RevOps Lab #81 Why Executives Don’t Trust the Data – with Rhys Williams, Founder & Managing Partner at Domestique
Jun 2, 2025
In this engaging discussion, Rhys Williams, Founder and Managing Partner at Domestique, shares his insights on the pervasive issue of executive mistrust in data. Rhys explains that the problem often lies beyond just reporting, emphasizing the importance of strategic alignment and consistent definitions across teams. He highlights the dangers of dashboard overload and advocates for structured operating cadences like the Demand Council. The conversation also touches on the critical role of RevOps teams in not just presenting data but providing actionable insights.
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Rhys’s RevOps Origin Story
- Rhys Williams started in sales ops during the 2010 financial crisis due to necessity and found his passion.
- This journey led him to found Domestique Consulting, a comprehensive RevOps agency.
Root Cause of Data Distrust
- Executives often distrust data not because of bad dashboards, but due to missing strategy, processes, and alignment.
- Properly defining ICP, lifecycle stages, and codifying processes builds trust before focusing on data and tools.
Align Metrics with Business Goals
- Start by defining what you want to measure aligned to your business goals.
- Build dashboards that matter and unify data views across teams to avoid conflicting reports.
