Rethinking Your CRM: The Case for Contacts over Leads with Kyle Sosa, Marketing Operations Leader at Etumos
In this episode of the OpsStars podcast, Kyle Sosa, Marketing Operations Leader at Etumos, joins Don Otvos to discuss the transition from a traditional lead-based model to a contact-only approach in CRM systems. They explore the benefits, challenges, and best practices for implementing this significant shift in sales and marketing operations.
In this insightful episode of the OpsStars podcast, Kyle Sosa, Marketing Operations Leader at Etumos, joins host Don Otvos to delve into the transformative shift from traditional lead-based models to a contact-only approach in CRM systems. With his extensive experience in marketing technology and operations, Kyle provides valuable insights into the benefits, challenges, and best practices for implementing this significant change.
Kyle shares his journey from media and political consulting to becoming a RevOps expert, highlighting how his diverse background shapes his approach to sales and marketing operations. He discusses the intricacies of transitioning to a contact-only model, including the impact on sales processes, data management, and cross-functional collaboration.
Throughout the conversation, Kyle offers practical advice on:
This episode provides a comprehensive look at the evolving landscape of CRM management and offers valuable lessons for companies considering or undergoing similar transformations in their sales and marketing operations.
If you enjoyed this episode, then please either:
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Learn from the past and look forward to the future in this lightning round panel. Join Steve De Marco, CRO at LeanData, along with top industry thought leaders presenting workshops on Day 2 of OpsStars to find out how they got to where they are today and what advice they have for tackling 2021+ beyond.
Imagine a sales organization where reps, even those who are behind plan, voluntarily publish their personal activity logs and sales results to leaderboards. How about one where those reps spend more time selling than they do logging CRM updates – and where they actually look forward to receiving instant performance ratings loaded with useful tips for improving their performance?
While this might sound too good to be true in sales, it’s a reality today for fitness enthusiasts. In recent years, fitness technologies have eliminated manual activity tracking for athletes while also providing predictive, prescriptive and AI-driven insights that help users achieve their personal bests.
Join renowned Revenue Operations experts Dana Therrien and Scott Forrey to learn how these cutting-edge fitness technologies influenced them personally. And more importantly, learn how they believe the fitness tech model can shift today’s sales cultures from ones of interrogation, data inspection and intimidation to ones of inspiration, encouragement and personalized coaching.
Is data a key driver in your go-to-market process? Hint: It should be.
How much do you lean on data intelligence to maximize your prospect and customer journeys? New data improvements and implementations can elevate your business from great to elite.
In this session, you’ll learn
Traditionally, generating quality lead engagement is a task that has fallen squarely on Marketing’s shoulders – Marketing generates the lead, nurtures it until it’s deemed warm, and hands it off to Sales. But the times have changed: it’s becoming more crucial for Sales and Marketing to share that responsibility by way of a hyper-coordinated, personalized nurture effort, earlier in the buyer’s journey.
This session will cover practical tips for building a coordinated nurture strategy and how AI-powered tools can help drive automation without sacrificing personalization. You’ll learn:
Are you ready to finally crack the code on marketing measurement?
One of the most elusive parts of marketing is measuring success — understanding how programs drive engagement across key accounts, how accounts are progressing, and, when sales should act. Learn why attribution, MQLs, and CTRs just won’t cut it anymore and how to pivot to new operational metrics related to account-based everything .
So, set your attribution models and MQL reports aside, and pull up a seat at the revenue operations table. Join Kory Geyer, Director of Revenue Ops at 6sense, and Rauli Garcia, VP of Strategic Marketing at Sage Intacct in this session, for an unveiling of the new account-based dashboard. You’ll learn how to:
Software innovation is disrupting every industry, and the B2B revenue engine is no exception. The highest-performing companies today are leveraging technology – and their GTM Ops functions – to leapfrog the competition.
Join LeanData CEO Evan Liang as he examines the past, present and future of Operations. And how “the rise of Ops” will increasingly give this role a seat at the table. Joining Evan for a virtual fireside chat on this topic is Lars Nilsson, the VP of Global Sales Development at Snowflake.
2020 has been a year of crisis and uncertainty. From a business perspective, the 2020 experience has forced go-to-market organizations to reinvent their approaches and build a more resilient, versatile, and predictable growth machine.
Join Craig Rosenberg, Chief Analyst at TOPO, as he presents the key innovations heading into 2021 that will be required to drive lasting revenue growth.
Remote working has unveiled some serious cracks in the traditional sales process—and with increasing pressure to deliver revenue predictability, the weight of those gaps falls directly on the shoulders of the operations team. The reality is most organizations don’t have a strong understanding of “what good looks like,” and by the time they report on the forecast, it’s typically too late to change the trajectory of the quarter. Diane Palmer, Senior Director of Revenue Operations and GTM Strategy at New Relic, has changed the game for revenue operations. The team at New Relic is pioneering the practice of using leading indicators to monitor sales performance, anticipate risks in the pipeline and introduce more proactive coaching practices for sales managers to affect immediate change.
In this session, learn how Diane and her team are partnering with People.ai to get ahead of their competition using leading indicators to accelerate predictable pipeline build, conversion and ultimately revenue growth.
Zoom is all about keeping businesses and people connected. With the COVID-19 crisis, however, this mission took on a new level of imperative.
People around the world urgently sought new ways to safely maintain vital face-to-face communication and collaboration in their work, school and personal lives. This global shift to remote interactions accelerated the adoption of Zoom’s video-first unified communications platform – with daily meeting participants jumping from 10 million in December to 300 million by April 2020.
