Podcast
Revenue Reframed
Hosted by Brianna Dunbar-DeMike · EN
The way we think about revenue is broken—so let’s reframe it. Revenue Reframed dives deep into the science and strategy behind revenue operations, helping go-to-market teams optimize their outbound motion, maximize efficiency, and drive predictable growth. Hosted by industry experts from RevOptics, this podcast unpacks real-world data, actionable insights, and cutting-edge tech to give sales and RevOps leaders a sharper view of what truly moves the needle.
10episodes
Episodes
Newest firstAll episodes
Unlocking Growth: Optimizing Revenue Operations and Software Sales Strategy with Chris Hoover
Feb 26, 202500:28:05Tap to summarizeI had the privilege of hosting Chris Hoover, a seasoned professional with a sterling reputation in the realm of revenue operations and software sales strategy. With an illustrious career spanning Etsy, Zscaler, and other renowned companies, Chris is a trusted advisor in optimizing revenue operations for growth and success. Delving into the discussion, we explore the pivotal role of revenue operations in the software industry and its profound impact on sales performance and strategy. The conversation unfolds to reveal strategies for establishing healthy sales patterns, integrating sales across business functions, and maximizing salesforce efficiency through automation. Chris candidly shares specific challenges faced by software organizations, from forecasting accuracy to annual organizational planning, and provides actionable insights gained from his own experience.Navigating further, Chris imparts valuable wisdom on aligning sales, marketing, and customer teams within the software industry to drive revenue growth and customer satisfaction. The significance of communication, competence, and cohesive goal-setting takes center stage, offering a blueprint for cross-team collaboration. Moving on, we delve into the core components of a successful software sales strategy, where Chris emphasizes factors like product-market fit, lead qualification, and empathetic customer engagement.In the realm of revenue operations optimization, Chris delves into the role of data analytics and insights, advocating for a balanced approach that melds accuracy, usability, and manageability. The episode unveils a toolkit of tools and technologies, and delves into the pivotal role of customer experience in revenue operations, highlighting the importance of a feedback network between customer success, marketing, product, and engineering.As the podcast nears its conclusion, Chris offers guidance on continuous improvement and the art of adapting revenue operations and sales strategies to match organizational growth. He shares anecdotes of companies that achieved exceptional results through strategic revenue operations optimization, emphasizing wins achieved by focusing on late sales stage deals, streamlining data processes, and more.With a wealth of insights shared, the episode concludes by summarizing key takeaways and expressing gratitude to Chris Hoover for his expertise and contributions. Listeners are encouraged to apply the discussed strategies to their own endeavors, leveraging Chris's wealth of experience to drive growth and success in their organizations.
Transcribe →From Lead to Sale with Justin Christianson: The Power of Revenue Operations in Driving Conversions
Feb 19, 202500:29:00Tap to summarizeOn today's episode, we have Justin Christianson, Founder of Conversion Fanatics, which was recently acquired by Fusion92. He's here to share his expertise on optimizing the customer journey for better conversion rates.Justin explains that his work involves identifying and prioritizing areas of the customer journey that need optimization. He shares an example of a project that led to a significant increase in conversion rates. He also discusses the importance of gathering and analyzing data to identify trends and pain points in the customer journey.Justin talks about prioritizing and implementing changes based on data and customer feedback. He also discusses the challenges of making trade-offs between short-term conversion rate improvements and long-term customer retention.Tracking the impact of changes made to the customer journey on conversion rates is crucial, according to Justin. He also shares insights on how to ensure that customer support and sales teams are aligned and equipped with the necessary tools and training to drive conversions.Justin also stresses the importance of monitoring and responding to changes in the competitive landscape and market trends that may impact conversion rates. He also talks about integrating data from multiple sources and systems to gain a comprehensive view of the customer journey.Finally, Justin discusses the importance of collaboration with other teams such as Marketing and Product Development to optimize the customer journey and drive conversions.Overall, this episode provides valuable insights into how revenue operations can drive conversions by optimizing the customer journey. If you're interested in boosting your conversion rates, then you won't want to miss this episode!SummaryJustin’s background.0:05How do you identify and prioritize areas of optimization?2:07Gathering and analyzing the data.4:41How to prioritize and implement customer journey changes.7:09The importance of making changes to your website.9:15Good optimization isn’t just about button color rates.13:58Using scarcity and urgency to drive sales.15:36Don’t race to the discount.17:57Don’t overcomplicate your marketing.20:45How do you monitor and respond to market trends?23:19
