RevOps Lab #47 The GTM Operations Framework - with Crissy Saunders, CEO at CS2
Sep 23, 2024
In this engaging discussion, Crissy Saunders, CEO and co-founder of CS2, shares her decade-long expertise in go-to-market operations for B2B tech companies. She explores the shift from marketing operations to a comprehensive GTM framework, emphasizing the importance of aligning marketing, sales, and operations teams. Crissy highlights how data plays a crucial role in enhancing sales effectiveness and discusses strategies for creating impactful reporting models. With insights on collaborative buyer journeys and goal alignment, listeners gain valuable takeaways for optimizing their GTM strategies.
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Founding CS2 And Its Evolution
- Crissy Saunders co-founded CS2 after marketing ops roles at Marketo and startups and now leads the agency focused on fast-growing B2B tech companies.
- CS2 evolved from marketing ops to go-to-market operations to cover the buyer journey, execution, and analytics to revenue.
Frameworks Solve Hidden Foundation Gaps
- CS2 built a repeatable framework because clients had scattered, under-resourced ops and lacked scalable execution plus reporting foundations.
- A holistic roadmap fixes foundational gaps so clients can run campaigns, track funnels, and plan using reliable data within six months to a year.
Go-To Ops As A Focus Area
- Go-to-market operations can be a focused function within RevOps dedicated to campaign execution, sales process, and funnel tracking.
- It often attracts people with marketing ops backgrounds but requires cross-domain collaboration with sales ops and CRM specialists.