Why RevOps Is Having a Moment (with Jen Igartua) | Belkins Podcast Episode #20

Revenue teams are dealing with more tools, more data, more automation - and more pressure - than ever before. Growth isn’t just about selling better anymore. It’s about how the entire revenue engine actually works.
For the first time, RevOps isn’t a background function — it’s shaping how companies grow, scale, and make decisions.
In this episode of the Belkins Podcast, Michael Maximoff sits down with Jen Igartua, Founder & CEO of Go Nimbly, to unpack what’s really happening inside modern revenue organizations — and why RevOps is suddenly at the center of it all.
Jen has helped architect revenue systems for some of the most respected SaaS companies in the world, including Twilio, Zendesk, Snowflake, Intercom, and Superhuman. But this conversation isn’t about theory or frameworks. It’s about what breaks when companies scale, where AI actually helps (and where it creates chaos), and why the future of sales, marketing, and RevOps looks very different than most teams expect.

What you’ll learn in this episode:
Why RevOps is having a moment — and how rising complexity, AI adoption, and executive pressure have pushed RevOps into a strategic role

What Revenue Operations actually does beyond automation, reporting, and tooling — including enablement, strategy, and protecting the customer experience

How AI is changing RevOps teams — from workflow automation and data architecture to the risks of agent and automation sprawl

The real future of sales roles — why junior SDR roles are disappearing, and why business development is becoming more senior, not automated away

How to know when your company needs RevOps — including revenue thresholds, organizational signals, and common mistakes founders make too early

What strong RevOps teams get right — clean data, shared definitions, cross-functional trust, and decision-making that actually sticks

Throughout the episode, Jen and Michael go deep on the messy, human side of scaling revenue — misaligned incentives, broken handoffs, over-engineered stacks, and the uncomfortable truth that most companies don’t actually have a single view of the customer.
This isn’t a hype conversation about tools. It’s a grounded look at how modern revenue organizations are being rebuilt — and why RevOps is now one of the most critical functions inside growing B2B companies.

Chapters:
00:00- Intro: Who is Jen Igartua
03:17- What is RevOps?
09:25- AI Changed RevOps: AIOps, When to Hire RevOps, Build vs Outsource
17:25- Workflow Automation Is Getting Out of Control
24:02- What’s Next: Platform Consolidation in RevOps
27:46- Clay, HubSpot, and the Reality of the Modern RevOps Stack
33:48- The Limits of AI in Sales & Marketing
39:25- How SDRs, Marketing, and Social Selling Are Merging
49:50- RevFest: Building Real RevOps Community
01:00:49- Go Nibly's Evolution and Strategy
01:12:44- Curated Dinners as Acquisition Strategies
01:21:26- Creativity, Leadership, and “Follow the Fun”

About the Show
What does it really take to grow a B2B business today? We ask the people doing it.
The Belkins Podcast dives deep into the strategies, decisions, and behind-the-scenes insights driving real growth at top B2B companies. Each episode features candid conversations with industry heavyweights — CROs, CMOs, founders, and seasoned operators — who’ve navigated market downturns, scaled teams, and dealt with the realities of modern revenue growth.
You’ll hear hard truths, unfiltered insights, and actionable perspectives from leaders who’ve actually built and operated revenue engines at scale.
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About the Host
Michael Maximoff is the Co-Founder and Chief Growth Officer of Belkins, the #1 ranked B2B appointment-setting agency, recognized by Clutch, G2, and Inc.
Over the past decade, Michael has helped more than 1,000 companies across 50+ industries build predictable, scalable growth engines. Known for his direct, operator-first approach, he hosts the Belkins Podcast to explore what actually works in B2B sales, marketing, and revenue leadership today.