Go-to-Market Excellence

Lean Six Sigma is a lot like a swiss army knife. It provides the tools to handle just about any challenge that a business can throw at you. The framework can help you tackle anything from sales enablement to goal setting to large-scale organizational issues. In this episode, special co-host Kairo Dilla, BDR at scaleMatters, and I talk with Britt Heaps, Sr. Director of Sales Ops at Interos, about the benefits of embracing Lean Six Sigma principles in revenue operations. We discuss: - How Lean Six Sigma helps reduce friction in an organization - How to find cohesion between marketing, sales, and customer success - How to choose what metrics to follow at each stage of the sales cycle - How to stop over-brainstorming and start executing - The value RevOps brings to the C-suite Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

You're the CEO of a startup. Who do you hire first? A business analyst or a head of RevOps? According to today's guest, Zak Quintanilla, Business Analyst at Searchspring, the former is the correct answer. After all, before you build a team and focus on the long-term, you've got to know what the data is telling you first. In this episode, we break down the advantages of having a business analyst, the types of projects they work on, and how they lead companies to insights that help propel the business forward. We discuss: - Why a business analyst should be your first hire - Why you need to go beyond data into insights to make better decisions - Customer acquisition and understanding your ICP - Where and how to recruit a business analyst - Why you need change controls to ensure sanctity of data Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Data hygiene is a common challenge in many startups. Most organizations aren't aware of the importance of establishing a single source of truth for the whole organization from the beginning. The truth is if you don't prioritize it at the outset, you end up playing catch up afterwards. In this episode, Kelsey Cohen, Senior Revenue Operations Manager at PetDesk, shares how she wrangled all the systems, data, and processes upon joining a new organization and built a team that could handle the ongoing work of maintaining data hygiene. We discuss: - GTM data hygiene challenges in an early stage startup - The relationship between marketing ops and RevOps - Transitioning from a one-person show to a RevOps leader - The benefits of investing in GTM data before scaling rapidly - Aligning customer journey mapping with content strategy Mentioned during the podcast: - Cracking the Sales Management Code by Jason Jordan with Michelle Vazzana Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

High-performing GTM leaders in hypergrowth companies make it a priority to cozy up with data, RevOps, CX, and product. Why? Because they know how critical it is to be data-driven in their decision making and to gain deeper insights into how to bring more value to their customers faster. In this episode, James Labastida, Chief of Staff, Growth at ClickUp, shares the benefits of finding alignment early across these functions and offers advice on how to achieve it. We discuss: - The culture at a hypergrowth company - Why GTM leaders should become best friends with data, RevOps, CS, and product - The data infrastructure necessary for a global brand - ClickUp's KPI evaluation process for PLG - The scope of the Chief of Staff role Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

When COVID hit, Toby Carrington, EVP of Global Operations, and the rest of the leadership team at Seismic had just completed their SKO in early 2020. The team was forced to pivot completely to remote learning, alongside adapting to new ways of working overall. That required a whole new approach to training content and engagement. In this episode, Toby discusses the investments Seismic made in remote learning to make it happen. We also discuss: - Using Lessonly to deliver remote sales learning - Auditing the tech stack and ensuring all tools are integrated - Why BI and insights are so critical - Merging multiple ops teams and data models - The perfect ops team Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

With a background in engineering, bioinstrumentation, and product management, he's not your average marketer or chief exec. He's spent his time in the trenches, learning, observing patterns, and now he's adapting that knowledge to disrupt fusty old GTM practices and create exponential demand gen. In this episode, Chris Walker, the charismatic CEO of Refine Labs, gives me a stimulating glimpse inside the mind of a wunderkind demand accelerator. Over the course of this conversation, we'll discuss: - The best 3 ways to learn the truth about your customers - Creating content for omnichannel dominance - Getting your CAC in the right place - How eliminating budget waste drives innovation - Approaching rev gen like a manufacturing process   Resources mentioned during the podcast: - The State of Demand Gen podcast, hosted by Chris Walker   Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

In enterprise sales, you can't save the quarter with last-minute prospecting. It just doesn't work. To be successful, you need to have a relationship with the customer. You need to understand them and put them at the center of your strategy. And that takes planning and alignment across your organization. In this episode, Michelle Sidwell, SVP, Enterprise at SalesLoft, shares how she ensures that her team is aligned and invested in customer relationships. We discuss: Why you can't save the quarter with last-minute prospecting Why alignment is the key to success How deals aren't won or lost alone The 3 C's of sales   Resources mentioned during the podcast: Insight Selling by Mike Schultz and John E. Doerr   Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

G2 crossed $50M in ARR in 2020. That's rarefied air. Only about 4% of SaaS and subscription companies have ever hit that mark. In this episode, we're taking a peek behind the curtain to see the GTM processes and planning that G2 put in place to reach the summit. Mike Weir, the Chief Revenue Officer at G2, shares his insights on the strategies you should use to reach that mark, and what you should prioritize once you're there. We discuss: - How to adopt a strong and rigorous planning process - How focusing on the growth of your people positions your company for growth - Why buyer intent data is important Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

