This week, marketing and revenue operations expert Simon Daniels joins Ian after a two-year break working with Forrester to discuss how we define the discipline of revenue operations, how this sits with sales operations and marketing operations, and how we should implement this function.

In this discussion, they cover:

Revenue operations, marketing, sales, and customer success operations.
The organizational structure for RevOps varies by business context.
Collaboration between sales and marketing
The death of the MQL
Understanding the buying group and metrics for revenue and pipeline health
The key technology and data platforms
The role of AI in the analysis of revenue operations.

As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.

Enjoy!

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The Links

The people:

Ian Truscott on LinkedIn and Bluesky
Simon Daniels on LinkedIn

As mentioned this week and some further reading that Simon recommends:

Blowing in the wind - Why I’m sticking with Revenue Operations (even if the rest of the world is not!) - LinkedIn post by Simon
Why the MQL model is failing B2B marketing and what to use instead - Mark Stouse on Martech.org regarding ditching MQLs
Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups - B2B Marketing webinar on moving beyond the MQL
Meet the new martech stack: systems of context and systems of truth – Chief Marketing Technologist
RevOps And AI: The Cobbler’s Children Need Shoes, Too – Simon co-wrote this on tech for Rev Ops
What's Broken in GTM and How to Fix It - Simon’s podcast

Rockstar CMO:

Track List:

We’ll be right back by Stienski & Mass Media on YouTube

You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify.

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