome one of our favorite guests - Alison Rouse, Chief Architect and Analyst at CS2, to talk about why using a custom object to track your funnel is our preferred method. Historically marketers have been stuck with some less-than-ideal solutions to track their funnel properly. Whether it's only on the lead/contact object and losing out on multi-journeys and causing inaccurate data, or having to invest money into solutions that are separate from your CRM, trying to track the funnel has always felt "hard." Well - Alison has a solution that she has developed for our clients that uses an SFDC custom object and it has made us all true believers. So sit down and hear why you need to think about adopting this approach and the benefits you will see from using it! And if you are interested after the show to learn more, reach out to us on our website www.cs2marketing.com .…

The Revenue Growth Architects

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170 - Using Your Funnel Data to Uncover "Quick Wins" 28:52

2 years yang lalu28:52

28:52

These days we are hearing from so many marketing teams that they just need to get some "quick wins." Well, in marketing having a quick win can be tough, but Crissy thinks there is one great source of data to inform some actions to get quick wins. And most of them don't require any spending. So what is it? It's your funnel data! In this episode of Revenue Growth Architects, join Crissy and Xander as they dive into the importance of tracking your funnel properly, and how you can look to your conversion data for insights that you can put into action to improve your pipeline and revenue. Get ready to hear how you can move away from random acts of marketing to show a win and move toward prioritizing strategic decisions that can really provide fast improvements and results.…

The Revenue Growth Architects

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169 - Tiering Your MQLs for Better Follow-Up and Conversion 23:51

2 years yang lalu23:51

23:51

In this episode of Revenue Growth Architects, Matt Cronk, Director of Marketing Operations at CS2, joins Xander to discuss why it's necessary to "tier" your MQLs and how it can drastically improve both your lead follow-up and improve the buyer experience. In this episode, we cover: How you should treat your 'Handraiser' or 'Hot' leads compared to your 'Warm' leads to optimize both of their journeys. How lumping all MQLs together can skew your analytics and risk misguiding your optimization efforts. Some handy tips on separating online and offline hot leads, activating this in your systems, and effectively reporting on the data to get better insight into the performance of your different types of MQLs. If you're aiming to bring more precision to your marketing efforts, improve lead handling, and ultimately drive more revenue, this episode is your essential guide.…

The Revenue Growth Architects

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168 - Opt-In Optimized: Understanding Data Compliance 43:02

2 years yang lalu43:02

43:02

This week, we're diving into the crucial yet often overlooked area of Opt-In Management and Compliance. We're breaking down: Importance of Opt-In Management and Compliance: The relevance of data privacy regulations, how preventing fines from GDPR non-compliance can provide peace of mind, and how proper opt-in management can enhance email deliverability rates. Tips for MOps teams: Establishing strong data governance, understanding different data privacy regulations, and providing a pleasant buyer experience without compromising on privacy. GDPR Dashboard: Advice on why and how you should track opt-in regularly through a GDPR dashboard Whether you're navigating the ever-evolving world of data privacy laws or seeking ways to make your opt-in management process more efficient and less of a headache, this episode is a must-listen.…

The Revenue Growth Architects

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167 - Balancing Lead, Account, and PLG Funnels and Strategies for a Cohesive GTM Approach 52:36

2 years yang lalu52:36

52:36

In this episode, Xander and Joy dive into the different lifecycles in sales and marketing: Lead, Account, and Product Lifecycles/Funnels. They review each one's unique Go-to-Market motions, involved teams, and key stages. Let's unpack: Understanding Lifecycles: Recognize distinct characteristics of lead, account, and PLG funnels. Learn how these different approaches to driving demand, selling, and growth significantly impact their specific lifecycles. Navigating Tools & Metrics: Talk about the wide array of tools that support tracking and data in each funnel type, the differing metrics to track, and areas of the funnel that need optimization. Getting Started: Learn some of our quick tips to kick-start your journey in mapping out each funnel. Consider critical factors such as understanding your value metrics and identifying the 'aha' moment in your product. If you are looking to understand the distinctive features of these lifecycles and how to optimize them for success, this episode is for you.…

The Revenue Growth Architects

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166 - Turning Marketing and Revenue Ops Agencies into Your Secret Weapon 46:02

2 years yang lalu46:02

46:02

In the world of MOps & RevOps, it's not just about who you work with; it's about how you work together. So, we're breaking it down to help you become a master in working with Marketing and Revenue Ops agencies. We're diving into: Agency Selection: Finding the right agency doesn't have to feel like speed dating. Learn how to differentiate between different types of agencies, and get the right balance of strategic vs. tactical expertise. Leveraging Strengths of the Agency: Once you've found 'the one,' how do you get the most out of the relationship? We'll guide you through five ways to get the best from your partner: from embedding them in your team to getting different agency partners to partner with each other to improve your business across all channels. Systemizing the Work: How do you build a system that gets the work done? It's all about establishing a shared roadmap, setting expectations, regular check-ins, and harnessing the power of shared Project Management tools. An agency should be your secret weapon, not a secret worry. So optimize your operations to hit the high notes and gain better results from your agency relationships.…

The Revenue Growth Architects

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165 - Next Level Nine-to-Five: How to Elevate Your Career 46:17

2 years yang lalu46:17

46:17

Looking for the next promotion in your career? Are you hungry for growth, but not sure if you're interested in managing people? We've got you covered. On this week's episode, Claire Pockell-Wilson, CS2's Senior Manager of People Operations, joins Xander to discuss how to shift career development talk into a new perspective. We're challenging conventional wisdom, discussing not just career growth, but how you can lead, inspire, and instigate change, regardless of your current job title. We break down some alternative routes for professional growth that don't have to necessarily involve conventional ladder-climbing, such as: Self-Driven Growth : Own your 1-1s, separate career discussions from tactical talks, and identify opportunities for skill enhancement. Make your growth journey your own adventure. Fostering a Growth Culture : Understand how clear progression paths, learning and development budgets, and feedback cycles contribute to a robust growth culture. And bonus - learn how to evaluate these aspects right from the first interview. Helping Others Level-Up : Dive into the world of delegation, succession planning, and stretch assignments. Discover how promoting others' work and effective escalation can accelerate team growth. We'll also delve into the skills and challenges that come along with assessing readiness for growth, figuring out what you want out of your career, and the role of skill assessments in shaping career trajectories. If you've ever wondered "what's next" in your career, this episode is tailored to you.…

The Revenue Growth Architects

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164 - 7 Non-Obvious AI Use Cases for Marketing and Revenue Ops 40:15

