2025 OpsStars Agenda

Agenda Overview

Stage 1Stage 2Workshop Room
9:00 AMDoors Open
10:00 AMKeynote
GTMX: Drive the Next Decade of Revenue
11:00 AMBuying Group Success: How to Start Small and Build MomentumHow to Build Your Brand for the LLM EraLeanData Workshop
Beyond the Lead: Unlocking Full-Funnel Automation
11:30 AMThe Buying Group Revolution:
How Palo Alto Networks is Transforming Marketing and Delivering Value with Buying Groups
Beyond the Buzz: Real AI for Marketing Ops
12:00 PMLunch / Networking
1:00 PMUnlocking Revenue with Clay: a GTM Engineering Approach
AI Agents in Action: How to Accelerate the Buyer JourneyLeanData Workshop
The Buying Groups Playbook: From Vision to LeanData-Powered Reality
1:30 PMRedefining Revenue Operations with AI & Buying Center StrategiesOrchestrating Operational Excellence: Maximize Return on Every Marketing Lead with an Integrated, AI-Powered Lead Funnel
2:00 PMCultivating Buying Groups: From Signal to Revenue
Data Confidence Unleashed: Lumin Digital's GTM Evolution
2:30 PMGaining Ground with Buying Groups: A Practical Guide for Building Organizational Buy-inTurning Fragmented Data into Deal Velocity
2:55 PMBreak
3:15 PMRevOps Doesn't Stop at Closed Won: Building a Winning Post-Sales ProcessGhosted Again? AI & Empathy to Navigate the Buyer JourneyBuying Groups Experts Answer Your Biggest GTM Questions
3:45 PMDecoding the Buyer Signal: Turning Intent into RevenueTech That Sells: Automating Momentum Across the Funnel
4:15 PMPost-Sale Power Plays: Aligning GTM Around the Full Customer JourneyShaping the Future of Revenue Operations

Explore Sessions

10:00 AM – 10:55 AM

Keynote
GTMX: Drive the Next Decade of Revenue

Stage 1

Ten years ago, OpsStars began with a simple mission: align Sales and Marketing. A decade later, the stakes are higher and the journey is anything but simple. Buyers don’t move linearly. Territories, siloes, and rules are giving way to signals, value, and intelligence. And AI is fast becoming the connective tissue of every GTM motion. We’ll look back at how far we’ve come, and ahead to how the next 10 years of the buyer journey will be won by those who orchestrate smarter, faster, and more connected go-to-market strategies.

Katy Keim, CEO, LeanData

Evan Liang, Co-founder and Chief Strategy Officer, LeanData

11:00 AM – 11:25 AM

Buying Group Success: How to Start Small and Build Momentum
Stage 1

Not every organization can, or should, tackle Buying Groups with a sweeping transformation from day one. Amy Hawthorne, VP Principal Analyst at Forrester, will outline practical pilot paths that ease adoption while driving real results.

Drawing from client examples, she’ll show how teams can effectively gain traction.

You’ll learn how to:

  • – Gain Executive Buy-in to secure alignment across the full GTM team
  • – Build early momentum that scales into lasting organizational change
  • – Action on Buying Group pilots that start small and prove value
  • – Test Buying Groups to display multiple proof-points of success
  • – Transform yourself into a change agent

Marketers, now is your time to shine.

Amy Hawthorne, VP of Principal Analyst, Forrester

11:00 AM – 11:25 AM

How to Build Your Brand for the LLM Era
Stage 2

AI has completely changed the way buyers discover, short-list, and decide. In fact, according to a G2 survey of 1,000 B2B software buyers in April, 4 in 5 said AI search changed the way they research software. Evaluation shortlists have shrunk from 5–7 vendors last year to 3–5 this year. Showing up where your buyers are searching (that would be ChatGPT, Claude, Gemini, etc) is more important than ever, and we’re still figuring out the playbooks on how this all works.

In this session, you’ll hear how AI has disrupted buyer behavior and how go-to-market teams can adapt to ensure their brand shows up—and wins—in LLM results. 

Expect to learn how to:

  • – Build a durable review engine that establishes brand dominance
  • – Create ‘answer-ready’ content for LLMs
  • – Use emerging GEO tools to monitor your brand across LLMs
  • – Rebuild your systems for AI-first outreach from signal-based intent

Sydney Sloan, CMO, G2

11:00 AM – 11:55 PM

LeanData Workshop
Beyond the Lead: Unlocking Full-Funnel Automation

Workshop Room

Your go-to-market motion doesn’t stop once a lead is routed, so why should your automation? Many organizations invest heavily in lead management, yet leave contacts, opportunities, and accounts to slow, manual processes. This operational disconnect creates friction, stalls deals, and puts renewals at risk. It’s time to move beyond the lead and automate your entire customer lifecycle.

