Podcast
January 17, 2025
RevOpsAF Podcast Episode 24: Why AI is the Last GTM Tool to Buy
Explore how AI shapes decision making in B2B marketing and revenue operations. Uncover AI's role and constraints in driving an effective revenue engine.
In this discussion on the RevOpsAF podcast, Matthew Volm, CEO and Co-Founder of RevOps Co-op, and Connor Fee, previous CRO at Shortcut and Clearbit, dive into the crucial collaboration between Chief Revenue Officers (CROs) and Revenue Operations (RevOps) teams.
During the conversation, they navigate the complexities of revenue generation strategies and key metrics and KPIs in revenue management to help overcome challenges in achieving revenue targets. From leveraging data for efficient revenue growth to the RevOps team's role in supporting the CRO (hint: it's problem-solving), this episode dives deep into the operational mindset needed for leadership in revenue and revenue operations teams.
The responsibilities of a Chief Revenue Officer (CRO) are as varied as the companies they serve. Connor Fee illustrates this with his experiences leading teams of vastly different sizes—from three at Shortcut to 55 at Clearbit.
As he notes, "The CRO title is applied to so many people in so many places in so many ways," highlighting the fact that the CRO title does not have one common definition.
Essentially, a CRO holds accountability over the revenue engine, making sure that marketing, sales, and customer success are all operating in a way to drive efficient and effective revenue growth.
A significant hurdle for CROs is generating the maximum amount of revenue within existing constraints. This may sound obvious, but Fee describes the CRO's job as "orchestration," managing inputs from various efforts to meet (and exceed) targets.
"You need to hit a revenue number with the resources that you have available," he asserts, highlighting the importance of metrics and KPIs in managing revenue. The process involves identifying key inputs to move and orchestrating efforts to achieve the desired outcomes without exceeding budgets.
Revenue Operations (RevOps) teams are essential allies to the CRO, particularly when it comes to solving complex problems.
Fee emphasizes the value of problem-solving within RevOps, stating, "The most value I get out of a RevOps team is by putting capable problem solvers in that org."
By effectively partnering with functional leads (e.g., Marketing, Sales, and Customer Success leaders), RevOps teams help identify and solve critical issues, enabling the CRO to focus on the strategic part of their role.
To sum things up, the relationship between CROs and RevOps teams is pivotal to growing revenue effectively and efficiently. While the CRO orchestrates overarching revenue strategies, a great RevOps team ensures that people, process, and technology align efficiently and foster a data-driven approach to overcoming challenges and problems. This CRO and RevOps partnership not only enhances revenue performance but also nurtures a culture of continuous professional growth within organizations.
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