Podcast
April 18, 2025
Episode 37: The Ins and Outs of Tech Stack Consolidation
Learn how to consolidate your tech stack, optimize your CRM, and align Sales and Marketing with actionable data.
In this RevOpsAF podcast episode, co-host and RevOps Co-op CEO Matt Volm is joined by Sidney Waterfall, VP of Marketing at Open Brand, for a deep dive into a challenge many operators face: tech stack consolidation.
With a background spanning B2B SaaS, Refine Labs, and executive GTM consulting, Sidney steps into a complex but exciting challenge at Open Brand: unifying four legacy companies, aligning sales and marketing systems, and building a tech stack that supports a tightly focused, high-value account strategy.
Whether you’re grappling with a patchwork of systems or have the opportunity to start fresh, this episode is packed with frameworks, field-tested tactics, and operational wisdom.
Open Brand emerged from the merger of four separate businesses, each bringing its own stack, data, and workflows. As the new marketing leader, Sidney embraced the challenge.
“It’s the RevOps dream. You’re not building from scratch, but you get to rebuild with intention.” – Sidney Waterfall
She began with a comprehensive audit, evaluating HubSpot (their core CRM and automation platform), mapping existing customer journeys, and identifying gaps in data tracking.
For insights on consolidating GTM tools and determining which vendors to cut, check out Consolidating GTM Tools: What to Cut & How.
Many companies settle for generic lifecycle stages or vague close-loss reasons. Sidney took a different approach.
“It’s easy to add required fields. But are those values specific enough to take action? That’s what actually matters.” – Sidney Waterfall
She collaborated across functions to re-engineer dropdown values for fields like deal source, closed-lost reasons, and upsell opportunity type, turning them into actionable insights.
For a deeper dive into funnel management and avoiding common pitfalls, explore Funnel Fiascos! What Not To Do (And How to Fix It).
With a total addressable market of about 2,000 high-value accounts, Open Brand's data strategy had to be precise.
“I can fit our entire TAM in a single spreadsheet tab. That means I have to know everything about every account.” – Sidney Waterfall
Instead of relying solely on enrichment tools, Sidney worked with her sales team to create custom fields like category, market share, and account type, ensuring alignment on priorities and messaging.
To learn more about fueling your ABM engine and leveraging critical data, watch Fueling Your ABM Engine: Critical Data for Creation, Launch, and Scale.
In a landscape filled with enticing tools, Sidney adopts a pragmatic approach: maximize existing resources, validate use cases, then scale intentionally.
“Let’s break the V1 version first. Then we’ll talk about buying something new.” – Sidney Waterfall
She leverages HubSpot's native functionalities before considering additional platforms. One immediate investment was in website visitor identification to monitor target account engagement.
For insights on using AI to define and align your ideal customer profile, see Using AI to Define and Align Your ICP.
Sidney emphasizes that RevOps should enable smarter, faster business decisions by building real-time feedback loops between deal activities and go-to-market strategies.
“We’re using call recording tools to turn qualitative feedback into structured data we can use. That’s the next frontier.” – Sidney Waterfall
This approach ensures that insights from various teams are automatically integrated back into the system.
For a discussion on how data can unify sales and marketing efforts to drive high-quality pipelines, check out Revenutopia! How Data Can Bring Sellers and Marketers Together.
A recurring theme is building with scale in mind. Sidney is setting up infrastructure that will support Open Brand's growth over the next few years.
“We’re designing our CRM for where the company will be in two or three years - not just today.” – Sidney Waterfall
This forward-thinking approach helps avoid technical debt and ensures scalability.
For considerations on selecting and implementing a new CRM, read Looking for a new CRM? Start Here.
Whether revamping your CRM, defining your TAM, or deciding on new tools, Sidney’s advice is clear:
📌 Start with what’s already there.
📌 Customize with intention.
📌 Build for insights, not just infrastructure.
📌 Think two steps ahead.
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