RevOps Corner Union Square Consulting

In this episode of The RevOps Corner, our host Eddie Reynolds interviews Jeremy Donovan, EVP of RevOps and Strategy at Insight Partners. The conversation revolves the recent study from Insight Partners titled "Needles and Haystacks: Which Go-To-Market Practices Are Actually Best Practices".
Eddie and Jeremy go through the top 4 best practices in the study that correlated with the highest performing companies, including a very surprising 5th result. You'll learn about the significance of managing channel partner conflicts, the importance of setting revenue targets by lead source, the need for equitable sales territories, and the critical nature of sales and marketing alignment.

00:00 Introduction and Guest Introduction
01:04 Defining RevOps and Its Scope
04:50 Forecasting and Strategy in RevOps
08:52 The Study: Needles and Haystacks
12:30 Key Findings from the Study
13:40 The #1 GTM Practice Correlated with Top Performers
28:04 The Debate on Equitable Territories
29:02 Challenges with Account Distribution
30:56 Optimizing Territory Planning
34:00 #1 Sales Process, Mapping Stakeholders and Influencers
39:08 #2-4 Best Practices: Sales and Marketing Alignment
43:10 An Unexpected Result
49:31 Concluding Thoughts and Resources

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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Megan Bowen, CEO at Refine Labs – one of the top marketing agencies for B2B SaaS scale ups.

You'll learn about:

Hybrid marketing attribution (blending the attribution between software and self-reporting)
Measuring the effectiveness of marketing all the way through to revenue
And breaking it down by each channel within marketing that contributes to that revenue
As well as the most common mistakes made in B2B SaaS marketing and how to fix them

Refine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!

00:00 Introduction
01:03 Megan Bowen's Journey to CEO at Refine Labs
06:47 The Power of Hybrid Attribution in Marketing
17:49 Challenges and Insights on MQL Targets
22:45 Multi-Channel Attribution and Pipeline Sources
25:48 Exploring Marketing Attribution Models
26:41 Challenges in Measuring Marketing Impact
27:15 Sophisticated Attribution and Pipeline Models
29:03 Gathering Qualitative Feedback from Sales
31:31 Setting Effective Measurement Frameworks
38:59 Optimizing Response Times and Lead Quality
39:25 Strategies for Handling High-Volume Inbound Leads
41:00 Qualifying Leads and Enhancing Sales Processes
44:39 Evaluating and Adjusting Marketing Strategies
48:50 Closing Thoughts



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In this episode of the RevOps Corner, our host Eddie Reynolds interviews Andrej Zinkevich, co-founder of Fullfunnel.io, on defining ABM, launching it efficiently with minimal resources, and avoiding common pitfalls. The discussion covers the importance of understanding the buying process, focusing on accounts likely to convert, and the role of marketing and sales collaboration in identifying and engaging target accounts.

You'll learn about detailed strategies for building and prioritizing an account list, conducting market research, and executing targeted marketing efforts. Additionally, the conversation highlights the feasibility of running ABM with lean teams, underscoring the necessity of a cohesive, holistic approach towards sales and marketing efforts.

00:00 Introduction
00:48 Defining ABM in 2024
04:47 Building Effective ABM Lists
12:57 Integrating ABM with Sales and Marketing
17:58 Pilot Programs: Starting Small with ABM
21:37 Creating Awareness Without Big Budgets
28:10 The Power of Account Research in Sales
29:55 The Art of Cold Calling
30:48 Inbound vs. Outbound
34:49 Account Selection and Prioritization Strategies
46:03 Executing Targeted Marketing with Limited Resources
50:30 The Dynamic Nature of Account-Based Marketing
53:04 Concluding Thoughts and How to Connect


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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Renee Cohen, Vice President of Marketing and Operating Partner at Norwest Venture Partners, to discuss the evolution of lead generation strategies in B2B SaaS companies and the death of the MQL.

The conversation covers topics such as the integration of inbound and outbound strategies, the importance of account-based marketing, and the role of intent data in identifying potential clients.

Key insights include the critical analysis of current lead scoring practices, the debate on routing high-intent leads, and strategies for creating effective target account lists for cold calling.

00:00 Introduction
02:50 The Importance of Benchmarking
03:49 Investment Trends Post-B2B SaaS Industry Shift
06:45 Redefining MQLs
10:53 The Challenge of Efficient Lead Scoring
15:30 Rethinking Lead Generation Strategies
21:31 Optimizing Lead Management and Routing
22:52 Strategic Approach to MQLs and Outbound
28:02 Exploring Growth Strategies and Benchmarks
28:31 The Cost of Customer Acquisition
32:15 Leveraging Owned Intent Data
41:05 The Art of Routing Inbound Leads Effectively
44:19 The Importance of AE and SDR Collaboration
50:26 Closing Thoughts and Resources


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In this episode of The RevOps Corner, our host Eddie Reynolds sits down with none other than John Barrows, CEO of JB Sales and professional sales trainer to some of the biggest B2B brands in the world. John shares his methods for successful outbound, focusing on how to operationalize the outbound process for B2B SaaS companies in 2024.
This episode is filled with practical advice for sales operations professionals on building a process that targets the right prospects, at the right time, with well-structured messaging and personalization.

00:00 Introduction
00:56 How Outbound is Changing
07:08 Importance of the Learning Process
10:50 It Starts with the ICP
17:07 Segmenting Your Prospects
25:17 The Holy Grail of Prospecting
29:55 What Are Sales Triggers
38:27 The Optimal Outbound Process
41:43 Tailored,Targeted, and Templated Messaging
47:44 RevOps Role in Optimizing Outbound
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In this crossover episode with RevOps Lab, hosts Philip and Janis interview USC Founder Eddie Reynolds on the intricacies of executing a successful customer success motion. You'll learn about the importance of customer success and how RevOps can assist this key department – from implementing processes for onboarding to expansion and renewal.

00:00 Introduction

02:39 How do you define RevOps and what strategy does this mean for you?

04:46 What are the problems in customer success right now?

08:37 What are best practices in the onboarding-process?

14:18 What were the biggest changes in customer success in the last 12-18 months?

18:13 Is there a playbook to stay on track the whole year in the usage-process?

23:35 How do you do pipeline management for expansion of renewal-opportunities?

28:13 What else is important when thinking about customer success?

31:57 What does growth look like in the next couple of years?

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