RevOps FM

What is a composable martech stack and why should you build one? Director of Growth and podcast host extraordinaire, Phil Gamache, co-founder of Humans of Martech, breaks it down for us. Ultimately composability is about the flexibility to get the features you want sooner and not being at the mercy of a legacy vendor's roadmap. It can bring some additional complexity and maintenance effort, but for Phil, it's very much worth it.

"If any of your listeners are wary about being too self-promotional, I think that they should consider the danger of not communicating. And that danger is very real." Darrell Alfonso explains how communication has transformed his career as a marketing ops leader.

The problems with B2B funnel tracking...and why you need a custom object. Charlie and Justin look at the issues with all the typical approaches and how a custom object solves them. Featuring Charlie Saunders from CS2.

Is there a difference between brand awareness and demand creation? It's a contentious subject. Sam Kuehnle, VP of Marketing at Loxo and former VP of Demand Gen at Refine Labs, shares his perspective on a key difference between them. Sam and Justin look at the example of Monday.com saturating YouTube with ads and analyze why the specific creative and message may or may not have worked to create demand, even as it certainly increased brand awareness.

"Control your time" Some simple but profound wisdom from Kyle Coleman, CMO at Copy.ai, on how he identifies top priorities and ensures he's executing on them every day.

"In go-to-market systems, you get to buy your features. But you have to build your data." Rich A., Hubspot's VP of Engineering for GTM Systems, describes the complex world of data quality at enterprise scale—and why you can't ignore it.

What does winning look like in marketing ops? Hint: it's not completing requests or closing tickets. Jessica Kao explains.

Crafting an irresistable narrative for your ideal customer, featuring Mitch Solway.

Should you use a top-down or bottom-up partner strategy? Featuring Jill Rowley. "You've gotta get the buy-in, And you have to have, some proof points. We used me at Eloqua to win partners, but also educate internally to other salespeople and our CS team that, your number one sales rep in the company has figured out how to win and win more and make customers more successful by working with partners. Like Box is a Reveal customer and their partner go to market team is all-in on nearbound sales Their partner newsletter. it says we're investing in our partner ecosystem and we have a nearbound sales program And we're gonna partner to win...we're gonna look at the right accounts, and we're gonna share intel on that account. What else do they have in their tech stack? Who are the naysayers? How long did it take 'em to buy? What are their strategic objectives as an organization? What are the challenges that they have, etc. Now we're gonna actually do an influence play, the partner is gonna sort of plant some seeds, ask some questions. The partner who has the customer asks some questions about roadmap. where they're looking to go next. Have they considered X, Y, Z? So this influence. And then intro, right? It's great when salespeople, CS people make intros on each other's behalf. That's a huge ask. And an intro requires context, I need to know, what are you gonna say? What are you gonna do? And so, you know, back to Box,  they have reps who aren't going as far as getting like Nearbound tattoos, but they're wearing the near bound T-shirt and they're sharing their success stories and that's getting amplified and marketing is saying, okay, this Nearbound sales, Nearbound revenue, how can we be part of this near bound motion?"

How to transition from lead gen to demand creation, featuring Sidney Waterfall.