Transcribe →The Importance of Building the Right Revenue Operations Team with Jeremy Donovan
Feb 12, 202500:35:39Tap to summarizeWelcome to today's episode where we discuss the importance of building a revenue operations team with the right skills and expertise. Our guest, Jeremey Donovan, EVP of Revenue Operations and Strategy at Insight Partners, brings over two decades of experience in sales, marketing, and revenue operations. Jeremey shares valuable insights on skills needed, driving growth and profitability, common mistakes, team size and structure, metrics to track, performance improvement, and onboarding practices.Jeremey highlights the key skills and expertise required for an effective revenue operations team and how it drives growth and profitability. He discusses common mistakes businesses make in team building and offers guidance on determining team size and structure. Jeremey emphasizes the importance of tracking relevant metrics and KPIs for optimizing performance and shares best practices for continuous improvement. He also explores strategies for recruiting, hiring, training, and developing revenue operations professionals, ensuring they have the right skills to execute strategic goals. Lastly, Jeremey addresses the challenges faced in building a revenue operations team and provides solutions such as clear job descriptions and fostering a collaborative culture.Jeremey Donovan also shares his expertise on building the right revenue operations team. His insights cover skills, driving growth, common mistakes, team size, metrics, performance improvement, and onboarding practices. Join us to gain valuable strategies and best practices for optimizing your revenue operations team and driving success in your organization.
Transcribe →How Innovation and Experimentation Can Drive Revenue With Pilar Schenk
Feb 5, 202500:29:29Tap to summarizeWelcome back to another exciting episode of "RevOps Baddie"! Today, we have a special guest with us, Pilar Schenk, the COO of Cisco Global Security & Collaboration. We are thrilled to have her here to delve into the crucial role of innovation and experimentation in driving revenue at large, established companies.Pilar begins the discussion by defining innovation within the context of Revenue Operations and highlighting its significance in driving revenue growth. Innovation, she explains, involves the development and implementation of new ideas, processes, or products that generate revenue and create value for customers. By fostering a culture of innovation, organizations can stay ahead in the competitive landscape and meet the ever-evolving needs of their customers.Drawing from her extensive experience, Pilar shares compelling examples of successful revenue-driving innovations and experiments. These examples illustrate how companies have embraced new strategies, technologies, or business models to drive revenue growth. Pilar attributes their success to factors such as thorough market research, agile decision-making, and effective collaboration across teams.Finding the right balance between experimentation and reliable revenue streams is a challenge faced by large companies. Pilar acknowledges the risks associated with experimentation, but she emphasizes the importance of taking calculated risks to drive innovation and unlock new revenue streams. She shares effective strategies for managing these risks, such as allocating a dedicated budget for experimentation and conducting thorough market testing before scaling innovative initiatives.Thank you for tuning in to this episode of the RevOps Baddie podcast. Stay tuned for more insights and tips on how to optimize your revenue operations strategy.Introduction to today’s episode. (0:05)Introduction to pilar shank, ceo of cisco global security and collaboration.Who pilar is and what she does.Revenue driving innovations. (2:11)Rev ops at its best is a strategic influencer.Examples of successful revenue-driving innovations.It’s hard to fix the market but not as hard tofix yourself. (4:23)Strategic changes at mcafee to turn around their business.Other contributing factors to success.Advice on what metrics to measure on. (6:53)How to choose the right metrics to measure success.Balancing short-term gains with long-term goals.Planning for innovation and innovation. (9:08)Innovation starts with a strong case for change.The third component is being rigorous with going back to that all the time.Reducing the risks associated with experimentation.Creating a culture of innovation within the team.The barriers to encouraging a culture of innovation. (14:27)Barriers to encouraging a culture of innovation.The third barrier, case for change.The importance of getting frontline managers on board. (16:55)Getting sellers and front-line managers on board early.Getting consensus early on.The role of technology in driving revenue and infrastructure. (19:19)The role technology plays in driving revenue.How to balance cutting-edge technology with established companies.The case for change and the need for innovation. (21:24)Competing with competitors in the market.Incorporating customer feedback into innovation and experimentation.How to implement data-driven processes. (23:38)Four things to look at, data-driven and not-data-driven.The fourth component, talking to customers.Effective communication strategies for getting buy-in from stakeholders.One piece of advice for today.