2 years yang lalu40:15

40:15

In this week's episode, Charlie and Xander dive into the latest AI Rev/Marketing Ops news and showcase seven use cases and tools they're experimenting with. Learn more about: Vowel: An AI meeting platform that transcribes in real time, effortlessly integrates with your favorite tools, and helps your latecomers catch up with AI-generated summaries. ChatGPT Code Interpreter : Our go-to tool for data visualization and analysis, capable of creating interactive charts and providing you with effortless insights. Marketo Velocity Scripting and Excel Formulas : Leveraging ChatGPT to learn technical MOps skills faster than ever before. Trained AI Chatbot : The ability to train your own chatbot so your team can ask questions and get accurate answers from your own vast knowledgebase. Lead Scoring : An AI scoring system that not only provides a score but also outlines its reasoning. Strategy Creation for ABM : A on-demand strategist to help develop and document your ABM strategy. Data Cleanup : How we use the ChatGPT plugin for Sheets to streamline our data cleanup process. As we've seen already, AI has the potential to change the day to day of marketing and revenue operations completely, but only for those who take full advantage of its capabilities.…

The Revenue Growth Architects

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163 - A New Hope: Your Marketing Automation Platform's Fresh Start 48:48

2 years yang lalu48:48

48:48

CS2 is taking you on an epic journey in a galaxy not too far away. This is a new mini-series, where we walk you through the many phases of a brand-new Marketing Automation platform. In this episode, we're joined by industry veterans Gany and Brian as we tackle the intimidating yet exhilarating task of establishing a fresh start in your Marketing Automation platform. In this episode, we'll be navigating: The Prep-work: To rebuild or not to rebuild? We'll weigh the pros and cons of each approach. Gany and Brian will guide you through the need for stakeholder alignment, dealing with constraints like contract negotiations and balancing daily tasks, and who you should rope in for this mission. The Implementation: Here's where we roll up our sleeves and get our hands dirty. We'll walk you through the down and dirty of the tech setup, laying down the foundation with templates, campaign management, GDPR programs, and more. And then we'll leap into the optimization phase where we discuss deprecating old processes, data hygiene, and nurturing campaigns. Testing, Enablement, and Launch: We'll demonstrate how to thoroughly test every lead scenario, enable users based on their comfort level with the new tool, and finally, prepare for the grand launch. But the journey doesn't end here. We'll also talk about monitoring and further optimization once you're in a live state. Join us as we embark on this thrilling journey, blasting off into the world of Marketing Automation platforms. This episode is a must-listen for anyone looking to explore new territories in their Marketing Automation journey or those seeking to optimize their current platform. May the force of good data and efficient processes be with you!…

The Revenue Growth Architects

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162 - In the Trenches: Automating Data Normalization with Scalable Solutions in Salesforce and Marketo 51:29

2 years yang lalu51:29

51:29

Welcome to another insightful episode of the Revenue Growth Architects podcast, where we untangle the complex world of marketing operations. Today, we're joined by Grant Booth, a seasoned Salesforce admin with a passion for clean data. Buckle up for an intriguing ride into the depths of Data Normalization, and learn how you can save yourself hours and headaches down the road. In this episode, we're demystifying: The Basics: What is Data Normalization, really? Often referred to as data cleaning, we'll discuss its role in simplifying complex data and eliminating redundancy, ensuring you're not slowing down your processes with countless redundant values. The Why: Why should you care about Data Normalization? We highlight its importance in facilitating easy and reliable reporting, fostering standardized data, and contributing to simplified automation downstream. We'll discuss why minimalism is key in retrieving and grouping particular datasets. The How: How can you do Data Normalization efficiently? We'll explore strategies for future-proofing your data structure, determining the 'correct values', and how to categorize for simplicity. Most importantly, we will share detailed steps you can do to leverage CSV supported automation out of both Salesforce or Marketo to make this scalable and easy to maintain. We're not about blocking data - we're here to transform it. We want to flip the script on the old adage, "Garbage In, Garbage Out" and make your marketing ops work smarter, not harder. And at the end of the day, it all comes down to your ABC's - Always Be CSV-ing.…

The Revenue Growth Architects

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161 - Mastering HubSpot: Best Practices for Strategy and Execution 46:11

2 years yang lalu46:11

46:11

Are you ready to take your HubSpot game to the next level? This week on the Revenue Growth Architects Podcast, Gany Rodriguez joins to dive into how to maximise your use of HubSpot. Get ready for a whirlwind tour of HubSpot best practices as we break down: Strategy: Learn how to approach your go-to-market process, whether or not to adopt HubSpot's built-in features or customize them to fit your own, and the ins and outs of opt-in/opt-out strategies and global forms Operations: Discover the secrets of operationalizing global forms, templatizing workflows, and managing marketing vs. non-marketing contacts Analytics: Uncover the power of HubSpot's campaign tracking and reporting features, including form submissions, workflow details and audits, and the versatile journey report builder Whether you're a HubSpot novice or a seasoned pro, this episode is packed with tips and tricks to help you optimize your enterprise experience with this powerful marketing tool.…

The Revenue Growth Architects

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160 - Maximizing Your SFDC Campaign Performance: Solving the "Where/What" Challenge 43:18

2 years yang lalu43:18

43:18

Are you struggling to measure the impact of your marketing channels and track the origin of your leads? You're not alone! This week on The Revenue Growth Architects Podcast, Nina Valtcheva, Director of Solutions Architecture at CS2, comes back to chat about how to unravel the mystery of SFDC Campaign/Channel Tracking and help you master the art of attribution. In this information-packed episode, we'll cover: The Where/What Challenge: Discover how to track how someone got to your content and what they converted on, and learn about the different methods to set up your SFDC Campaigns for better attribution Setting Up SFDC Campaign Tracking: Dive into the process of creating SFDC Campaign Types, defining UTM values, and setting up automation to streamline your tracking and reporting Reporting and Utilizing Data: Explore various reporting techniques and learn how to use the data to optimize your marketing campaigns and boost your ROI, and finally, Common pitfalls to be aware of, key monitoring strategies, and the importance of not setting and forgetting your tracking process This episode is sure to help you take your campaign tracking skills to the next level!…

The Revenue Growth Architects

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159 - When Will AI Replace Technical RevOps Jobs? 42:21

2 years yang lalu42:21

42:21

AI has gone from 0-60 in the past three months. The speed of development is both exciting and unnerving. In this week's episode, we're diving deep into AI and exploring its potential impact on how we interface with our marketing/revenue ops tech stack. From SFDC's AI flow builder, Zapier's AI automation builder, Chatspot.ai by Hubspot, AutoGPT, and dozens more examples of marketing and sales tech embedding advanced AI into their products, we'll examine the wild developments in AI-driven chat interfaces and their potential to revolutionize the way we interact with technology. Join us as we explore: • The current state of AI in Rev Ops tools and the move towards a more prompt-driven interface • The possibilities and potential stages of AI evolution, from building complex automation to fully autonomous AI doing our jobs • The pros and cons of AI-driven tool development, including the good (increased efficiency) and the bad (tech debt) • The future of AI in sales and marketing, and the potential for a centralized AI that could change the fabric of our economy Will AI eventually replace the need for marketers and salespeople or even reshape the entire tech industry? We are not sure, but we're going to discuss it nonetheless.…