If you yearn to be a go to market commander or an iconic CRO, you've got to be an absolute expert in one of two crucial areas: Building the machine, and building your team. Today's guest is Josh Wetzel, the charismatic CRO at OneSignal, a global SaaS platform that delivers more than 10B messages daily. He discovered early on that he was a team builder, a natural at creating momentum and excitement. In this episode, we'll dive into: - The two most important qualities in a strong GTM leader - How to level up and avoid mediocrity - Hiring a team that complements your skillset - Avoiding analysis paralysis - Balancing the feel good stuff with hard data — the best of both worlds To leave your mark as a GTM master, remember that authenticity and true success come from your work ethic, the example you set, and surrounding yourself with people who compliment your strengths. Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Imagine you're in the lobby of a giant global bank. On one wall, there is a collection of clocks that indicate the times in major cities around the world. Those clocks help keep the bank running smoothly and ensure every employee across the globe is on the same page. That wall of clocks is an apt metaphor for the KPI management system employed by Allison Metcalfe , CRO at Demandbase . Just replace the city times with KPIs and metrics critical to the business, and it becomes a wall of leading indicators that Allison and her team work to keep on track so that the company can avoid any surprises down the road. In this episode, she explains how the “World Clocks” KPI management system works and why it's so helpful.  Topics covered:  - Managing go-to-market proactively - Gaining buy-in and implementing “World Clocks” - Ensuring data integrity - When to bring in sophisticated data modeling - CRO/CMO relationship management  Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Modern revenue leaders have a lot to keep track of across product, marketing, sales, and service functions.  However, there are five specific principles of go-to-market leadership that demand the most attention in order to ensure that your revenue engine is optimized: Motivating Planning Learning Your Customers Focusing on What Matters Hiring Brian Froehling, Executive Vic e President, Head of Global Sales at Brightcove , shares his insights on the five principles all world-class go-to-market leaders need to master. We discuss: - How to avoid demotivating sales teams with unrealistic quotas - Building revenue plans that match your go-to-market process - Gaining a deep understanding of customer problems and desired outcomes - Focusing the GTM team on what matters - One interview question that will drastically improve your sales hire success rate Resources mentioned during the podcast: - Who by Geoff Smart  Have an idea for a guest or show topic? Email me at dan@scaleMatters.com.  Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Gaps in alignment between sales, success, and marketing can spell disaster if you're trying to effectively run an ABM play. When your goal is to take a more coordinated approach, especially around enterprise accounts, it's crucial to maintain connective tissue across your revenue function — which is where RevOps comes in. In this episode, Doug Houvener , Senior Director of Revenue Operations at WebPT , explains why RevOps is the key to moving up-market in B2B SaaS. We discuss: Why RevOps is the key to ABM Internal and upmarket metrics for RevOps Why having a plan for your data is important Advice for the first 30 days in a RevOps role Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

RevOps is one of the most important roles in any organization, second only to the CEO, and it will stay that way over the next three to five years. Why is it so important and how do you implement a go-to-market framework that works for your team? In this wide-ranging conversation, special co-host Heather Quitos and I interview Sangram Vajre, Co-Founder and Chief Evangelist at Terminus, about his new book MOVE and the lessons that it teaches us about the RevOps function. We discuss: Who owns GTM Why RevOps is the second most important role in any organization Why GTM effectiveness is more important than GTM efficiency The positive side effects of an autonomous RevOps team Building a GTM tech stack strategically Check out these resources we mentioned during the podcast: The Data Room podcast Flip My Funnel podcast The MOVE: The 4-Question Go-To-Market Framework Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts , Spotify , or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