Transcribe →Navigating Growth: Strategies for Scaling Sales Organizations with Stuart Watson
Jan 29, 202500:23:12Tap to summarizeIn this episode of the podcast, we delve into the dynamic realm of Scaling Sales Organizations with our esteemed guest, Stuart Watson, Owner of East Peak Advisors. Stuart takes us through his intriguing journey into the world of revenue operations and sales, shedding light on his passion for building, scaling, and effectively operating inside sales organizations. Our conversation unfolds across several insightful segments, including the strategies that have proven most effective in scaling sales teams and ensuring a seamless transition during growth phases. Stuart highlights the pivotal role of technology in modern sales operations, sharing game-changing tech solutions and discussing factors that guide the adoption of new tools to align with scaling objectives.Through a compelling success story, we gain valuable insights into how Stuart spearheaded a sales organization through a triumphant growth phase, overcoming unexpected hurdles and extracting essential lessons along the way. We also explore the intricacies of building a high-performance culture, fostering collaboration, and sustaining team morale amidst rapid organizational expansion. Stuart emphasizes the centrality of customer needs in the scaling process and narrates instances where prioritizing customer value has translated to remarkable sales growth. Addressing the challenges inherent in scaling, Stuart offers a firsthand account of a significant obstacle encountered during the process, underlining the key lesson derived from it. As we peer into the future, Stuart shares his predictions on trends that will shape the landscape of revenue operations and imparts strategies for professionals to stay ahead of these trends and continue driving success. This episode offers a comprehensive exploration of scaling sales organizations, brimming with practical insights and actionable advice for individuals and teams embarking on their scaling journeys.
Transcribe →GTM Strategies with Rachel Bergman, a GTM Leader for SaaS Companies
Jan 22, 202500:38:20Tap to summarizeIn today's episode, the host interviews Rachel Bergman, a GTM Leader, CRO, Growth & Revenue Leader, and Advisor. Rachel shares her insights and experiences on go-to-market (GTM) strategies for SaaS companies and how RevOps plays a critical role in overcoming challenges and achieving success.Rachel begins by giving a short summary of her work as a GTM leader and advisor. She then discusses the main challenges SaaS companies face when developing GTM strategies, such as market saturation, buyer behavior changes, and limited resources. She emphasizes the importance of RevOps in overcoming these challenges by aligning sales, marketing, and customer success teams and streamlining processes.Rachel provides valuable insights into how RevOps can facilitate alignment between sales, marketing, and customer success teams in go-to-market planning. She suggests that RevOps can help to define and track metrics and KPIs, such as customer acquisition costs, customer lifetime value, and churn rates, to ensure that GTM strategies are effective and efficient.Rachel explains how RevOps can help SaaS companies improve customer acquisition and retention in their GTM strategies by optimizing the customer journey and identifying areas for improvement. She highlights the role of technology in developing and executing GTM strategies and how RevOps can ensure the right tools are in place.Rachel shares common mistakes SaaS companies make in their GTM strategies and how RevOps can help avoid them. She emphasizes the importance of collaboration between departments, such as product development and finance, to ensure a successful GTM strategy.Rachel provides insights into how RevOps can help SaaS companies adapt their GTM strategies as their business scales and evolves. She suggests that RevOps can help identify and capitalize on new market opportunities by tracking trends and analyzing data.Rachel provides valuable insights into how RevOps can play a critical role in developing and executing successful GTM strategies for SaaS companies. She emphasizes the importance of alignment between sales, marketing, and customer success teams, tracking metrics and KPIs, leveraging technology, avoiding common mistakes, and adapting to changes in the market.