In this action-oriented session, you’ll discover ideas to build a truly connected GTM engine. We will discuss powerful, ready-to-implement ideas for automating what happens after the initial lead, such as enforcing response-time SLAs on other objects, automatically populating opportunity contact roles to map the buying group, and creating proactive retention alerts from customer support tickets. Learn how to transform your operations from a reactive lead-response function into a proactive, full-funnel automation powerhouse. Whether you’re building your operational foundation or looking to maximize your GTM investment, you’ll walk away with a blueprint for driving efficiency at every stage.

Kevin Au, Head of Training, LeanData

David Dinh, Professional Services Team Lead, LeanData

11:30 AM – 11: 55 AM

The Buying Group Revolution: How Palo Alto Networks is Transforming Marketing and Delivering Value with Buying Groups
Stage 1

The evolving sales landscape now demands a focus on engaging entire buying groups, not just individuals. In this session, you’ll learn how Palo Alto Networks has harnessed cutting-edge technology, intent data, and AI to redefine how marketing adds value and drives deeper alignment between sales and marketing. Attendees will discover how identifying and engaging the right buying groups has led to remarkable business impact. This session is a must for RevOps professionals and anyone looking to transform their lead-centric approach for faster, smarter opportunities and greater business impact.

Lauren Daley, Director of Marketing Operations, Palo Alto Networks

Jeremy Schwartz, Sr. Manager, Global Lead Management & Strategy, Palo Alto Networks

11:30 AM – 11:55 AM

Beyond the Buzz: Real AI for Marketing Ops
Stage 2

In the rapidly evolving landscape of marketing operations, AI has moved from being a buzzword to a business imperative. Yet, many organizations struggle to harness its true potential for operational efficiency and revenue growth. In this session, Jeff Canada from OpenAI will demystify how AI can be effectively integrated into marketing operations to streamline data management, enhance lead scoring, and improve campaign attribution.

Jeff Canada, Marketing Operations Lead, OpenAI

12:00 PM – 12:55 PM

Lunch / Networking

Grab some lunch, another cup of coffee and network with other OpsStars guests

1:00 PM – 1:25 PM

Unlocking Revenue with Clay: a GTM Engineering Approach
Stage 1

Clay introduced the concept of the GTM Engineer last year as a new kind of Ops role – one that blends engineering discipline, iterative experimentation, and a business-centric approach to go-to-market execution.

In this session, we’ll explore how GTM Engineering is transforming operations at leading companies. Learn how OpenAI scaled enrichment coverage from the low 40% to the high 80%, Rippling doubled cold email performance with zero engineering resources, and Anthropic consolidated 80+ vendors into Clay while tripling enrichment coverage.

You’ll walk away with a tactical playbook for applying GTM Engineering in your own revenue and marketing operations: from mapping workflows and shipping quick-win enrichment and automations to seamlessly embedding AI into day-to-day execution.

Ziqi Deng, Strategic Partnership, Clay

1:00 PM – 1:25 PM

AI Agents in Action: How to Accelerate the Buyer Journey
Stage 2

Abstract: The buyer journey is more dynamic than ever and the traditional marketing funnel no longer applies. We’ve come to rely on rigid systems, outdated strategies, and limited human capacity—all of which leaves pipeline on the table. But with the advent of agentic marketing, AI agents are ushering in a completely new way to generate pipeline. In this session, we’ll unpack the new agentic marketing funnel, how AI SDRs can accelerate the buyer journey, and how this translates into more pipeline for revenue teams. Plus, we’ll be joined by Ryan O’Shea, the Director of Marketing Operations at Pendo, to hear why they switched to an agentic marketing model and the successes they’ve seen along the way.

Top 3 takeaways:

– How AI SDRs manage the entire marketing funnel: AI SDR agents can capture new leads, nurture warm leads, and convert hot leads without human intervention.

– How AI SDRs help buyers make faster, smarter decisions: AI SDR agents can meet with buyers on the website and answer buyer questions in real time through text, voice, and video.

– How to put AI SDRs into practice today: AI SDR agents are incredibly versatile and can be configured to meet your unique business needs. Here we’ll cover five use cases to help get you started.

