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Welcome to the ultimate podcast series for marketing and revenue leaders architecting revenue growth for SaaS companies. Each episode dives into our unfiltered thoughts and actionable advice on a critical area of Revenue Growth Architecture, Marketing/Revenue Operations, Marketing/Sales Tech, or Revenue Analytics. Whether you're C-Suite or just starting, keep up to date with what we are learning and implementing across dozens of well-known growth-stage SaaS companies.
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Are you looking for ways to recover revenue and accelerate growth? Welcome to the Revenue Growth Podcast with Darrell Amy, author of Revenue Growth Engine. This is the place for business owners, sales leaders, and marketing professionals to get ideas an inspiration to drive exponential revenue growth. Each week you’ll get actionable insights from the world’s leading marketing and sales thought leaders and practitioners.
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Welcome to The Digital Traffic Show where I help businesses market to the right people, at the right time, with the right messaging! If you are ready to learn any of the following, you’re in the right place: Building an online brand Reaching your ideal customer Understanding Organic traffic Learning all about Paid traffic Various types of online advertising How to Get more Clients How to use Storytelling as a marketing tool Social media marketing 101 Unique selling proposition Standing out f ...
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show series
 
Crissy joined the Humans of Martech Podcast in a wide-ranging discussion. The discussion explored the evolution from tactical management to strategic leadership, and the adaptation to changing marketing strategies. Also, the significance of specialized platforms in marketing automation, the critical role of the sales funnel in revenue growth, the s…
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Charlie and Crissy joined Chris Walker on the Revenue Vitals podcast to talk through the intricaies of funnel/pipeline architecture vs. MT attribution. The conversation spotlights the foundational importance of understanding how funnel tracking sets the stage for a company's go-to-market success, transcending mere marketing analytics. The discussio…
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Crissy joined the Operations With Sean Lane podcast to share her thoughts on consulting vs. in-house for ops professionals. They discuss how consultants have many more data points and companies they’re exposed to so their ability to find patterns and create frameworks is accelerated at an unfairly high rate. And she shares the frameworks she has us…
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What do you do after recording more than 200 episodes of a podcast? Take a break! In all seriousness, we have decided to take a quick hiatus from delivering new episodes weekly for a bit while we focus on a fresh new strategy for our content and what we add to this podcast channel. It’s been a pleasure to deliver valuable insights and actions on go…
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You’ve identified a large amount of accounts that are a good fit for your business and fit your ICP. Now what? That’s where account tiering comes in. In this episode of The Revenue Growth Architects, we’re taking a look at how to use account tiers and how it can be an effective tool for prioritizing accounts, as well as defining what the strategy w…
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Documentation is the silent hero of operations, particularly when it’s done well. Yet many operators skip this step altogether. In this episode of The Revenue Growth Architects, we’re sharing our top 3 tips for creating documentation so that you don’t skip it and people will actually use it! We’ll discuss why documentation and project management ar…
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Despite the naysayers predicting its untimely demise, lead scoring as a buyer prioritization tool still has a lot of life left. But if you’re going to score your leads, you better do it the right way. In this episode of The Revenue Growth Architects, we identify three of the most common lead scoring mistakes folks tend to make and (crucially) what …
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How’s your handle on the differences between funnel metrics and multi-touch attribution? We see a lot of confused marketers confidently referring to one when they actually mean the other, and we think it’s high time to set the record straight. In this episode of The Revenue Growth Architects, we’re quickly (in around 10 minutes) demystifying the co…
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If you feel like an order taker, simply responding reactively to incoming requests rather than taking the time to think strategically, or you struggle to get anything “valuable” completed at your org, a RevOps roadmap might be what you’re missing. In this episode of The Revenue Growth Architects, we’re working through how to build out a RevOps road…
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If you look at open roles in marketing operations today you will see a slew of senior manager or director titles. All of which have a mile long list of responsibilities but that is another story. If you try to look for anything VP level or above it seems like it is non-existent. So this begs the question: Is a senior-level role realistically in the…
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With two hundred episodes officially under our belts, you’d think we’d take a victory lap. Not so! Instead, we’re taking episode 200 as a time for reflection on our marketing ops blunders, gut-wrenching mistakes, and embarrassing moments. From botched mass email sends to public speaking freeze-ups to Marketo interesting moments gone wrong, are you …
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Working in RevOps can be an extremely rewarding career path, but it can also be fraught with difficulties and frustrations that can get in the way of those operators succeeding in their role or simply just enjoying it too! In this episode of The Revenue Growth Architects, we’re facing down three harsh truths about working in RevOps and discussing t…
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Over the past 9 years of running CS2, we have worked on A LOT of funnel projects. So much so that funnel architecture is a key foundational area where we feel like we drive the most impact for clients. Why? Because most of the time organizations are not doing it the right way and we have truly taken the time to figure out the best way to operationa…
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Recency Bias. Bad data. Form Friction. There are plenty of reasons to question the usefulness of self-reported attribution. In fact, Charlie once believed self-reported attribution to be pointless. So what made him change his tune? In this episode of The Revenue Growth Architects, we’re reconsidering self-reported attribution to find out what turne…