How did Zoom’s operations team scale lead-management systems and processes with the speed and agility needed to keep up with business demand and growth at this unprecedented rate?
Hear from the team who successfully tackled this challenge. Take a peek behind the scenes for a glimpse at “a day in the life” during these extraordinary times. And hear what lessons they learned along the way, with best practices and recommendations to share with other Ops professionals.
As one of the Top 15 Most Influential Women in B2B Marketing, and a Senior Founding Member of Women in Revenue, InsideView CMO Tracy Eiler is a true Ops Star. Join Tracy alongside Kelsey Ericks Carricato, InsideView Sales Development Manager, as they sit down with Qualified founder, Sean Whiteley, to dig into the “Conversational” movement, and what it means for revenue-owning sales and marketing leaders. Hear real-life real examples of using conversational marketing to move from old-school gated content to real-time, meaningful conversations with qualified buyers. If you’re an ops professional looking to drive more pipeline and shift your website from your company’s biggest blind-spot to your biggest asset, this is a session you won’t want to miss.
Join this panel discussion for an open and honest discussion about the challenges these leading practitioners have faced and how they overcame them using industry best practices. This group will share what they have learned and how you can apply it to your own sales & marketing processes. This is the ultimate session for Ops by Ops and is an audience favorite every year.
Its promise is simple: “No matter what, no matter where. DocuSign will keep your business moving forward.” With the COVID-19 crisis, however, this commitment took on new significance.
As the world shifted from the office to remote work, demand grew rapidly for DocuSign’s digital signature and cloud-based agreement solutions. And yet, the company was able to successfully mobilize at the speed needed to support the needs of healthcare, emergency-government services, education and other vital businesses during this critical time.
In the face of growing lead volumes and fast-changing go-to-market conditions, how did DocuSign successfully meet this challenge? Hear from the go-to-market operations team who built the highly scalable, flexible and “built for speed” lead management engine powering the company’s rapid response to incoming requests. And learn how this sophisticated new lead management engine ultimately allowed DocuSign to be there for businesses around the world when they needed it the most.
Are your reps capturing the right data around customer engagement? Measuring engagement is now a must-have for accurate sales pipeline forecasting. By spotting emerging trends with likelihood of impacting deal closure, sales managers can more effectively evaluate all opportunities in the pipeline – and remove those less likely to be won.
For any sales manager or revenue operations professional involved in forecasting management, this session is for you. Learn how integrating data-driven engagement measurements into your forecasting process can boost accuracy – and how to get started.
Join preeminent sales and revenue authorities Pete Kazanjy, founder of Modern Sales Pros, and Don Otvos, RevOps leader at LeanData, to learn how you can supercharge your forecasting process in 2021.
Topics will include:
We all want to clone our best buyers, but this task is often fraught with complexity as internal bias and past performance dictate perceptions. Perhaps there’s a large piece of the market that’d be perfect, you just haven’t discovered it yet. This is where true buyer intelligence can make the difference. Join us and our client, Workhuman, where we’ll share their approach to getting smarter about finding the right buyers.
In this session, you’ll learn:
Limelight Networks delivers the highest quality online video experiences around the globe – particularly important in today’s environment as people are using online video more than ever before. At just the right time to capitalize on this growth, their marketing operations team improved visibility and tightened alignment with sales.
Their entire buyer journey was filled with data, but their campaign effectiveness and attribution were difficult to measure. They needed to expose more insight around sales and marketing activity, draw connections between marketing touchpoints and revenue, and enable more precise adjustments to strategy.
How did Limelight identify their revenue-driving and pipeline-influencing activities? How did they provide visibility for building alignment and improving strategic decisions?
Hear from their director who drove a cultural shift at Limelight, improving campaign optimization and building trust across functions. Explore how they have used insights to increase account penetration and accelerate stalled opportunities. Hear what they learned on their own journey and what they recommend for achieving similar results in your own organization.
Join this panel discussion for an open and honest discussion about tackling racism and bias in the workplace. This group of revenue leaders and individual contributors will cover:
Jama Software provides the leading development platform for building complex products and integrated systems. Jama sells software across various industries, and understanding how each of these industries and markets are different is key to their success in maximizing customer acquisition and revenue growth.
Join Drew Keenan, Director of Business Intelligence and Sales Operations, who will share learnings from Jama’s journey to develop a single source of truth for customer data, enabling them to increase confidence and trust across sales and marketing teams through improved data quality.
Key takeaways:
Does your CEO lament that your sales rep’s productivity isn’t high enough? Do your reps often tell you that the territories and quotas aren’t fair? Do you send your reps to go after accounts that look great and should be great customers, but even after throwing resources and running plays at these accounts nothing much seems to happen?
Get an under the hood look from Kenny Hsu, Head of Sales Operations at Anaplan as he discusses why he believes in these unprecedented times, rev ops professionals must use Moneyball concepts when it comes to sales planning, and the lessons he and his team learned along the way as they applied Moneyball to enterprise sales.
Most RevOps teams know their business processes and data aren’t ready to support their new go-to-market initiatives. So, where do you start? And, what’s the best way to get a buy-in from the broader team and your leadership?
Join Josh Ren, Director, Marketing Operations at Netskope, and Openprise Vice President of Marketing, Allen Pogorzelski, as they share the key areas where a data management program can amplify the impact of every RevOps person, process, and technology
Find out how you’ll be able to:
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