The Revenue Operations Playbook 2020

We sat down with some of the brightest minds in Marketing, Sales, and Customer Success to talk about Revenue Operations strategy. In the first section, we interviewed six enterprise experts. Then we talk about the Four Horsemen model of pipeline attribution, and how to run a Pipeline Council meeting. Read this eBook to learn how to keep the go-to-market organization aligned on revenue goals.

This eBook is split into three parts. In the first section we sit down with our six enterprise experts to not only talk best practices and challenges, but also to get their advice for Marketing, Sales, and Customer Success professionals. We ask them everything from “what is the first metric you check each morning” to “how does Marketing Operations (MOPs) play a role in marketing credibility?” and more.

• Brian Goldfarb, Chief Marketing Officer at Chef Software. More than 20 years of executive experience driving strategy development and digital marketing at companies like Splunk, Salesforce, Google Cloud Platform, and Microsoft.
• Maura Ginty, Chief Marketing Officer at Mode Analytics. Known for her deep expertise in content strategy, data-informed marketing, and demand generation. Previously Vice President of Marketing at Kissmetrics and fractional CMO across several SaaS companies.
• Nicole Hutzul, Regional Vice President of Enterprise Sales at Yext. Over 17 years sales experience with a long term track record in SaaS sales management. Previously worked for companies like Affinio, Emarsys, Adobe, and ExactTarget (acquired by Salesforce).
• Jaime Punishill, Chief Marketing Officer at Lionbridge. A recognized leader in brand strategy, innovation, and digital experiences. Previously Head of Brand Strategy & Digital Marketing at TIAA, Global Head of Content and Digital Distribution at Thomson Reuters, and Citibank’s N.A. Head of Digital Innovation.
• Renaud Bizet, Vice President of Marketing Strategy & Operations at Splunk. An accomplished Marketing professional with 15+ years of experience in the B2B technology space. Previously drove strategic alignment at Marketo, Bio-Rad Laboratories, McDonald’s, and Kodak.
• John Gleeson, leads Upper SMB, Mid-Market and Enterprise Customer Success at KeepTruckin. Under his leadership, John’s team helped KeepTruckin grow from $1 million to more than $50 million in annual recurring revenue in just 12 months. John hosts the popular San Francisco Customer Success Meetup and has been featured on several thought leadership podcasts, including SaaStr.
• Lauren Vaccarello, Chief Marketing Officer at Talend. Proven track record of accelerating revenue growth at companies like Salesforce, Adroll, and Box. Member of the Google Tech Advisory Council, popular speaker at industry events, and co-authored two highly-regarded books on B2B marketing.