RevOps FM Justin Norris

Matt Volm is the founder of RevOps Co-op, a vibrant community for RevOps pros.
He shares his journey as a repeat founder, who has taken the roller-coaster of building multiple startups, and reflects on the tenacity and toughness it requires.
RevOps Co-op actually started as a community in support of a software company, but when Matt saw the need for more education and resources for the RevOps field, he pivoted and hasn't looked back.
Matt and I discuss the crucial interplay between finance and RevOps, how RevOps pros can build their finance acumen, the hot debate on unified vs. split RevOps functions, and much more.
Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
Try Knak

About Today's Guest Matt Volm is a repeat founder and CEO of RevOps Co-op, a community for folks who love revenue operations. He's also a scout at Mucker Capital, focused on early stage B2B software. Matt has an MBA from Berkeley Haas and a background in strategic finance, operations and business development.
https://www.linkedin.com/in/matthewvolm/
Key Topics[00:00] - Introduction[01:01] - Finance and RevOps[07:01] - Developing finance literacy[10:15] - Operating during the tech bubble[12:35] - Unified vs. split RevOps[21:13] - RevOps Co-op[27:53] - Lessons learned as a repeat founder[32:00] - The community-led business model[39:05] - What’s next for RevOps?
Thanks to Our SponsorThis November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.
This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.
Registration is capped at 700 attendees, and tickets are going fast.
MOps-Apalooza 2024

Resource LinksRevOps Co-opI just shut down my startup. Here’s what I learned.

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Content has been the lifeblood of how B2B companies go to market for at least 20 years, since Hubspot pioneered the concept of Inbound Marketing.
We make content, we drip it out, we nurture people with it, we align it with our funnels, and we have a conviction that it makes people buy things—although that's also quite difficult to prove.
The content game is not going anywhere, but it IS changing. And to guide us through those changes, we're chatting today with B2B content expert Ashley Faus, Head of Lifecycle Marketing at Atlassian.
Ashley challenges traditional content mapping to the B2B funnel and introduces the idea of a "content playground" where people engage with content in a way that suits them best in a non-linear, non-standard journey.
She also delves into the different intents behind content (buy, use, help, trust), the different levels of content (conceptual, strategic, tactical), the nuances between individual and brand-led content, and the growing role of B2B creators.
Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
Try Knak

About Today's Guest Ashley Faus is a marketer, writer, speaker by day, and a singer, actor, fitness fiend by night.
She's a leading content marketing expert who loves telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels. For the past seven years, she's been the Head of Lifecycle Marketing, Portfolio, at Atlassian.
Her writing has been published on TIME, Forbes, MarketingProfs, and The Muse, and she's spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs.
https://www.linkedin.com/in/ashleyfaus/
Key Topics[00:00] - Introduction[01:17] - A brief history of content marketing[04:41] - Over-indexing on attribution[08:55] - Different types of content intent [15:42] - Individual vs. brand-led content[19:12] - B2B creators[29:24] - The content playground [45:52] - Email as a consumption channel[49:02] - Treating people as a whole human[51:47] - Content formats[54:54] - AI
Resource LinksCreate a “Content Playground” that’s Fun for Buyers (and Lucrative for You)

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In this week's episode, we delve into the evolving landscape of sales with Jacco van der Kooij, founder of Winning by Design and a renowned expert in go-to-market strategies.
We begin by reflecting on the "Golden Age of SaaS," a period defined by rapid growth but also unsustainable business dynamics. As market conditions shift, we explore how revenue teams must adapt to thrive in the current environment.
AI is becoming an integral part of the sales industry. Jacco shares his insights on how AI will transform sales roles, automating many tasks that currently consume significant time and resources and shrinking the number of jobs.
Revenue Operations has a crucial role in this changing landscape, as the only function positioned to optimize the end-to-end buying process.
Join us for a thoughtful discussion on the past, present, and future of sales, and gain valuable insights from one of the industry's leading minds.
Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
Try Knak

About Today's Guest Jacco van der Kooij is an internationally renowned author, business leader, and thought leader on revenue growth and strategy. He is the founder of Winning By Design, a global B2B revenue consulting and training company, which consults for and trains GTM teams at companies such as Uber Eats, DocuSign, MURAL and OwnBackup.
https://www.linkedin.com/in/jaccovanderkooij/
Key Topics[00:00] - Introduction[01:27] - The Golden Age of SaaS[04:21] - The old style vs. the new style of buying[08:34] - Adapting to the new reality[16:19] - Sales rockstars vs. consistent process[19:01] - The role of RevOps in establishing repeatability[26:50] - How to get salespeople to follow process [32:06] - AI vs. humans in sales[46:14] - Increasing focus on delivering impact
Thanks to Our SponsorBig thanks goes out UserGems for sponsoring today’s episode. 
We all know that outbound is really tough. Now imagine a world where you’re reaching people who know your product, love your product, and are actually happy to hear from you. 
UserGems makes that a reality. They identify your customers and champions who change jobs and automatically push new contacts to your CRM so your team can follow up. 
If you’re not reaching out to customer job changers, you’re missing opportunities. Click the link below for a special offer just for my listeners.
Try UserGems