The Revenue Growth Architects

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158 - Best in Class Campaign Operations Process 40:35

2 years yang lalu40:35

40:35

Is your campaign operations process a little chaotic? Do you want to scale up your campaigns without adding stress? In this week's episode of The Revenue Growth Architects, Jerel Allen and Ruben Rangel, two of CS2's top Campaign Ops experts, sit down to discuss the do's and don'ts of campaign operations that will help you scale your campaigns like never before. In this episode, we dive into the key components of a best-in-class Campaign Ops process, covering aspects like: • The importance of having a project management tool and a well-defined request process, and the necessity of training, enablement, documentation, and optimized MAP assets • The necessity to have clear roles and responsibilities, reporting, and regular meetings or check-ins • The essential technical and soft skills you need to own and manage your COps processes, and • Some of the most common challenges faced in developing and maintaining a robust Campaign Ops process. Don't miss this opportunity to learn from the pros and discover how you can avoid common pitfalls to revolutionize your campaign operations.…

The Revenue Growth Architects

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157 - The Power of Nurture: How to Build Lasting Relationships with Your Customers 42:03

2 years yang lalu42:03

42:03

Are you looking to build a top-notch nurture strategy that effectively engages your audience and drives results? Dive into this insightful episode of The Revenue Growth Architects, where CS2's Joy Martinez joins Xander to explore the ins and outs of creating a successful nurture campaign. We broke down some essential aspects to consider when building a nurture strategy: • Establishing clear goals and reporting needs • Understanding entry and exit points for a seamless sales funnel experience • Crafting content that speaks to your audience at every stage of the buyer's journey (ToFu, MoFu, and BoFu) and, • Finding the perfect cadence and frequency to keep your prospects engaged We've got some great tips for setting up a nurture campaign that drives real results, so stick around while we break it down.…

The Revenue Growth Architects

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156 - How AI tools like ChatGPT will shape Rev Ops (plus 3 powerful use cases) 55:12

2 years yang lalu55:12

55:12

"AI isn't going to steal your job, but someone using AI might." Welcome to the newly branded Revenue Growth Architects Podcast (formerly fwd:thinking podcast). In this episode, Charlie joins us to discuss his take on the quickly-evolving developments of ChatGPT, AI, and how that's going to change the way we work in marketing and revenue operations. Specifically, we'll dive into these topics: • Why you need to care about AI now, and what you can do to keep up with this technology • How to make AI work for you, • And practical ways you can integrate AI and ChatGPT into your workflow, including use cases surrounding using AI to optimize lead scoring, how to write an effective ChatGPT prompt, and using AI to improve your company's documentation processes. This topic has the business world buzzing, so you won't want to miss out. Charlie and Xander break it all down for you. PLUS - we've got some exciting news to share with you!…

The Revenue Growth Architects

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155 - Scaling Your Nurture Programs in Marketo 43:11

2 years yang lalu43:11

43:11

Get ready to get technical with us, because in today's episode of fwd:thinking, we dive into the art of building a successful nurture program within Marketo. Colton Slauson, Senior Manager of Marketing Operations at CS2, joins us to share some valuable insights on how to approach this project. Specifically, we'll be talking about how to: Start with a solid plan and identify your nurture audiences. Overcome common hurdles by creating a repeatable process with set guidelines. Prioritize effective reporting to evaluate and optimize your nurture programs. We’re getting detailed today, so grab a pen and some paper and be prepared to take some notes. For more information on Nurture Handling, check out Colton's step-by-step Nurture Handler Guide .…

The Revenue Growth Architects

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154 - Stop Struggling With Data Enrichment 41:26

2 years yang lalu41:26

41:26

In this episode, Xander is joined by CS2's Director of Solutions Architecture, Nina Valtcheva to talk about an essential need for your business, data enrichment. If you can optimize your enrichment process, you'll improve your database's health, completeness, and accuracy - a win for both marketing AND sales teams! Join us as we break down: What is data enrichment and why is it useful How to build a business case if you don't already have a data enrichment tool What to do (and not do) when setting up a data enrichment tool, and How to measure the impact data enrichment has on your business At CS2, we're all about working smarter, not harder. Enrichment is one way you can improve the quality of your data and make it easier on your sales and marketing teams to connect with your target market.…

The Revenue Growth Architects

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153 - How to Level Up Your Operations Using the CS2 PRODUCT Method 47:23

2 years yang lalu47:23

47:23

How To Level Up Your Operations Using the CS2 PRODUCT Method Too often, we see clients approaching their roles with a project mindset. A project mindset is a temporary endeavor, with timelines, budgets, endpoints, and deliverables. Project mindsets can make MOps teams feel like they are seen just as order takers who only process incoming tickets. Today, we're going to introduce you to CS2's PRODUCT method. This method focuses on ongoing concerns, and is positioned for strategic conversations that influence business decisions. A product team is never done as long as the product remains on the market, which means there are continual opportunities for learning, feedback, improvements, enhancements, and expansions. The focus here is on outcomes . The PRODUCT method is actually an acronym. It stands for: P - Prioritization R - Roadmap O - Outcomes Measured D - Documentation U - User Experience C - Continuous Improvement T - Team Structure and Alignment Join us as we break this all down for you with Joy Martinez, CS2's Senior Director of Marketing Operations. Joy is an expert in shifting clients from the project mindset to the PRODUCT mindset. This method will be a game changer for you and your teams - trust us.…

The Revenue Growth Architects

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152 - Lead Scoring Done Right 47:35

3 years yang lalu47:35

47:35

It's 2023, so why on this forward thinking episode are we still talking about lead scoring? Is using “lead scoring” still relevant? In this episode, CS2's Director of Marketing Operations, Matt Cronk, talks us through how to do lead scoring right. And, disclaimer, we use the term “lead scoring” here, but really it’s setting a priority to prospects so you can optimize where and how sales spends their time - even if you are just sending hand-raisers over to them. So join Matt and Xander as they take a deep dive into why lead scoring is still useful especially when done right, how we at CS2 suggest approaching your model, and lastly, how to set it up to be successful and have sales singing your praises!…

The Revenue Growth Architects

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151 - Technical Debt to Technical Equity: Part 2 47:42

3 years yang lalu47:42

47:42

If you missed last week's episode - Technical Debt to Technical Equity Part 1 - you're going to want to give that a listen first. This week we're bringing you part two, featuring CS2's Senior Salesforce Consultant, Grant Booth, for the second week in a row. We're covering topics including: Apex CPU Limits - what it is and why it matters Why you should move to flows How to build and run a tech debt project Disclosure: we recommend checking this episode out on our YouTube channel or our website, cs2marketing.com , because Grant shares his screen as he walks through some great examples of salesforce automation, workflow rules, process builders, and running tests and analyses. If you're deep in technical debt, and are desperate to reach technical equity, this episode will help.…

