Podcast
March 28, 2025
Episode 34: Structuring Goals & Thriving with Neurodivergence
Struggling to juggle 37 P1’s at once? Ashley Vonella breaks down goal-setting and how to thrive in RevOps - because realistic goals > meltdown mode.
Welcome back to another episode of the RevOpsAF Podcast! Today, we’re talking all things AI and RevOps with Jake Hofwegen, VP of Revenue Operations and Enablement at Contentful. Jake, also known as “The Hoff,” shares his journey from sales ops to full-fledged RevOps leadership, how AI is reshaping revenue operations, and why RevOps professionals are uniquely positioned to embrace AI-driven automation rather than fear it.
If you’re looking for insights on RevOps career growth, automating workflows, and how to experiment with AI without losing your edge, this episode is for you.
Jake’s career in RevOps started with a simple problem: figuring out sales commissions. While working at McAfee, he built a system to track and credit sales reps for actual end-user transactions - a game-changer in an era where CRM tools were still in their infancy.
“If you could do four things - order management, commission plans, KPIs, and forecasting - you were a great sales ops leader. That was the foundation of RevOps.” – Jake Hofwegen
His hands-on approach in sales ops naturally evolved into a broader RevOps function, mirroring the transition many companies are going through today.
For those navigating this career path, Jake's journey aligns with What Should RevOps Look Like As A Company Scales?, which explores how RevOps needs to adapt as businesses grow.
AI is transforming RevOps at breakneck speed. According to Jake, many traditional RevOps tasks—territory planning, deal desk approvals, RFP responses—will be automated away in the next year. Instead of fearing job loss, he sees this shift as an opportunity for RevOps leaders to elevate their strategic impact.
“I’m running five AI POCs right now. Some will fail, and that’s fine. But I already see that large chunks of my tech stack are going to be obsolete in a year.” – Jake Hofwegen
One major area of impact is automated account planning and enrichment, where AI can instantly pull competitive insights, firmographics, and intent data.
This shift aligns with the insights shared in How to Be a Strategic Revenue Operator, which emphasizes the importance of leveraging data and technology to drive efficiency.
RFP automation is another game-changer - what once took 50+ hours can now be done in minutes. AI is also streamlining deal desk approvals, enabling RevOps teams to focus on high-value work instead of manual processes.
Jake’s biggest advice? Start experimenting with AI now. He stresses the importance of running multiple proof-of-concepts (POCs) and being comfortable with failure.
“The best RevOps professionals are going to be the ones who test AI aggressively, discard what doesn’t work, and double down on what does.” – Jake Hofwegen
For RevOps professionals looking to run AI experiments, it’s crucial to start small - testing AI on simple, low-risk processes like data enrichment and email automation before scaling up. The podcast episode AI in B2B Sales: Why It’s the Last GTM Tool to Buy highlights the risks and best practices of AI adoption in revenue operations.
Another key to successful AI adoption is measuring impact. If AI isn’t improving speed or accuracy, move on to the next tool. This data-driven mindset is similar to what’s covered in Harness the Power of Your Data Assets, where data optimization plays a central role in RevOps success.
With AI automating more operational tasks, what’s next for RevOps professionals? Jake believes that AI will actually open new career opportunities for those who understand the sales process and can bridge the gap between technology and revenue strategy.
“Most AI companies don’t actually know how sales works. RevOps pros do. That makes us incredibly valuable.” – Jake Hofwegen
This shift means RevOps leaders need to focus on AI-driven workflows, cross-department collaboration, and strategic thinking. As AI handles more operational work, RevOps professionals will have more time to influence go-to-market strategies and help businesses scale effectively.
For those looking to level up, A Roadmap for Better Sales Planning offers insights into strategic sales planning, a critical skill in the AI era. Additionally, The Role of RevOps in B2B SaaS explores how RevOps can continue driving impact beyond just automation.
Jake’s message is clear: AI is here, and it’s changing RevOps forever. But rather than replacing RevOps professionals, AI is eliminating the tedious work and giving operators a chance to become more strategic.
For more insights on how AI is shaping RevOps, check out RevOps vs. GTM Ops, which dives into how operations roles are evolving in this new era.
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