GTM Science - A show for GTM and RevOps leaders The Extinction of RevOps and The Rise of GTM Engineering with Toni Hohlbein
In this episode of GTM Science, USC Founder and CEO Eddie Reynolds interviews Toni Holhbein, CEO and Co-Founder of Attive, about the potential decline of traditional Revenue Operations and the rise of Go-To-Market Engineering.
Tony shares his extensive background in SaaS and revenue operations, and discusses his new venture, Attive, focused on AI in analytics. They explore the driving forces behind the shift from RevOps to Go-To-Market Engineering, the changing skillsets required, and the strategic roles that could emerge.
Key themes include the evolving responsibilities of RevOps leaders, the importance of a defined go-to-market strategy, and the integration of technical skills with revenue generation objectives. Eddie and Tony also discuss the importance of aligning sales, marketing, and customer success for organizational growth, emphasizing that modern CROs and RevOps should deeply understand and significantly impact go-to-market strategies.
Find the full list of USC's Frameworks here.
00:00 Introduction and Guest Welcome
00:51 Tony Holbein's Career Journey
01:54 The Extinction of Rev Ops
06:31 Defining Rev Ops and Go-to-Market Engineering
09:39 Challenges in Rev Ops and Leadership
26:12 The Role of Go-to-Market Engineering
33:01 The Role of Go-to-Market Engineering
33:34 CEO Perspective on Revenue Roles
35:48 Strategy and Process Definition
36:36 Challenges in B2B SaaS Go-to-Market
41:32 The Importance of Systemization
47:35 Rev Ops and Leadership Dynamics
56:23 Tony's New Venture and AI Insights
58:29 Casual Conversation and Closing Remarks
_____________________________________________________________________
GTM STRATEGY, GROWTH PLANNING, & REVOPS SERVICES
● Website
● TikTok