Resource LinksWinning by Design Resource LibraryRevenue Architecture Book, by Jacco van der KooijThe Revenue Formula Podcast - The SaaS Reset and what's nextMarc Andreeson - Why Software is Eating the World

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Is the future of SaaS growth product-led or sales-led? What if it's both? Zapier uses PLG to create an ecosystem of users and product signals which then drives their sales-led outreach.
Coordinating these motions in parallel takes technical sophistication, great communication, and tight process. Fortunately, they have a unified RevOps team that keeps everyone on the same page.
This week we chat with Lindsay Rothlisberger, Director of RevOps at Zapier, about how her team helps the magic happen.
Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
Try Knak

About Today's Guest Lindsay Rothlisberger is a dedicated Revenue Operations Leader with a background enriched in marketing. She thrives on transforming ideas into strategies that improve the customer experience and business metrics. She currently serves as Director of Revenue Operations at Zapier, and has previously held marketing positions at UNiDAYS, Oracle, and Blackboard.
https://www.linkedin.com/in/lindsay-rothlisberger/
Key Topics[00:00] - Introduction[00:59] - The RevOps scope at Zapier [02:52] - Blending PLG and Sales-Led Funnels [15:11] - How RevOps helps coordinate different GTM motions[22:19] - Org and reporting structure [28:49] - Planning and prioritization[34:05] - Tech stack and governance[41:07] - Tracking signals and CRM architecture
Thanks to Our SponsorThis November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.
This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.
Registration is capped at 700 attendees, and tickets are going fast.
MOps-Apalooza 2024

Resource LinksHow Zapier created a centralized revenue operations team

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B2B buying signals are generating a lot of buzz right now—and for good reason.
In today's challenging selling environment, conversion rates are dipping, and identifying active buyers has become more critical than ever. Signal vendors offer a promising solution, but the questions remain: Are these signals truly transformative? How can they enhance your go-to-market strategy? And what the heck is a "signal" anyhow?
In this episode, Chris Walker joins me to demystify the concept of buying signals. With his characteristic clarity and candor, Chris sheds light on why he's emphasizing signals as a key driver for efficient growth.
Regular listeners will know Chris as a significant influence on my thinking. I’ve learned a lot from him over the years, making it a true pleasure to finally have him on the show.
Tune in as we cut through the noise and delve into the real impact of B2B buying signals.
Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
Try Knak

About Today's Guest Chris Walker is a serial entrepreneur and go-to-market thought leader. In 2019 he founded Refine Labs, the leading B2B Digital Marketing and Demand Generation agency, growing it to an 8-figure revenue business with a dominating digital presence in less than 3 years. In 2024 he launched Passetto, a tech-enabled GTM Strategy Consultancy that helps B2B executives identify and execute against their highest priority growth levers with confidence and clarity. Chris is host of B2B Revenue Vitals (formerly State of Demand Gen), one of the top marketing and GTM podcasts.
https://www.linkedin.com/in/chriswalker171/
Key Topics[00:00] - Introduction[01:34] - Shifting focus to signals[08:03] - What is a signal?[11:59] - The signal data layer[18:12] - Connection between demand creation and signals[21:13] - Landscape of signal tools[24:39] - Identifying high-converting signals[36:25] - Inbound vs. outbound [40:34] - How RevOps can level up
Thanks to Our SponsorThis November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.
This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.
Registration is capped at 700 attendees, and tickets are going fast.
MOps-Apalooza 2024

Learn MoreVisit the RevOps FM Substack for our weekly newsletter:
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Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

I have a fascination with how SaaS products actually get made—especially those that become institutions in the software landscape.
As users, we become deeply familiar with these products, the nitty-gritty of how they work, and what it's like to live inside them. People base entire careers on these platforms.
What we usually DON'T see is the backstory:
How do these great products get designed? What were the decisions and trade-offs along the way? How do they catch on?How do you create lovable features? What causes great products to often stagnate?
Today's guest is a legendary product leader and innovator. As the first employee of Marketo, Glen Lipka led the product team during a critical early phase, building many of its still most-beloved features.
This episode is packed with Marketo lore, product design insights, and lessons about how to build a product that users love.
Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak.
If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.
You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.
What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.
Try Knak

About Today's Guest Glen Lipka is a 25+ year veteran of product innovation and design. As Chief Design Officer and first employee at Marketo, he built the flagship product. He has held numerous other product leadership roles and is currently VP of Product Design for Crowdstrike.
https://www.linkedin.com/in/glenlipka/
Key Topics[00:00] - Introduction[01:14] - Glen’s start at Marketo[02:56] - Marketo’s first features[13:36] - Product differentiation[20:37] - Developing the concept of marketing automation[26:00] - Why great products start to suck[40:46] - Hubspot as a product company[44:19] - AI
Resource LinksGlen's series of retrospective articles on building MarketoGlen's personal blog

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