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Building out an SDR team is costly, and frequently results in an organizational focus on keeping that team busy—not driving revenue. Partner that with the advance of AI tools and a shift in the way businesses are handling their outbound sales efforts and the traditional role of the SDR feels less clear than ever. In this episode of The Revenue Grow…
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How often have you followed up with your SDRs and discovered that the prospects they were reaching out to based on content syndication efforts didn’t actually remember that white paper or perhaps never downloaded it in the first place? Everyone seems to agree that content syndication doesn’t really work. So why are we all still doing it? In this ep…
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Ready or not, 2024 is here! What is on your 2024 roadmap? Does it include partner program operations? Or are you tackling your email strategy and deliverability? Or are you prioritizing a new AI project? In this episode of The Revenue Growth Architects, we’re looking at all these topics and more as we count down the nine marketing ops topics and pr…
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What’s the best marketing automation platform? It wasn’t that long ago that when clients were looking for an enterprise grade solution they did not consider Hubspot. At CS2, for example, migrating clients from Hubspot to Marketo was commonplace. It seems the times are changing and Hubspot has stepped up to the plate to become a more robust platform…
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Third-party intent data is a buzz-worthy topic in B2B marketing and sales, but is it useful intelligence or so much snake oil? In this episode of The Revenue Growth Architects, we’re sifting through an industry report and our own anecdotes to think critically about third-party intent data. Gain insight into the challenges of using third-party inten…
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This episode is an interesting one folks! Listen in and hear Xander, Crissy, and Charlie debate on the best way to operationalize account stages for ABM. Defining the stages for a person funnel is easy. We have that nailed down. But nailing down the BEST way to handle account stages is still a new area where we are evolving our thinking on how to a…
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Over the last year, there has been an over-reliance on using email as a channel from budget-starved marketers because it’s “free” and is the quickest way to get in front of potential buyers. But what are the hidden costs of bad email practices? Are buyers numb to email since it’s so oversaturated? And are you hurting your brand and deliverability m…
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Marketing teams are working furiously to fulfill MQL quotas as the end of the year swiftly approaches. But are MQLs the best metric to determine your marketing team’s performance? What other metrics might provide a better indicator of the health of your business and the success of your campaigns? In this episode of The Revenue Growth Architects, we…
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How well are you tracking your SLAs? And perhaps more importantly, how many of them are you tracking? Measuring your speed to lead is all well and good, but focusing on it exclusively doesn’t solve all your funnel velocity issues. In this episode of The Revenue Growth Architects, we’ll examine the other SLAs you should be measuring to have a holist…
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Over the last year an interesting debate has heated up around Marketing Automation Platforms (MAPs like Marketo, Hubspot, Pardot) and if they are necessary in this modern era of martech. The argument against MAPs is there are new more focused best in breed tools (like iPaaS, data warehouses, data automation, more advanced B2C emailing tools) that w…
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Whether you’re expanding from a mighty Marketing Ops team of one or adding headcount to an already established crew, what are the best practices for growing your Marketing Operations team? In this episode of The Revenue Growth Architects, we’re sharing a framework we’ve used internally at CS2 and with our clients to determine how and when to build …
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Your website’s chatbot just might be one of your largest MarTech expenses. And this begs the question: Is it worth it? Maybe you’d be better off with a simple (and cheaper) form. How likely is it that you’ll be able to get your sales team fully enabled in chat anyway? Would those meetings with prospects come through even without a chatbot pinging t…
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With teams getting smaller and scrappier, is tech debt more rampant as we near the end of 2023? Are the days of unlimited marketing budgets truly gone and what impact does that have on revenue analytics? Has a dependence on partner marketing grown this year? Back in January, we made a lot of predictions about how the Marketing and Revenue Ops lands…
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With marketers moving toward ungating their content so that they can enable the modern buyer’s journey, many operators are being pressured to still inform the team on how they will report on the effectiveness of the content, even if there is no direct web conversion. In this episode of The Revenue Growth Architects, our hosts prepare you to tackle …
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It’s time to rethink the sales funnel. In this episode of The Revenue Growth Architects, our hosts are once again joined by CS2’s Chief Architect & Analyst, Alison Rouse, to delve into the history of tracking pre-sales ready stages (anything before MQL) and why marketers still insist on reporting on them, and why you should rethink including them i…
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Are you struggling to understand the difference between funnel metrics and MT attribution? Have we got an episode for you! Special guest Alison Rouse joins the Revenue Growth Architects to set the record straight and help you learn about the challenges of analyzing data, the importance of strategic thinking, and the tools that can provide better RO…
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Your revenue team is focused on Account-Based Marketing (ABM). So why should you track a person-level funnel? We’re going deep on the answer in this episode of The Revenue Growth Architects. Listen to develop an understanding of the two different funnels - the person funnel and the account funnel - and grasp the critical importance of tracking a pe…
