This is a blog post based on a talk I gave titled “Building a Revenue Architecture on Top of a Modern Data Stack”, at ProductLed.Marketing’s Blastoff conference in October 2021. This conference focuses on product led growth topics and is targeted to go to market roles. …

SaaS has enabled product usage data to become a key buying signal. Previously in the on-prem world, this wasn’t possible. Nowadays, everybody is adopting product-led growth with their SaaS offerings. Marketing and growth teams are always experimenting with new signals. But what about AEs? …

And why RevOps/BizOps need to adapt to the brave new world. When Salesforce was founded in 1999, enterprise sales followed a linear funnel of leads becoming contacts and opportunities. Fast-forward to 2021, and B2B software has seen a proliferation of complex, non-linear go-to-market channels that companies are racing to adopt…