ZoomInfo Labs Podcast Sierra Head of GTM Ops Elliot Greenwald
Jun 27, 2025
Elliot Greenwald, Head of Go-to-Market Operations at Sierra, has a rich background in building GTM systems at companies like Google and Salesforce. He discusses the evolution of sales funnels as a critical sales superpower. Elliot emphasizes the balance between automation and human intuition in sales. He also delves into the transformative role of AI in customer interactions and outlines how personalized experiences can redefine go-to-market strategies. With insights from his diverse career, he offers tactical advice for RevOps and GTM pros looking to innovate.
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From Support Calls To GTM Ops
- Elliot transitioned from handling hundreds of support calls at Google into sales and operations by running metrics and managing spreadsheets.
- That early hands-on customer exposure seeded his career in go-to-market operations.
Lean Into Accidental Operations
- Embrace being an 'accidental operator' and lean into ops tasks even if you didn't plan for them.
- Use domain experience and spreadsheets to move toward roles in sales ops and RevOps.
Building A CRM From Scratch
- At Quip Elliot found a Salesforce instance that felt unused and rebuilt funnels and processes from the ground up.
- That zero-to-one operational work taught him how rewarding building GTM systems can be.