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So you may have listened or read up on our content around why Custom Object Funnel tracking is the best tracking method. But now you need to get your executives on board to make the change and do the work and you are wondering how to ACTUALLY do that. Well on this episode, Charlie, Crissy, and Xander discuss how you can "sell" the project to non-te…
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Brian, Gany, and Xander wrap up the New Marketing Automation Platform mini-series with tips and tricks on how to ensure that you have a successful launch! Learn how to: QA your new instance Enable your teams on the new systems and processes Ensure that your launch is efficient Sustain your build and optimize These tips are very transferrable to lau…
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Building a new Marketing Automation Instance from scratch is the perfect time to get things right and set yourself up for success. In this week's episode of the podcast, and 3rd installment of the "New MAP" series, Gany and Brian share best practices around setting up your essential operational programs for efficient processing. They also share how…
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One of the biggest keys to having success in your role and your projects in operations is getting buy-in from your team, your stakeholders, and executive leadership (aka CRO, CMO etc). But sometimes, as many of us likely know, this can be tough. So this week we asked CS2's Director of Marketing Operations, Christie Fusco, to hit the pod and break d…
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Gany and Brian join the podcast this week to continue the New Marketing Automation Platform Series. Here we talk through key admin settings needed for a brand new instance. Join us as we chat through: - Domain Registration and Setup - Dedicated IP Warming - CRM Sync - and More! Whether you're implementing for the first time or auditing an existing …
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Cassie Vitelli, VP of Marketing at Litify, joins this week to share her experience building their Revenue Growth Architecture with CS2. When Cassie took over the marketing team, they did not have a strong operational foundation built out, which was a first-time dilemma for her. After selecting and working with CS2, her experience drastically turned…
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Xander Broeffle is joined again by Brian Morris and Gany Rodriguez for part 1 of 3 in their discussions on how to implement a new Marketing Automation Platform. This episode they explore the importance of proper preparation, and how it can make the difference between having a successful transition and a chaotic one. A few of the topics they go into…
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Step into your buyer's shoes on this week's episode as Xander Broeffle and Crissy Saunders explore the power of "secret shopping" your company's buyer journey. In Crissy's first guest episode since her maternity leave, she dives into why you need to regularly test out your buyer journey yourself to give you and the revenue team guidance on how to o…
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On this week's episode, we welcome one of our favorite guests - Alison Rouse, Chief Architect and Analyst at CS2, to talk about why using a custom object to track your funnel is our preferred method. Historically marketers have been stuck with some less-than-ideal solutions to track their funnel properly. Whether it's only on the lead/contact objec…
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These days we are hearing from so many marketing teams that they just need to get some "quick wins." Well, in marketing having a quick win can be tough, but Crissy thinks there is one great source of data to inform some actions to get quick wins. And most of them don't require any spending. So what is it? It's your funnel data! In this episode of R…
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In this episode of Revenue Growth Architects, Matt Cronk, Director of Marketing Operations at CS2, joins Xander to discuss why it's necessary to "tier" your MQLs and how it can drastically improve both your lead follow-up and improve the buyer experience. In this episode, we cover: How you should treat your 'Handraiser' or 'Hot' leads compared to y…
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This week, we're diving into the crucial yet often overlooked area of Opt-In Management and Compliance. We're breaking down: Importance of Opt-In Management and Compliance: The relevance of data privacy regulations, how preventing fines from GDPR non-compliance can provide peace of mind, and how proper opt-in management can enhance email deliverabi…
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In this episode, Xander and Joy dive into the different lifecycles in sales and marketing: Lead, Account, and Product Lifecycles/Funnels. They review each one's unique Go-to-Market motions, involved teams, and key stages. Let's unpack: Understanding Lifecycles: Recognize distinct characteristics of lead, account, and PLG funnels. Learn how these di…
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What’s the secret to boosting your revenue through AI? Tune in as we dive into this fascinating topic with our guest for the day, Glenn Schmelzle, who carries with him a refreshing wave of optimism. In this intellectually stimulating conversation, Glenn and I navigate through the myriad avenues in which cutting-edge generative AI technologies, demo…
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In the world of MOps & RevOps, it's not just about who you work with; it's about how you work together. So, we're breaking it down to help you become a master in working with Marketing and Revenue Ops agencies. We're diving into: Agency Selection: Finding the right agency doesn't have to feel like speed dating. Learn how to differentiate between di…
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Looking for the next promotion in your career? Are you hungry for growth, but not sure if you're interested in managing people? We've got you covered. On this week's episode, Claire Pockell-Wilson, CS2's Senior Manager of People Operations, joins Xander to discuss how to shift career development talk into a new perspective. We're challenging conven…
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In this week's episode, Charlie and Xander dive into the latest AI Rev/Marketing Ops news and showcase seven use cases and tools they're experimenting with. Learn more about: Vowel: An AI meeting platform that transcribes in real time, effortlessly integrates with your favorite tools, and helps your latecomers catch up with AI-generated summaries. …
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CS2 is taking you on an epic journey in a galaxy not too far away. This is a new mini-series, where we walk you through the many phases of a brand-new Marketing Automation platform. In this episode, we're joined by industry veterans Gany and Brian as we tackle the intimidating yet exhilarating task of establishing a fresh start in your Marketing Au…
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