Standard Core Measures for Revenue Operations

In this week’s event, Chris covers the intricacies of B2B marketing, focusing on critical areas such as go-to-market digital demand, revenue operations, and trends shaping the industry. In this engaging episode, Chris discusses the misunderstood realm of Revenue Operations (Rev Ops) and challenges the conventional setups that might impede marketing efficiency and overall go-to-market strategies.

The conversation explores various structures of Rev Ops within different companies, highlighting the pros and cons of centralized versus distributed functions. Chris questions mainstream methods like multi-touch attribution and encourages listeners to adopt a more holistic view—one that truly aligns with customer buying behavior and company interests.

Key themes unpacked in this episode include the necessity for foundational data standards, the distinction between multichannel signals and multitouch attribution, and the role of Rev Ops in executing strategic versus tactical initiatives.