Revenue Operations: The New Model for Accelerated Go-to-Market Execution

Almost two years ago, I sat on an excellent panel on the topic of Revenue Operations with Ben Howell, Head of Demand Generation at Salesforce, and Jason Helk, a Principal Consultant from Inverta at the Sales Hacker Revenue Summit conference in San Francisco. At the time, this was a new idea. What became clear to me as I listened to the audience’s response was profound: The proliferation of both data and sales and marketing technology tools had fundamentally lifted the role of the operations professional in a powerful way.

Marketing and Sales Operations leaders were finally in the driver’s seat and strategically positioned to lead Go-to-Market initiatives to drive growth in their businesses.

Having been a revenue marketer my entire career, and having spent more than 25 years dealing with fast-growing tech and data challenges, this was music to my ears. And so began the Journey to Revenue Operations, the theme of this year’s OpsStars™ conference. Now in its fourth year, this three-day event has become the largest standalone satellite event taking place alongside Dreamforce, November 19-21 in the beautiful city by the Bay, in San Francisco.

OpsStars: The Journey to Revenue Operations

According to SiriusDecisions (now part of Forrester), Revenue Operations breaks down the barriers between sales and marketing by “bringing the operational work of sales, marketing and customer success together under one roof.”

This new organizational model delivers a more holistic and unified go-to-market approach for business-to-business (B2B) enterprises that improves the buyer experience, accelerates revenue and fuels growth. In fact, SiriusDecisions’ research revealed that businesses with aligned revenue engines typically grow revenue 12 to 15 times faster than their peers and are 34 percent more profitable. Wow, those are impressive stats!

Hosted by LeanData, OpsStars has become the definitive community and conference for B2B sales, marketing, customer and revenue operations professionals. This year will bring together a record-setting 2,500+ operations leaders into one place for sharing best practices, career development and networking. Now in its fourth year, OpsStars continues to be all about the Ops professional, the strategic backbone of any meaningful GTM strategy for the fastest growing companies.

In designing the conference this year, we focused on sessions, keynotes and workshops drilling down on GTM and revenue-focused topics across people, process, technology and data. No surprise, we had to cut it off at 65 sessions. We have assembled best-in-class speakers and, in particular are delighted to welcome back Nate Skinner, VP Product Marketing for Pardot, among other thought leaders and Revenue executives for a not-to-be missed, content-rich program.

Centered around this year’s theme – Journey to Revenue Operations – OpsStars 2019 speakers will include many other executives, luminaries and thought leaders from leading B2B brands such as Verizon, ServiceMax, SiriusDecisions, G2, IBM, Outreach, Zoom, Forrester, RingCentral, GE, Okta, Xactly and Carbon Black (VMware).

OpsStars will also debut its inaugural OpsStars Awards program at this year’s event to celebrate key leaders and contributors in the operations community. Award winners and finalists will be recognized at a private gala the evening of November 20th.

Attendees at OpsStars 2019 will also have the opportunity to join the inaugural class of LeanData Certified Experts.

In addition, attendees are invited to help celebrate the one-year anniversary of the Women in Revenue organization at OpsStars. OpsStars is proud to host the Women in Revenue at OpsStars Reception on November 19th which will feature a panel discussion on “Advancing Your Career in Revenue.”

Be My OpsStars Guest!

Revenue Ops is here and the time is NOW. Dreamforce is an awesome week in November and we want to see you at OpsStars!!

Be my guest at #OpsStars. Sign up now and use the comp code PARDOT to get your free ticket! 

I hope to meet you all there.


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