The Revenue Growth Architects

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150 - Technical Debt to Technical Equity Part 1 38:06

3 years yang lalu38:06

38:06

We all talk about technical debt, but talking about it doesn't make it go away. One of our predictions at the start of 2023 was that technical debt was going to skyrocket this year, and companies would struggle to dig themselves out of that hole come 2024. That's one prediction we hope doesn't come true, but it's going to take more than wishful thinking to make that happen. On this week's episode of fwd:thinking, CS2's Sr. SFDC Consultant, Grant Booth, joins us to discuss technical debt: why you need to prioritize fixing it and how to get executive buy-in for this critical project.We didn't stop there though. This episode is a two-parter, and Grant will be back with us next week to dive more into the weeds of what CPU limits are, the types of Salesforce automations and flows and their impact on processing, and what a successful SDFC tech debt project looks like. After hearing this episode, you'll definitely want to mark your calendar for part two next week.…

The Revenue Growth Architects

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149 - CS2's Tips for Optimizing an Inherited Technology Instance or Marketing Automation Instance 39:13

3 years yang lalu39:13

39:13

Inheriting a new instance can be tricky. You need to understand the context around how things were built, align with the marketing strategy, and identify the business goals related to your marketing automation platform. Once you've uncovered the why, you need to focus on uncovering the "who". Who are your key stakeholders? Who's in charge of using the system, and what are team expectations? And then finally, focus on the "how". How do you get the information you need out of a new instance? What's the first thing you tackle? On this week's episode of the fwd:thinking podcast, CS2's Senior Manager of Marketing Operations, Chelsea Byron, breaks down the do's and don'ts of inheriting a new instance, and provides several key takeaways. If you or your company is in the middle of this process, you'll definitely want to tune in.…

The Revenue Growth Architects

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148 - CS2's Guide to Account Based Marketing, and How to Make it Work for You 43:20

3 years yang lalu43:20

43:20

Most marketers have used Account Based Marketing (ABM) strategies before. It's not a new concept by any means. In a sea of multi-colored rubber duckies, you pinpoint the blue ones and focus your marketing there. (Don't know what we mean? Give the episode a listen)What many teams get wrong is that ABM is not just a for large enterprise accounts requiring white glove marketing tactics. You should be using an ABM strategy for all of your accounts.You have to ask yourself: Which buyers should we be targeting? Which buyers should we not be targeting? (Not doing something is a great strategy) Which of those buyers are in market... now Once you've got those three questions roughly answered, you can start operationalizing your ABM strategy.On this week's episode, Xander and Crissy break down all the ins and outs of an ABM strategy and how you can use it to get the maximum return on your marketing investments. If this seems right up your alley, you'll definitely want to give this episode a listen.…

The Revenue Growth Architects

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147 - CS2's Guide to Customer and Prospect Communication Orchestration 42:59

3 years yang lalu42:59

42:59

CS2's Guide to Customer and Prospect Communication Orchestration On this week's episode, Xander sits down with Crissy to talk through CS2's Guide to Customer and Prospect Communication Orchestration. In the last several years, companies have brought on more and more technology and adopted more channels to communicate with their prospects and customers. From marketing automation, sales engagement platforms, to social messaging and their product itself, companies are creating disjointed customer experiences with duplicative messages and lack of cohesive efforts across the whole revenue team who work in silos. How we communicate to prospects and buyers is a HUGE part of that customer experience alone so we need to care! During the episode we will share our tips for creating great communications orchestration within your org, how to get buy-in and alignment toward this effort, and also what outcomes you will see as a result of it. Get your notepads ready. Trust us.…

The Revenue Growth Architects

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146 - Introducing Revenue Growth Architecture and CS2's GROW Framework 44:48

3 years yang lalu44:48

44:48

We've seen a huge growth gap within organizations over the last several years: the executive team wants to grow faster than the operations team has capacity to keep up with. MOps teams want to make impact aligned with the executive priorities, but often times get bogged down in day-to-day tasks and responsibilities. This makes it difficult for their teams to prove their value to the C-Suite.If you relate to this, have no fear. During this week's episode, host Xander Broeffle, and CS2's CEO and CRO, Crissy and Charlie Saunders, introduce a framework that's been in the works for the last several years at CS2. Enter: Revenue Growth Architecture and the GROW Framework .First, let us break it down for you: G - Go-to-Market Design R - Revenue Analytics O - Operational Infrastructure W - Wins Use this GROW Framework to align your teams on the most impactful projects and objectives. Align with core marketing strategy, execute the processes efficiently, and leave every initiative with meaningful analytics. Get the results that will make your executive team cheer.Intrigued? Then this is the episode for you. Grab a pen and some paper and be ready to take some notes.…

The Revenue Growth Architects

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145 - Tips for Effective Marketing Ops Documentation, Training, and Enablement 34:35

3 years yang lalu34:35

34:35

Change - some of us love it, some of us hate it. But no matter which side of the fence you fall on, change is inevitable, especially in business. What's the best way to get buy-in from your team and make the change stick? CS2's Senior Director of Marketing Operations, Joy Martinez, joins us on the fwd:thinking podcast again this week. She breaks down the do's and don'ts of introducing change in your organization, through these three key steps: Building great documentation Empowering your team through training And enabling them to be successful through open lines of communication Whether you're a C-level exec, or just starting out in your marketing career, Joy's advice applies to you to get the most out of your next process improvement.…

The Revenue Growth Architects

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144 - Top Listener MOps and RevOps Career Questions Answered 50:03

3 years yang lalu50:03

50:03

CS2's founder and CEO, Crissy Saunders, knows a thing or two about building a career in operations, starting an agency, and consulting in general! And over the past few months, she has received dozens of questions on LinkedIn from others looking to do the same. So this week, Xander sat down with Crissy to get her answers to a few of the top ones. Whether you are looking to make a career change to an operator supporting the revenue team, looking to get into independent consulting or building a small agency, or thinking about how a create a path to ops leadership and beyond - this podcast is filled with great career advice you can take yourself or share with your team.…

The Revenue Growth Architects

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143 - Pipeline Source is Wrong But It Can Be Useful 24:06

3 years yang lalu24:06

24:06

"All Models Are Wrong, But Some Are Useful" - British statistician George E. P. Box We have quoted our good man George so many times on this podcast, and today's episode title is even inspired by it as we talk all about Pipeline Source. Right now when jobs are on the line or teams are looking to show their impact, it can be very tempting to want to try to use pipeline source to give "credit" as to which team or channel (marketing, sales, partner) drove the opportunity. Or, even if the intention is to not use pipeline source for credit, some teams are just identifying it in the wrong way. So on today's podcast we will give you or take in under 30 minutes on: All the reasons why pipeline source can be wrong How to do it right if you still plan to use it And how, even though it can be "wrong", it still can be useful Take a listen and let us know -- are we wrong or was our advice useful? 😄…

