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The Rise Of RevOps: Reexamining The Structure Of Modern GTM Teams

Episode Summary

Pushing the boundaries of RevOps requires solid strategy, alignment, technology and high quality data to feed insights that drive business decisions. In this episode of our Talk Data To Me podcast, we have some of the greatest thought leaders within the RevOps industry. Catch Jim Lee (Head of Revenue Strategy at Outreach), Sean Lane (Director of Operations at Drift), and Scott Sutton (VP of RevOps at ZoomInfo) talk about the evolution of RevOps, and how companies can utilize their Operation departments for maximization of their go to market impact.

The success of any modern day go to marketing strategy is reliant on Sales-Marketing alignment, tools, processes, and a team with specific skill sets that empower operations. At its heart, the data needs a high degree of quality when targeting the market. “Data allows us to draw lines around our markets or segments,” - Jim Lee.

With Covid, our priorities have shifted and the transformation into digital spaces has sped up. To maintain competitiveness, companies need to ensure they provide consistent experiences for customers wherever they sit in the funnel. The future of RevOps is an exciting one. "More products, more tools and kind of more opportunities being designed for folks in operations," - Sean Lane.

Guests-at-a-Glance

The Rise Of RevOps: Reexamining The Structure Of Modern GTM Teams
Name: Jim Lee
What he does: Head of Revenue Strategy
Company: Outreach
Where to find Jim: LinkedIn
The Rise Of RevOps: Reexamining The Structure Of Modern GTM Teams
Name: Sean Lane
What he does: Director of Operations
Company: Drift
Where to find Sean: LinkedIn
The Rise Of RevOps: Reexamining The Structure Of Modern GTM Teams
Name: Scott Sutton
What he does: VP of RevOps
Company: ZoomInfo
Where to find Scott: LinkedIn

Jim Lee Bio

Jim Lee (Outreach) is an Operations expert with experience working at several growth companies. He is currently the Head of Revenue Strategy at Outreach, a Sales-Marketing alignment and visibility platform, where he’s built and led operations to utilize data and scale processes to maximise revenue. Jim has led Go-to-Market Ops teams in focusing on strategy and planning of internal data intelligence capabilities to maximize strategy impact.

Sean Lane Bio

Sean Lane (Drift) is Sales Operations and Go-To-Market Leader with experience at hypergrowth B2B software companies. He is currently the Director of Operations at Drift, the revenue acceleration platform, where he’s helped grow the Sales organization from 20 to 80+ sellers. He also hosts the company’s Operations podcast. Sean has led his centralized Go-to-Market Ops teams across the customer journey, ranging from Marketing, Sales, and Customer Success Ops.

Scott Sutton Bio

Scott Sutton (ZoomInfo) is the VP of Revenue Operations who’s very experienced at focusing on the customer to ensure company growth and scaling. At ZoomInfo, Scott is responsible for the design and implementation of sales tools and processes. He led DiscoverOrg and ZoomInfo through its creation and implementation of a unified SalesForce CRM and helped Zoominfo grow its GTM in preparation for IPO. He spent 10 years working at Daimler with leadership roles in Operations, Procurement, Finance and Data Analytics.

Host

The Rise Of RevOps: Reexamining The Structure Of Modern GTM Teams
Name: Jaime Muirhead
What he does: Senior Vice President
Company: RingLead
Where to find Jaime: LinkedIn

Jaime Muirhead Bio

As a founding employee at RingLead, Jaime has played a major role in the organization’s growth operationally, as well as through direct selling, channel sales, and sales management. Jaime has been part of senior leadership primarily focusing on sales for the past eight years. He has also played a critical role in the direction and evolution of the product. Before RingLead, Jaime was an entrepreneur owning multiple businesses from the age of twenty-two to twenty-seven.

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The Rise Of RevOps: Reexamining The Structure Of Modern GTM Teams

Key Notes

  • Tools/ The RevOps Go-To-Market Strategy: Tools are a fundamental part for any GTM team, but they should be utilized in conjunction with strategies and processes to help provide context of the data.

"It's as much about data technology process, et cetera, as it is about alignment and actual strategy," - Jim Lee.

  • Upscaling: When upscaling it’s important to balance experience as well as skill sets, in order to ensure you’re placing the right people with the right roles based on their strengths and weaknesses

"A lot of what ops is drawing on the best experience and context you possibly can and moving forward. That idea of adaptive excellence," - Sean Lane

  • Go-To-Market Priorities: The main priority for any Go-To-Market, should be based on the relationship the customer has with a product and what steps can be taken to improve upon that.
  • Gathering Insights and Data: Data that has been enriched with relevant accurate information is integral for all core functions of any operations team.

"Data allows us to draw lines around our markets or segments," - Jim Lee

  • Go-To-Market Priorities: The main priority for any Go-To-Market, should be based on the relationship the customer has with a product and what steps can be taken to improve upon that.
  • Specialists vs. Generalists: The decision between a specialist and a generalist should be dependent on traits that increase effectiveness of your go to market strategy.