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Roman Gruhn reveals why broken pipelines and stale data push reps into shadow systems—rebuilding CRMs in Excel—and how to refocus on rep needs, nail the build-vs-buy decision, and automate routine enrichment. Packed with real-world war stories and actionable change-management tactics, this episode supercharges your go-to-market execution and revenue growth.

Roman Gruhn, VP of Revenue Operations at Multiverse and former RevOps leader at MongoDB and Remote, explains how broken systems and quick fixes slow teams down and break trust. He says RevOps should work like a product, not a help desk, and that its job is to make sales—one of the toughest roles in tech—as smooth as possible.

He shares a dashboard story that ran perfectly but saw zero use because it never asked what reps actually needed. That taught him to focus every project on the people who use it. Roman also walks through when to build your own tools and when to buy ready-made ones, warning that quick scripts won’t hold up as you grow. He recommends keeping your goal clear and choosing projects that make the biggest difference.

Finally, Roman predicts that computers will take over routine tasks like data updates and routing, freeing RevOps teams to handle strategy, account planning, and working closely with their stakeholders.