The Revenue Growth Architects

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142 - Team CS2'S Predictions for 2023 53:24

3 years yang lalu53:24

53:24

2022 was another unexpected year that we couldn't predict in the B2B SaaS and tech space. During the summer, companies were all in the thick of a talent war and now heading in 2023, many companies have had to do layoffs and are on hiring freezes. But even though this space feels unpredictable, we wanted to come to the podcast like we have done over the years with our team's predictions for 2023 in marketing, sales and operations and B2B SaaS in general. Join Xander Broeffle as he sits down with Crissy and Charlie to talk through predictions provided by the team and give our commentary on whether they agree or not. This episode is always a fun one so listen in and see if any of our predictions match up to yours!…

The Revenue Growth Architects

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141 - CS2'S Guide to Revenue Planning with Alison Rouse 39:39

3 years yang lalu39:39

39:39

CS2'S Guide to Revenue Planning It's the end of year and many revenue teams are looking to do their revenue planning and tapping operators to help work with finance to do so. However, from our experience, companies are often missing the proper data or practices in order to revenue plan with success. So want to be the hero and lead this important project successfully? We got you! On the podcast this week, new host Xander Broeffle interviews Alison Rouse, CS2's VP of Solution Architecture and Analytics as she walks through CS2's guide to revenue planning. They both dive into: Tops-down versus Bottoms-up data modeling The risks when only utilizing one of these models Foundational data points needed for both models How goals should be communicated and revisited by the revenue team And how to approach next year's planning if you already do have a strong data foundation Get ready to take some serious notes!…

The Revenue Growth Architects

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140 - What Sales-Led Companies Must Avoid when Launching a Product-Led Growth Strategy 38:07

3 years yang lalu38:07

38:07

Product-Led Growth is all the rage right now and has infiltrated it's way into B2B SaaS and many sales-led first companies are dipping their toes on the PLG waters and deciding to launch this new strategy. The only problem? Companies are underestimating all the changes and things you need to do strategically and operationally in order to make it work. And you can't just apply your same sales-led processes, team, or data structure to it and assume it will work. So what are the most common mistakes we see sales-led first companies do? Listen in to hear from Xander, Crissy, and Charlie all the things to avoid so we can't tell you we told you so ; )…

The Revenue Growth Architects

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139 - Advice for Elevating Your Marketing QBRs 39:53

3 years yang lalu39:53

39:53

It's that time of the year. Time to prep for end of quarter business reviews and annual reviews. Whether you're attending sales QBR's or prepping your own, there are key insights that you should be preparing to show what marketing is doing well and also highlight areas that can improve. This week, Crissy, Charlie, and Xander discuss key metrics to highlight, and how to tell stories from your data. They also share insights into which teams you should align with prior to the QBR to make sure that your review is aligned with other revenue teams. This is a must listen for anyone looking to be a strategic partner with their marketing and sales leadership teams!…

The Revenue Growth Architects

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138 - Making the Case for RevOp/MOps Resources and Budget to Execs 43:53

3 years yang lalu43:53

43:53

Making the case for budget and resources for RevOps or MOps is..... tough. Especially when you are trying to get the buy-in from execs like your CMO or CEO. But why is it so difficult? What are the negatives impacts that they care most about that are tied to being under-resourced? What can you do to make it so you can get enough resources? What types of resources or support should you be looking for? Well, we cover all over that and more in today's episode. Join Xander, Director of MOps from CS2 as he takes over as host for the first time and see what him and Crissy and Charlie have to say on the topic.…

The Revenue Growth Architects

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137 - Tips for Building a Strong Team Culture - Claire Pockell Wilson, Sr Manager of People Operations at CS2 43:44

3 years yang lalu43:44

43:44

Building a strong team culture is hard. Especially while remote. And especially as your team grows. But how do you maintain the same level of connection for the team while also ensuring they feel supported and are growing as you add on more people? Well, on this week's podcast our very own Sr. Manager of People Operations, Claire Pockell-Wilson , takes us through why culture is so important and dives deep into some of the many programs and tactics she has rolled out or refined here at CS2 to maintain our strong culture based on our values even while doubling our team size. This is a great listen for any leader - even if it is just of a small team, to gives you ideas on how to make sure your team is happy and healthy and ready to take on their job! To connect with Claire and keep the conversation going, find her on LinkedIn!…

The Revenue Growth Architects

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136 - CS2's Guide to Handling Common MAP Security Risks 32:45

3 years yang lalu32:45

32:45

Do you know that your marketing automation system can easily be attacked or threatened? And these attacks, when not handled properly or prepared for, can really impact not only your reputation, but your customer experience and trust with your whole revenue team, especially sales? It's better to be prepared than surprised, so this episode is a must listen if you manage the marketing automation platform for your org. This week, we introduce our new cohost Xander Broeffle, Director of MOps at CS2, and he joins Crissy and Charlie to dive into two very common security threats to any marketing automation platform that happen a lot. During the episode we will cover: What the two (kind of 3) threats are How to identify or tell you have been attacked or at risk What proactive steps you can do to be prepared for one What to do in the event you are attacked And how you can minimize the impact of a potential attack on your reputation, your systems, your customer experience and your trust from sales. So join us for this quick chat and then go inform your revenue team and the IT/ security team and build a preparation plan. You will be SO happy you did!…

The Revenue Growth Architects

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135 - So you want to switch MAPs? 48:45

3 years yang lalu48:45

48:45

You or your team is discussing switching marketing automation platforms. But wait! Are you about to make the right decision? After listening to this podcast episode you will find out! Join me and CS2’s very own Xander Broeffle, Director of MOps , as we dive deep into all the things to consider and plan for before you switch MAPs. We cover: The right reasons to switch The wrong reasons to switch The requirements you need to gather and assess before selecting a new MAP How to plan appropriately for the switch And, how to really ensure your process of switching is successful This podcast will be your savior - trust us. If you have any more questions for Xander or just want to network, connect with him here on LinkedIn!…

The Revenue Growth Architects

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134 - The Big Benefits of Identifying You and Your Team's "Strengths" 49:15

3 years yang lalu49:15

49:15

So many times we position and measure people on our ops teams based on their technical skills. But how do we actually understand what someone’s true strengths are? These aren’t skills they learn or train themselves, but really the traits they just naturally have that can help them be successful and energized. So this week, we have our very own Sr. Director of MOps, Joy Martinez, on the podcast to talk all about one her favorite topics, strengths, and how mangers and individuals can identify their own and their team’s strengths and use that knowledge to make them and their team more effective. Joy will also cover how she led our CS2 team through a workshop on strengths at our team offsite this summer and how it can maybe inspire you and your team to do the same! To learn more from Joy, connect with her on LinkedIn and check out some of the strengths resources we talked about on the podcast below. Find out more about CliftonStrengths Find about more about 16 Personalities…