Transcribe →The Metrics that Matter with Eric Martin: Aligning SDR and Marketing for Revenue Growth
Jan 15, 202500:31:46Tap to summarizeToday, we are joined by Eric Martin, the VP of Demand Generation at Stack Overflow. Eric is here to share his insights on aligning Sales Development Representatives (SDRs) and Marketing teams for revenue growth by focusing on the metrics that matter.Eric starts by highlighting the key metrics that SDRs and Marketing teams should track to align their efforts and achieve revenue growth. He emphasizes that tracking the right metrics can help measure the effectiveness of marketing campaigns in terms of lead generation and conversion and the performance of SDRs in terms of lead generation and qualification.Eric explains that tracking and reporting of these metrics should be the responsibility of both teams and should be done using appropriate technologies. He shares how data can be used to identify and prioritize the key metrics that are most important to aligning the SDR and Marketing functions.Eric discusses a specific example of how he has used data and metrics to align the SDR and Marketing teams at Stack Overflow. He emphasizes the importance of ensuring that the metrics tracked by the teams are aligned with the overall business goals and revenue targets.Eric shares insights on how to identify and address gaps or inefficiencies in the lead generation and qualification process by using the right metrics. He also explains how to measure the impact of SDR and Marketing alignment on overall revenue growth and optimize the SDR and Marketing functions over time.In conclusion, Eric emphasizes the importance of tracking and aligning the right metrics to achieve revenue growth by optimizing the SDR and Marketing functions. He shares his insights on how to use data and metrics to identify and address gaps, conflicts, and misalignment between the SDR and Marketing teams, and to continuously improve the overall revenue performance of the organization.SummaryIntroduction to today’s episode.0:05Outbound and inbound SDRs.2:20Measure it all the way through and allocate resources.5:12Who should own the metrics to report?7:31Practical perspective on technology selection.12:17Measuring the effectiveness of marketing campaigns.15:06How do you know when to stop marketing efforts?18:00How big is the SDR team?22:29Aligning SDR and Marketing with business goals and targets.25:04Optimizing and improving performance.26:59
Transcribe →The Difference Between Marketing, Growth, and RevOps with Francisco Lacayo
Jan 8, 202500:26:40Tap to summarizeIn this episode of RevOps Baddie, host and RevOps expert discusses The Difference Between Marketing, Growth, and RevOps with Francisco Lacayo, the Chief Revenue Officer of WhiteSharkMedia, a digital marketing agency specializing in pay-per-click advertising and technology.The episode begins with Francisco providing an overview of his role as CRO at WhiteSharkMedia and defining the differences between Marketing, Growth, and RevOps. He explains that Marketing is the process of promoting and selling products or services, Growth is the practice of experimenting and executing new tactics to accelerate growth, and RevOps is the strategy of optimizing and aligning revenue-generating departments to drive growth.Francisco then goes on to discuss how Marketing supports overall revenue growth by creating and implementing campaigns that generate leads and drive sales. He provides examples of specific campaigns and tactics such as targeted email marketing, social media advertising, and content marketing.Next, Francisco explains how Growth differs from Marketing in terms of focus, goals, and metrics. Growth teams are more focused on experimentation and finding new tactics to accelerate growth, and they tend to use different metrics such as customer acquisition cost (CAC) and lifetime value (LTV).Francisco then delves into the role of RevOps in a company, emphasizing its importance in supporting overall revenue growth strategy. He provides an example of a specific task or project that would fall under the RevOps role, such as analyzing customer data to identify bottlenecks and areas of improvement in the customer journey.The conversation then shifts to how Marketing, Growth, and RevOps teams work together to drive revenue growth. Francisco provides examples of how these teams collaborate and share data and insights to optimize their efforts, and how data and analytics play a role in the RevOps function.The episode concludes with Francisco sharing his insights on the future of Marketing, Growth, and RevOps, and how these roles will continue to evolve in the next five years. He also provides an example of how his company has effectively integrated RevOps into their overall business strategy, and how it has impacted their revenue growth and overall performance.SummaryWho is Francisco Lacayo.0:05How do marketing and growth work together?2:49The challenges of aligning marketing, sales and revenue.5:39The importance of having the right data.8:11The importance of lifetime value.10:31Advice for startups on tech.13:45Artificial intelligence and machine learning.16:52How do they do it internally?19:58Advice to other agencies.23:23
