Navigating Changes in RevOps: The Customer Journey, Collaboration, and Communication with Sandy Robinson, SVP of Revenue Operations and Enablement at Patra Corporation

Navigating Changes in RevOps: The Customer Journey, Collaboration, and Communication with Sandy Robinson, SVP of Revenue Operations and Enablement at Patra Corporation

In this episode of the OpsStars podcast, Sandy Robinson, SVP of Revenue Operations and Enablement at Patra Corporation, joins Don Otvos to share her journey of transitioning from sales to RevOps, the importance of integrating RevOps across the entire business, and the role of the tech stack for enhancing the customer journey.

Sandy started her career in advertising. Across fifteen years, she has shown her leadership abilities by leading sales teams and conducting sales training programs. This laid the foundation for her transition into sales operations, an area in which she has been deeply involved for the past decade. Before joining Patra, she was the Vice President of Revenue Operations at NYMBUS, Senior Director of Sales Operations at Supplyframe, and Vice President of Sales Operations at Web.com.

Overview

Key Highlights:

[01:25 – 03:25] – Embracing Challenges and Joy in RevOps
[03:26 – 07:58] – Streamlining Sales and Tech
[07:58 – 10:31] – From Sales to RevOps
[10:33 – 19:06] – Navigating the Challenges of Mergers and Rapid Growth in Tech
[19:06 – 23:46] – Integrating RevOps Across the Entire Business
[25:50 – 30:14] – Driving Stakeholder Objectives in Tech Implementation
[30:14 – 36:12] – Optimizing the Revenue Tech Stack

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“Forbes did a study recently. Salespeople only spend a third of their time actually selling because they are in other systems, and it’s not the CRM. Only 17% of their time is in the CRM. Everything else is in all the other stuff. So getting your tech stack to work together, so it’s not about more tools. Getting more tools is getting the right tools and getting the right tools to work together. And you have to make some hard decisions..”

Sandy Robinson, SVP of Revenue Operations and Enablement at Patra Corporation