263: The Rockstar CMO Studio: Simon Saves the MQL (Kidding!)

This week, marketing and revenue operations expert Simon Daniels joins Ian after a two-year break working with Forrester to discuss how we define the discipline of revenue operations, how this sits with sales operations and marketing operations, and how we should implement this function. 

In this discussion, they cover:

• Revenue operations, marketing, sales, and customer success operations.
• The organizational structure for RevOps varies by business context.
• Collaboration between sales and marketing 
• The death of the MQL
• Understanding the buying group and metrics for revenue and pipeline health
• The key technology and data platforms
• The role of AI in the analysis of revenue operations.

As always, we welcome your feedback. If you have a suggestion for a topic that is hot for you, please get in touch using the links below.

Enjoy!

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The Links

The people:

• Ian Truscott on LinkedIn and Bluesky
• Simon Daniels on LinkedIn

As mentioned this week and some further reading that Simon recommends:

• Blowing in the wind – Why I’m sticking with Revenue Operations (even if the rest of the world is not!) – LinkedIn post by Simon
• Why the MQL model is failing B2B marketing and what to use instead – Mark Stouse on Martech.org regarding ditching MQLs
• Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups – B2B Marketing webinar on moving beyond the MQL
• Meet the new martech stack: systems of context and systems of truth – Chief Marketing Technologist
• RevOps And AI: The Cobbler’s Children Need Shoes, Too – Simon co-wrote this on tech for Rev Ops
• ​​What’s Broken in GTM and How to Fix It – Simon’s podcast

Rockstar CMO:

• The Beat Newsletter that we send every Monday
• Rockstar CMO on the web, Twitter, and LinkedIn
• Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

• We’ll be right back by Stienski & Mass Media on YouTube

You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify.

Learn more about your ad choices. Visit megaphone.fm/adchoices

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Author

Ian Truscott

Not a rock star, but Ian is a 4 x CMO, a trusted advisor and Chief Bottle Washer at Rockstar CMO, who applies his experience to create ART (Awareness, Revenue and Trust) for B2B companies. Ian brings over two decades of marketing leadership experience to Rockstar CMO, he also a former techie, product marketer, CTO, agency guy and industry analyst.

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