Transcribe →Unlocking the Potential of Revenue Operations: Insights from Alex D. Simoes
Jan 1, 202500:34:39Tap to summarizeIn this episode of the RevOps Baddie podcast, Alex D. Simoes, the VP of Revenue Operations at ColdTrack, joins the show to discuss the topic of unlocking the potential of Revenue Operations. The host kicks off the conversation by pointing out that Head of Revenue Operations is the top trending job for 2023 according to LinkedIn, and asks Alex to provide an overview of what a RevOps professional does.Alex explains that the role of a RevOps professional involves bridging the gap between sales, marketing, and finance, and aligning these departments with the overall revenue strategy of the company. The demand for RevOps professionals has grown rapidly in recent years, and Alex attributes this growth to the need for companies to maximize revenue and optimize their operations.He goes on to discuss the skills and qualifications typically required for a RevOps role, such as analytical abilities, project management experience, and a strong understanding of revenue models. He also highlights some of the key technologies and tools that RevOps professionals commonly use, such as CRM systems and marketing automation platforms.Alex emphasizes that RevOps professionals work closely with other departments in a company, and that collaboration and communication are essential for success. He also notes that there are certain industries and companies that are particularly prioritizing and investing in RevOps, such as SaaS companies and high-growth startups.Looking to the future, Alex predicts that the role of RevOps will continue to evolve and become more specialized, with a greater emphasis on data analysis and technology. To stay current on industry developments, he recommends attending conferences and networking with other RevOps professionals.For professionals looking to transition into a RevOps role, Alex suggests gaining experience in sales, marketing, or finance and seeking out training opportunities in revenue management. For companies looking to fill RevOps positions, he advises clearly defining the responsibilities of the role and looking for candidates with a strong track record of revenue optimization.SummaryIntroduction to Alex.0:00The four principal categories of expertise in revenue operations.3:38How the demand for RevOps professionals grown in recent years.6:45Hiring the right kind of people.9:16How to fit into a leadership role.14:13How to protect your team.16:33Industries and companies that are prioritizing.19:04Ways companies can stay current on industry developments.24:09How to become an expert in your field?26:39Advice for companies looking to hire for these roles.
Transcribe →The Crucial Role of RevOps in Shaping Company Culture with Jeff Wadholm
Dec 25, 202400:34:03Tap to summarizeOur guest today is Jeff Wadholm, Senior Vice President of Revenue Operations at MeridianLink. Jeff joins us to discuss the impact of RevOps on company culture, focusing on fostering accountability and driving performance. Let's dive into the conversation with Jeff.Jeff explains the relationship between RevOps and company culture, emphasizing the importance of aligning the two. He shares insights on how RevOps teams can foster a culture of accountability within an organization, supported by examples of successful implementations.Continuous improvement is a key component of company culture, and Jeff explores how RevOps teams facilitate this mindset. He provides strategies and tools for encouraging continuous improvement within the organization.Jeff highlights the positive impact of a strong RevOps-driven culture on overall company performance. He suggests metrics and indicators to measure the influence of RevOps on company culture and performance.Aligning RevOps initiatives with existing company culture is essential for successful integration. Jeff offers guidance on ensuring alignment and overcoming common challenges organizations may face in the process.For individuals interested in pursuing a career in RevOps, Jeff shares insights on how to enter the field and build the necessary skills and experience.Join us in this episode as we explore the impact of RevOps on company culture with Jeff Wadholm. Gain valuable insights and practical advice to optimize your RevOps strategy and drive success in your organization.
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