The Revenue Growth Architects

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133 - A Deep Dive into Marketing ROI with Alison Rouse, VP of Solutions Architecture and Analytics @ CS2 41:52

3 years yang lalu41:52

41:52

Measuring ROI on marketing is probably one of the trickiest things to do for operators and analysts. There are so many things to consider from your campaign structure, how you track cost, and even what tools to use. But this week, our very own VP of Solutions Architecture and Analytics Alison Rouse will dive into another meaty topic for analytics - and that is yup, marketing ROI! On the podcast we will dive into: The definition of ROI and the different types you can measure for marketing What pitfalls or issues you can face when trying to track ROI What methods we see work best across clients and an overview on a few tools to use And, what you really to also track first before even trying to measure marketing ROI to tell the full story If you loved our attribution episodes on the pod - you will love this one! Whether you are a CMO trying to understand marketing ROI, or an analyst tackling it yourself, it will be super helpful. To connect with Alison and ask any follow-up questions for her, connect with her on LinkedIn.…

The Revenue Growth Architects

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132 - Tips for Creating an Effective Lead Scoring Model - A CS2 Case Study 44:02

3 years yang lalu44:02

44:02

Lead scoring is getting a lot of hate recently. You know, the same hate MQLs get. But like MQLs, is it warranted or are people just doing it wrong or using it for the wrong purpose? On this week's episode, Charlie sits back down with Crissy again to dive deep into a lead scoring project they have done for a client and repeatedly iterated on over the 10 months. In the episode, Crissy will give her tips on: What you need to do ahead of creating a lead scoring model to make it effective What analysis and modeling you can do before launching a model to ensure it's effective Why having a goal conversion rate of MQL to SQL to model to is effective in your modeling Why having the right data is so important And why it's not a "one and done" project So sit back and learn how you can take CS2s same approach to your own organization to see success with a lead scoring model.…

The Revenue Growth Architects

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131 - Tips for Managing a Tight Marketing Budget with Jason Widup, VP of Marketing at Metadata.io 49:56

3 years yang lalu49:56

49:56

Your budget just got cut and you are on a hiring freeze, but your marketing team's goals stayed the same. How do you deal? Where should you make the sacrifices and what should you stay invested in? And how can you articulate to finance why you actually need more to deliver on those goals? On this week's episode, we have a MarTech veteran and now VP of Marketing at Metadata.io , Jason Widup on to discuss all about what to do when your budget is cut and all the ways he handled it himself in his current role during this "slow down" and in past roles. We answer all of those burning questions above and more so this is a great one not only for MOps but anyone in marketing. To learn more about Metadata.io go to their website here or follow them on LinkedIn . And to continue the conversation with him, connect with Jason on LinkedIn here .…

The Revenue Growth Architects

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130 - Revenue Ops Is A Team Sport with Mary Blanks, Chief Growth Officer @ Klearly 45:47

3 years yang lalu45:47

45:47

When your company is focused on revenue growth, one of the most impactful things the whole team can do is approach working together like a unified team. Not just separate teams aligned to each other, but one team that is unified on goals, strategy, and thinking about the experience for the prospect and customer through their whole journey. On this week's episode, we have Chief Growth Officer at Klearly, Mary Blanks on to talk about why revenue growth is team sport, how approaching it that way can have some amazing beneficial impacts on customer journey and pipeline creation, and what it takes to move the revenue team to this way of working by managing organizational change effectively. To connect with Mary, check her out on LinkedIn and make sure to follow Klearly, as they are about to also launch their very first podcast all around revenue growth best practices.…

The Revenue Growth Architects

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129 - Is a Decentralized Campaign Ops Model Right for Your Org? with Amy Goldfine and Geraldine Gudiño Garcia @ Iterable 51:40

3 years yang lalu51:40

51:40

If you have a small marketing operations team supporting a marketing team creating a lot of campaigns, you might be interested or even have a decentralized campaign operations model where marketers can create campaigns and send emails themselves. This can be great for giving your team more time to be strategic on other projects. But how do you do it well? What processes and documentation need to be put in place? And what happens when your marketing scales so fast, the decentralized model starts to show some signs that it is not working anymore? On this week's podcast we will dive into all of that with two incredible women marketing operators, Amy Goldfine , Head of Marketing Ops and Geraldine Gudino Garcia , Marketing Operations Manager at Iterable. Both Amy and Geraldine have had experience with adding processes and enabling the decentralized model at their organization and share their experience and tips with us all. And, (SPOILER ALERT) they also go into why they are planning a to change to a new model this year. This episode is so informative and jam packed with great advice and things to consider if you have or you are thinking of putting in a decentralized campaign ops model. To learn more from Amy Goldfine, check her out on LinkedIn or go to her website MarketingOpsAdvice.com and to learn more from Geraldine, you can also connect with her on LinkedIn.…

The Revenue Growth Architects

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128 - The Mops and Sops Power Partnership 49:05

3 years yang lalu49:05

49:05

Alignment across sales operations and marketing operations is crucial to company growth and efficiency. They are the life line to supporting the revenue function. And whether you are under one team in RevOps or not, you really can have strong alignment and have a "power partnership." Case in point: Veronica Lazarovici, Marketing Ops Lead and Doris Hu, Director of Sales Ops at Alma who were our guest speakers this week. Once you take a listen you will be so inspired by the incredible alignment and relationship they have between their teams - and even with a 6-hour time different between them! Both Veronica and Doris dive into the benefits of their partnership, what impacts on the business there can be without the strong partnership in place, how they both manage their requests processes and stay aligned on their roadmap, their approach to aligning teams to "tech" and not "processes" and then how they support the whole revenue team with reporting and training and enablement. Get your paper out because you will be wanting to take notes! And also, if you loved this - share it with your Mops or Sops counterparts! Feel free to connect with Veronica here and Doris here on LinkedIn to hear more from them!…

The Revenue Growth Architects

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127 - The State of Mops Talent in 2022 with Toby Murdock, CEO and Cofounder of Highway Education 39:06

3 years yang lalu39:06

39:06

In May 2022, Demandbase and Highway Education teamed up to survey MOps pros and uncover what the MOPs industry is up against through its State of Marketing Operations Talent Study. I was happy and lucky to also be interviewed for the report, so it was my pleasure to have Toby Murdock, CEO and Cofounder of Highway Education back to the pod for a second time to discuss the findings and both of our takes on the State of Mops and how it has changed but mostly stayed the same since the report was published. If you are interested in learning about how we got to the state we are in and how companies can help combat the issues, then give it a listen! Also if you want to check out the report you can find it here and also learn more about Highway Education here .…

The Revenue Growth Architects

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126 - Architecting for Operational Excellence with Kimmah Shah, Senior Director, Demand Marketing and Operational Excellence at Actian 44:37