For any startup looking towards their series A or B funding rounds, realistic financial forecasts are a must. In addition to that, the companies that find success infuse their go-to-market strategies with funnel principles. In this episode, Arthur Nobel , Principal at Knight Capital, explains how startups should approach financial forecasting, how a funnel mindset is what you need to succeed, and how a VC evaluates key go-to-market indicators. We discuss: -The danger of spreadsheet sales -Considerations for financial forecasting -The importance of having a funnel mindset -How to apply funnel principles to larger ACV Enterprise environments -Go-to-market fit indicators that series A/B VCs look for before investing Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Multi-touch attribution has its place in lower levels of an organization like channel management. But as you move up the ladder and start blending across multiple channels and multiple efforts within a business, you'll see that everything affects everything. You'll realize you don't need all the information — just enough information to make a decision. In this episode, Ryan Iyengar, President at Helium 10 , shares his thoughts on why multi-touch attribution can be misleading. We discuss: -How multi-touch attribution drives false precision -The value of experimentation vs attribution -The best way to do attribution -How to apply B2C experimentation to B2B Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Part of a CEO's job includes being an evangelist for CRM. They need to provide a clear vision for how every department benefits from implementing a CRM and keeping it up-to-date with customer information. In this episode, Tom Hui , Founder and CEO of HSTpathways , shares some of the tactics he has used to drive adoption of CRM processes and how accurate data has helped him make good business decisions. We discuss: -Being an evangelist for CRM -Strategies to drive CRM adoption -Making good decisions from data -Working with inaccurate or deteriorated data sets Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Without processes, you're flying blind. They give you the steps to follow and something to iterate off of and improve. In short, processes keep your revenue-generating engine running. In this episode, I interview Asia Corbett, Head of Revenue and Community Operations at RevGenius, about why process modeling should come before tech stack building and how to get started. We discuss: -The skills you need to be successful in RevOps -Why is process important -How to start process modeling and what pitfalls to avoid -Data governance frameworks Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Want to connect with our guest? Check our Asia Corbett's LinkedIn Profile here: https://www.linkedin.com/in/asiacorbett/ Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Their orders are based on the sales and marketing challenges of the day, and they put out fires as they arise. But today's guest, Darrell Alfonso, Global Marketing Operations Manager at Amazon Web Services, believes that, by looking at the organization's business goals as a whole, ops can fill the role of strategic advisor rather than simply building processes and systems. In this episode, he shares what that looks like. We discuss: -How ops help drive alignment between sales and marketing -Building centers of excellence to improve go-to-market efficiency -The components of a mature ops team -How ops can reduce friction externally and internally Mentioned during the podcast: -Darrell's course: “The Essentials of Marketing Operations” can be found here: https://www.martechalliance.com/training-courses/elearning-marketing-operations Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Go-to-market analysts have a unique vantage point from which they can understand how all the dots connect within a business. They're part of a centralized team — a single source of truth for business analytics — but they completely focus on go-to-market objectives. In this episode, I interview Alex Rosenbower, Senior Go-to-Market Analyst at Pendo, about why his company created the go-to-market analyst position. We discuss: The daily responsibilities of a go-to-market analyst Hiring your first analyst Building data model and data governance When native data models fail in your CRM Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Entrepreneurs need to know a lot more about RevOps than they think they do. RevOps touches every part of a business, and in a new business, it's essential. In this episode, I interview Brad Smith, Co-Founder & CEO at Sonar and Founder at Wizards of Ops, about the myriad ways RevOps is integral to building a successful company. What we talked about: Don't start with the tech stack, start with the problem RevOps from the view of a startup CEO Your employees are your cultural cofounders How to get out of reactive tactical work and into proactive tactical work Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

The mission statement of RevOps should be to reduce friction for other teams. If you're adding friction, you aren't staying true to the heart of your role: making others successful. In this episode, we interview Dan Grossberg, Director of Sales and Revenue Operations at LeagueApps, about the mentality that a new Head of RevOps should take: tech stack, team build, and first 90 days. Here's what we discussed: Why there's no such thing as an ideal tech stack Adding or reducing friction for others The first 90 days, an ideal team structure, and hiring Data governance and security Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear more go-to-market excellence by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

The CRO is the new kid on the block, but we make the mistake of thinking that the only party we can invite them to is the one happening in the sales department. 2X CRO, Mike Pierce, Chief Revenue Officer at Surefire Local, took some time out of his busy schedule to share important lessons with me, one of which was that revenue is about way more than just the sales department. Here's what we discussed: Overcoming resistance to align sales and CS Advice on becoming a CRO & managing the CRO VP Marketing relationship The metrics that CROs should track weekly/monthly/quarterly Building a go-to-market team to match your sales motion and your buyer The one-call close — when it works and when it doesn't Check out these resources we mentioned during the podcast: Mike's LinkedIn profile Surefire Local's website Good to Great (a book by Jim Collins) Have an idea for a guest or show topic? Email me at dan@scaleMatters.com. Hear from more B2B revenue leaders by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

What does it take for a CRO to be an A-player, not just an overtitled VP of Sales? Join us for a conversation about 7 criteria that define a CRO strategist. In this episode, I interview Kelly Ford, General Partner & Growth Equity Investor at Edison Partners, about: - How she used operating experience to become a great investor - Exploring the scope of a CRO - 7 competencies of an effective CRO - How new CROs should tackle their first 30-60-90 days Have an idea for a guest or show topic? Email Dan at dan@scaleMatters.com. Hear from more B2B revenue leaders by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.

Welcome to Go-to-Market Excellence: How B2B Revenue Leaders Exploit Data to Accelerate Growth. In this introductory episode, Rita Richa, Producer at Sweet Fish Media, talks with Dan Quirk, Head of Marketing at scaleMatters, about: - How scaleMatters helps growth-stage B2B tech companies grow faster - Why they decided to start a podcast - What topics will be discussed on the show Have an idea for a guest or show topic? Email Dan at dan@scaleMatters.com. Hear from more B2B revenue leaders by subscribing in Apple Podcasts, Spotify, or wherever you listen to podcasts. Listening on a desktop & can't see the links? Just search for Go-to-Market Excellence in your favorite podcast player.