The RevOps Hero Podcast ClearPivot

The go-to-market motion for product-led growth (PLG) SaaS companies is VERY different from sales-led growth companies.



➡️ The contact lifecycle/funnel stages are different



➡️ The data/system architecture is different



➡️ The relationship between the CRM and billing systems are different.



➡️ The key funnel conversion rates are different.



Instead of setting up sales pipelines, hiring Account Executives, and managing territories, you’re doing defining custom in-app behavior triggers, you’re integrating your CRM to your app user records or intermediary tools like data warehouses, and you’re tracking a very different set of success metrics. And the sheer amount of data will usually be significantly larger as well.



What is the best way to run a CRM and marketing system like HubSpot for PLG SaaS companies like this?



Emma Cimolini knows a thing or two about this subject. She’s been using HubSpot to build out go-to-market systems for SaaS startups and big publicly traded software companies for years. She’s built and launched multiple growth teams and has deep experience in building productive relationships with sales teams.



In this episode, we talk through how to set up HubSpot to run product-led growth motions for SaaS companies. We discuss:



1️⃣ How to set up your system architecture and data architecture between HubSpot and different systems like your app databases, data warehouses, app analytics tools, web analytics tools, and billing systems



2️⃣ How and when to decide whether HubSpot or your data warehouse should be your company’s primary source of truth



3️⃣ How to make the case to get engineering resources for building your PLG funnel



4️⃣ How to map out PLG-focused contact lifecycle stages in HubSpot



5️⃣ What to watch out for when reporting on MRR and other financial metrics between HubSpot and your billing system



6️⃣ Technical constraints to watch out for in terms of API limits, multi-object reporting, data management, and engineering development time



This is a must-watch episode for anyone working in go-to-market teams at PLG-focused SaaS companies!



And if you’re at a company that runs Salesforce as your CRM rather than HubSpot, this episode will also apply to you as well. Most of the topics we cover here are equally as important to companies running Salesforce or other CRMs as companies running HubSpot by itself.



Give this episode a listen and learn what you need to know for building up a killer go-to-market motion for your PLG-focused company.

RevOps is the backbone of a company. It touches every business function: marketing, sales, customer success, finance, operations, and IT. But when a role touches a little bit of everything, how do you concisely define what that role itself is? Where does it fit in your company structure? Who should RevOps report to?

We talk through all of these things in this episode with Brandon Dith-Berry. We then move on to discussing the systems architecture that Brandon has implemented at his company Zeni: what are the different systems they're running, and how they structure and pass data between their CRM system (HubSpot), their billing system, their user analytics system, and their custom-built internal tools. There's a lot of meat on the bone in this episode!

Give Brandon Dith-Berry a connect or a follow on LinkedIn here: https://www.linkedin.com/in/brandondithberry/

Learn more about ClearPivot and how we help turn people like you into RevOps heroes at your company here: ⁠https://www.clearpivot.com

In this episode we talk with Nick Jensen, who runs marketing operations for the world-famous Tony Robbins. Nick and his teammates run a marketing-sales operation with a contact database in the millions, using Salesforce and HubSpot together to run their operations.

We talk about:


The similarities and difference between their B2C and B2B customer lifecycles and sales pipelines
How they connect HubSpot to Salesforce for people objects compared to contact and account objects
How they decide what object and event data to sync between Salesforce and HubSpot
How they run large-scale email marketing (40 million emails per month)
What are the top sales and marketing KPIs that they track
How they set up a custom object in Salesforce and HubSpot to track key contact activities as well as affiliate tracking
Similarities and differences between their prior Salesforce-Marketo integration and their current Salesforce-HubSpot integration

Give this episode a watch or a listen to learn how to run a high-impact marketing and revenue operations systems across Salesforce and HubSpot running at large scale. 🤘

You can connect with Nick Jensen on LinkedIn here: https://www.linkedin.com/in/nicholasljensen/

Learn more about ClearPivot and how we build high-impact revenue operations systems for companies here: https://www.clearpivot.com

Ever run into friction with the sales team in a marketing role? You'll want to listen to this episode. We go deep into the full marketing-sales lifecycle in this episode with our guest Kristina McConnell from H1. She talks through how they run the full customer journey from marketing leads to BDR qualification to Account Executive handoff.

We cover topics such as:


How to manage contact lifecycle stages throughout the process


How Kristina tracks attribution data through the process
How Kristina and her team have integrated HubSpot and Salesforce to track their full customer journey
How Kristina approaches marketing for a product with heavy awareness-building needs
How to best equip sales reps with relevant prospect intelligence

Give this episode a listen and learn how to better work with your colleagues on the sales team so that you can all win together. 🤘

In this episode we go into the operational side of marketing: how to run all the systems and data that power a company's sales and marketing efforts. We talk to Travis Johnson, who leads marketing operations at Velo3D.
We talk through how they run Salesforce and Marketo together, how they structure their data in the systems, how they do campaigns, attribution, and lead scoring, and much more.
Give this episode a listen to learn from Travis how to built out a whip-smart operational machine for your own company's marketing engine.

It's easy to get overwhelmed with the amount of data and metrics that sales and marketing tools report on nowadays. You can get pages and pages of metrics from platforms like HubSpot, Google Analytics, Salesforce, Meta Ads Manager, and so on. How do you know which metrics are the most important and which you should ignore? In this episode, we walk through which key sales and marketing metrics we track for ourselves at ClearPivot.