3 years yang lalu44:37

44:37

You may have heard about a center of excellence or operational excellence but do you know what it is? And do you know the value or how to architect for operational excellence at your org? On this week's episode we sit down with Senior Director of Demand Marketing and Operational Excellence at Actian who takes us through what operational excellence is to her and how she has architected and positioned their people, process, and technology in a way that supports the marketing and sales teams to be aligned and reach their goals. This is a must listen and I think you will have some laughs as well! To connect with Kimmah, please connect with her on LinkedIn.…

The Revenue Growth Architects

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125 - Scaling Up a Small But Mighty Mops Team with Chloe Pott, Senior Marketing Ops Manager at Lokalise 45:54

3 years yang lalu45:54

45:54

Unless you are at a big enterprise, the reality is that you are on a small ops team. Even with an ops team bigger than one person, it's very rare to have a team that fits proportionally to the size of the revenue team you are supporting or the amount of work you need to do. So - how can you still be small but be mighty and get a lot great strategic work done? Well, this week we have past Marketo Champion, marketing ops extraordinaire, Paris resident, and Mom to two, Chloe Pott, Senior Mops Manager at Lokalise who shares her advice from leading small but mighty Mops teams. Chloe walks us through common challenges small teams overcome, what challenges you cannot face without getting more headcount, how a small team can stay focused and prioritized, and also shares her essential tips for "how to survive" and also "how to scale" with a small team. This is a great listen for all you small but mighty team leaders! And, if you are interested in connecting with Chloe and learning more, you can follow her on LinkedIn here.…

The Revenue Growth Architects

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124 - A Discussion on Mental Health in B2B Marketing with Courtney Chatteron, Content Marketing Specialist at Hyperproof 49:42

3 years yang lalu49:42

49:42

Our mental health plays a huge role in how we show up for work. Work is a big part of our lives, so with the wrong environment, heightened expectations, or lack of boundaries we set for ourselves, we can find ourselves dealing with mental health problems or triggering a mental health issue we already have. Add on the heightened expectations, fear, and anxiety that comes from the outside world today - it is no wonder that many folks are struggling. But how do we know if ourselves or others we work with need help? What are the places we can go to for help? And how does self advocacy play into getting us back to a mental state that makes us productive and healthy? Our special guest, Courtney Chatteron, Content Marketing Specialist at Hyperproof is here to talk about all of that and more. Courtney is a big mental health advocate and also has dealt with mental health issues that would resonate with many of us, so hearing her story and tips are sure to inspire you or open your eyes on how to be an ally to those around you. If you want to connect with Courtney, you can find her here on LinkedIn. Also, for those who were interested in the series #RealConvo from The American Foundation for Suicide Prevention that Courtney mentioned on the podcast, you can find that here.…

The Revenue Growth Architects

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123 - Coaching Advice for Marketers to Feel Empowered and Productive in their Job with Hana Jacover, Chief Hype Officer at Hype House Consulting 57:31

3 years yang lalu57:31

57:31

Coaching is a tool that typically is only available for executive and on top of that is usually only used as a tool to help someone who is underperforming or a situation that needs remediation. But it shouldn't be this way and coaching can actually be an amazing tool for executors and managers in their roles so they can be productive and happy. On today's episode we sit down with Hana Jacover , who is the owner and Chief Hyper Officer at Hype House Consulting. Hana has a long history of working at B2B tech agencies or in house in demand gen so not only does she empathize with all of us marketers, because she was us, but she is now coaching high performers in our space who are looking for the tools and advice to be happier and more fulfilled in their jobs. During the episode, Hana gives us some amazing tips and exercises we can all do to better at self advocacy, setting boundaries, prioritizing, and being more productive. She also shares some of her top applications and books to help you as well. If you are thinking this podcast has nothing to do with doing your job in marketing better - think again. It might be the most important advice. To connect with Hana Jacover feel free to connect with her on LinkedIn or follow her @thehypemama on TikTok!…

The Revenue Growth Architects

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122 - How MOps Can Help During an Economic Slowdown 28:09

3 years yang lalu28:09

28:09

Times have swiftly changed in B2B tech, and instead of companies burning cash and growing at all costs, many have now been pushed to cut costs and do more with less during this economic slowdown. With budget cuts, hiring freezes, and layoffs many marketing teams are feeling the pain of how they can maintain momentum and make it out on the other side even stronger. Who do we think can help? Yup - marketing ops! With the ability to cut costs through evaluating tech, give valuable insights to help them make decisions, and put in automation where we can replace a human or team ( just to name a few), MOPs can help companies scale "back" effectively during this time. So tune in this week to hear more and see how you and your team can help and provide a big impact during this economic slowdown.…

The Revenue Growth Architects

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121 - Technical Debt is Hindering Your Marketing Team with Lindsay Rothlisberger Head of Marketing Operations and Email at Zapier 38:02

3 years yang lalu38:02

38:02

Do you know what technical debt is? Though the term has been widely used across product engineering teams, technical debt describes what results when development teams take actions to expedite the delivery of a piece of functionality or a project which later needs to be refactored. Does this sound familiar to you? Now that marketers are dealing with systems that are getting more dated and with more hands and tech touching them, we are seeing tech debt on the rise. And on top of it, timelines and expectations to deliver projects are not changing, so many teams are just adding to the problem. We were lucky to have Lindsay Rothlisberger , Head of MOps and Email at Zapier join us on this episode to discuss all things tech debt and why it's hindering your marketing. We cover signs that show you may have a lot of tech debt, reasons why operators and marketers need to care, ways to prevent or combat tech debt, and what some folks are doing wrong when trying to eliminate it. If you enjoyed hearing from Lindsay and want to hear more from her, connect with her on LinkedIn here.…

The Revenue Growth Architects

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116 - How Mops Can Successfully Support a Merge or Acquisition I Jessica Meyers, Director of Marketing Ops and Technology at PatientPop 47:34

3 years yang lalu47:34

47:34

In some ways, helping a company go through a merger or acquisition is like a right of passage for a marketing ops professional. We know many folks or consultants who have helped support this large undertaking. But how do you do it well? How do you start the process? What challenges might you run into? This week, Jessica Meyers, Director of Marketing Ops and Technology at Tebra (previously PatientPop ) takes us through her strategies and experience she had had while tackling a merger at her current org. Whether you are going through a merger or acquisition or not, there is some great advice on how to tackle the project, but also how to maintain a tech stack and database that is ready if a merger or acquisition does present itself. To learn more from Jessica, feel free to connect with her on LinkedIn.…

The Revenue Growth Architects

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[REWIND] Dealing with MOps Stress 39:18

3 years yang lalu39:18

39:18

This week we have a new REWIND episode where Crissy and Charlie (CS2) will give their thoughts and comments on a past episode including things that have maybe changed or adding on to advice they gave that they have learned since. After the 10 minutes of going down memory lane, you can listen to the full original recording of “Dealing With MOps Stress”. Enjoy!…

The Revenue Growth Architects

4 years yang lalu38:17

38:17

The Revenue Growth Architects

1
96 - #Rethinking Marketing 16:53

4 years yang lalu16:53

16:53

In this week's episode, we're expanding the fwd: thinking umbrella to include another subset of the podcast; re: thinking! In this spin-off series, Charlie our COO and Co-founder takes his years of experience and challenges the status quo of some fundamental topics in marketing (and more) to help us rethink how we look at this field as a whole. If you're in MOps you know the tech, platforms, strategies, etc. are always changing, so isn't it about time we start re: thinking how we look at the most basic aspects of our work? Tune into this episode to see in a new light how marketing should be operationalizing its teams and strategies.…

The Revenue Growth Architects

1
95 - #MOpsin10 Marketing Ops Has an Outcome Problem 12:10

4 years yang lalu12:10

12:10

Does your operations team have a business outcome problem? We think so. In this week's #MOpsin10, we discuss why we think ops teams, specifically MOps, have a hard time having an outcome-driven mindset instead of a project-driven mindset. We shine some light on why it's really important to prove your value to the business by having an outcome-driven mindset. Doing this will help you not only increase your usefulness in the overall business objectives but will also help substantiate your asks for more resources down the road. Be sure to listen up to this super important (and quick) #MOpsin10!…

The Revenue Growth Architects

1
94 - The Product MOps Method in Action | Jessica Kao, Sr. Director of Demand Operations, F5 48:58

4 years yang lalu48:58

48:58

If you have been following our content lately, you've probably heard us talk about our product MOps method. We even talked about it a few weeks ago in this episode . So in this week's episode, we're joined by Jessica Kao, Senior Director of Demand Operations at F5 who has been implementing this type of thinking for her organization recently and was happy to share her advice and success with us. Jessica takes us through how she is operationalizing the product MOps method within her company and the tools and strategies she uses with her teams to be more productive, efficient, and strategic. Tune in to this episode to learn how to start thinking to a product team and be sure to follow Jessica on LinkedIn: https://www.linkedin.com/in/jesskao/…

The Revenue Growth Architects

1
93 - #MOpsin10 How to Create Team Coalitions for MOps 11:31

4 years yang lalu11:31

11:31

When trying to deliver features or projects that deliver on your business objectives, it can be hard to do this in a SILO. One way to tackle this is with team coalitions. This week on #Mopsin10 we're diving into team coalitions; what they are, why they're important, and how to start them to deliver on your key outcomes for the revenue team. So listen in to this episode to learn our secret sauce to getting measurable results from your MOps work.…

The Revenue Growth Architects

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92 - How to Put Data Governance Into Action | Asia Corbett, Head of Revenue & Community Ops, RevGenius 41:20

4 years yang lalu41:20

41:20

In this week's fwd:thinking episode we're joined once again by Asia Corbett who took us through the fundamentals of data governance a few months back. This time we're diving deeper into data governance and how to actually operationalize it at your organization. Asia walks us through her best practices for good data health and framework that she's learned over her years of experience. She also explains just how important data is for your company overall and how it directly affects your revenue won. Be sure to follow Asia on LinkedIn for the latest content on data governance: https://www.linkedin.com/in/asiacorbett/…

The Revenue Growth Architects

1
91 - #MOpsin10 Why the Hate for MQLs is Misplaced 10:39

4 years yang lalu10:39

10:39

In this week's #MOpsin10, we're digging into a highly debated topic- the MQL. In this ep, we're contesting the popular opinion that "the MQL is dead" and showing you why they're not pointless, just misunderstood and utilized wrong. We want you to stop the hate for MQLs and instead get back to the true roots of a "Marketing Qualified Lead" and why it was developed in the first place. By definition, an MQL is a metric showing a lead who has indicated interest through marketing activities so how can that be wrong if you're setting the right standards? Tune into this quick #MOpsin10 to get back to the basics and understand why your MQL hate is misplaced and where you should maybe be putting in the work to make it great again!…

The Revenue Growth Architects

1
90 - How to Create a Sales and Marketing Orchestration That Wins | Sydney Sloan, Chief Marketing Officer - SalesLoft 36:40

4 years yang lalu36:40

36:40

In this week's episode, we're joined by a long-time colleague, client, and friend, Sydney Sloan who is the CMO at SalesLoft. Sydney is well-versed in the language of Account-based Marketing, Sales Enablement, and Revenue Operations. So in our discussion today, we're going over how you can bring all of those factors together to create the most efficient and effective tech stack for your sales and marketing team and how to orchestrate their efforts. We're covering how to roles of marketing ops and sales have changed in the past couple of years, where those roles have overlapped, and which teams should own certain types of tools. We'll also discuss everything surrounding your Sales Enablement Platform; what teams should own the strategy, who manages the platform, and what types of data you should be reporting on. Tune in to this jam-packed episode if you're ready to take your tech stack to the next level and be sure to follow Sydney on LinkedIn for more awesome tips and best practices: https://www.linkedin.com/in/sydsloan/…

The Revenue Growth Architects

1
89 - #MOpsin10 Our Top 4 Tips to Improve Your Speed to Lead Process 11:00

4 years yang lalu11:00

11:00

Welcome back to another episode of our series, #MOpsin10! This week, we're breaking down our best tips to help you improve your Speed to Lead - the process of an inbound lead getting followed up with and connected to a salesperson. In this mini-episode, we'll give you action items you can take back to your own organization that will help you gain an edge over your competitors. This is a super important topic for MOps pros, so be sure to take notes as we cover enrichment, lead routing, automation, and more in just 10 minutes!…

The Revenue Growth Architects

1
88 - How to Build an Analytics Framework | Alison Rouse, VP of Solutions Architecture, CS2 37:20

4 years yang lalu37:20

37:20

In this week's episode, we're joined (again) by a very special guest and our VP of Solutions Architecture, Alison Rouse! In a previous episode, we chatted with Alison about attribution and you all loved it. So in this episode, we're diving deep into building an Analytics Framework. If you've been following our content, you may notice that this is a topic we discussed in our OpsStars workshop. However, we were only able to give a quick introduction to the analytics framework so in this episode we're really digging into why you should build, where to start, and how to successfully execute an analytics framework in your organization.…

The Revenue Growth Architects

1
87 - #MOpsin10 Questions to Ask Before Building an Analytics Framework 11:44

4 years yang lalu11:44

11:44

In this week's #MOpsin10 we're diving deep into one specific area of a topic we think is very important to marketing operations; the analytics framework for your revenue team. In our quick 10 minute episode, we're specifically going to cover what questions you should be asking to help you plan how you are going to build your framework. Building a framework that suits the needs of the C-suite and individual departments and provides them with the valuable data and feedback they truly need will ensure you have more time for strategic projects because you'll no longer receive one-off reporting requests. So tune into this quick episode for what we believe are the most important questions to ask yourself and your executive before building the analytics framework.…

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