Kieran Snaith, SVP of Revenue Operations, Qualified

Ryan O’Shea, Director of Marketing Ops, Pendo

1:00 PM – 1:55 PM

LeanData Workshop
The Buying Groups Playbook: From Vision to LeanData-Powered Reality

Workshop Room

Veeam’s journey to adopting an opportunity-based selling model didn’t just happen—it was designed with precision. In this session, hear directly how they aligned cross-functional teams, overcame key challenges, and selected LeanData as the backbone for their Buying Groups motion. You’ll gain insight into the strategy and decision-making that drove measurable results in under 18 months.

Then you’ll get a behind-the-scenes look at the technical side of this success. See exactly how the Buying Groups motion was configured in LeanData, the workflows that made it scalable, and a preview of LeanData’s Buying Groups Edition—purpose-built to make this strategy easier and more effective than ever. You’ll walk away with both the blueprint and the technical know-how to launch (or optimize) a Buying Groups motion in your own organization.

Courtnie Luetke, Sr. Director, Marketing Automation, Veeam

Nina Vazquez, Senior Enterprise Customer Success Manager, LeanData

1:30 PM – 1:55 PM

Redefining Revenue Operations with AI & Buying Center Strategies
Stage 1

Join us for a deep dive into how our cutting-edge revenue operation team is transforming the entire buyer journey—from first touch to post-sale engagement—using AI-driven strategies and buying center strategies. We’ll explore how we are leveraging AI for lead detection, junk lead filtering, and real-time lead scoring to prioritize high-intent prospects.

Learn how our team is reducing sales friction with AI-powered lead enrichment, content automation, and email summaries embedded directly into our CRM. Discover how AI-generated content and automated sales engagement streamline outreach while keeping personalization intact. On the post-sales side, we’ll cover lifecycle scoring, re-engagement strategies for past customers, and using AI for engagement and buying intent insights. Leave with a blueprint for creating a data-driven, AI-powered revenue engine that outpaces traditional RevOps approaches.

Dante Zanotto, Revenue Marketing Specialist, NVIDIA

Becca Nguyen, Revenue Marketing Operations, NVIDIA

Ashley Huddleston, Revenue Operations Analyst, NVIDIA

Kelly Goles, Revenue Marketing Operations Manager, NVIDIA

1:30 PM – 1:55 PM

Orchestrating Operational Excellence: Maximize Return on Every Marketing Lead with an Integrated, AI-Powered Lead Funnel
Stage 2

Discover how Samsara revolutionized its lead funnel from inquiry to qualified pipeline by strategically integrating a diverse MarTech stack and leveraging AI

Session Takeaways:

  • – Learn how to orchestrate your diverse Martech stack to unlock efficiency and accelerate pipeline
  • – Ensure every lead receives intelligent treatment, from precise routing to AI qualification, to maximize conversion and pipeline.
  • – Leverage real-time business intelligence to iterate rapidly and drive growth

Ryan Schwartz, Vice President of Marketing Systems & Intelligence, Samsara

Vic Molina, Marketing Operations Manager, Samsara

2:00 PM – 2:25 PM

Cultivating Buying Groups: From Signal to Revenue
Stage 1
In the evolution beyond traditional MQL-based demand generation, buying groups have emerged as the true representation of the B2B buyer’s journey. The challenge has shifted from generating more leads to identifying and nurturing more buying groups—but how do we really accomplish this?
 
Signals are central to this transformation, yet they vary dramatically in quality and actionability. From anonymous website visits to LinkedIn profile details to AI-derived insights, these signals originate from diverse sources with varying intensities and significance. This creates the complex task of interpreting their meaning and determining appropriate follow-up actions as buyers navigate increasingly non-linear purchasing paths.
 
This session cuts through the complexity to provide clarity on signal-based buying group strategies in today’s evolved buyer journey. GTM expert Dara Such will share how companies are innovating with signals to drive buying group-centric progress, demonstrating practical approaches to both signal sourcing and revenue process transformation.In this session, you’ll get valuable insight on:
  • – Strategies for transforming your revenue process to align with buying group dynamics
  • – Practical methods for connecting individual signals to active buying groups
  • – How to differentiate between high-value and low-value demand signals in the modern buyer journey

Dara Such, VP of GTM Intent, TechTarget

2:00 PM – 2:25 PM

Data Confidence Unleashed: Lumin Digital's GTM Evolution
Stage 2

Learn how Lumin Digital transformed a messy CRM and misaligned teams into a data-driven powerhouse. Hear from the VP of Revenue Operations at Demandbase and Lumin Digital’s Director of Sales and Marketing Operations as they discuss building a solid data foundation, aligning sales and marketing, and creating confidence in their insights. Packed with real-world solutions and actionable takeaways, this fireside chat is perfect for leaders looking to turn data chaos into clarity.

Mark Turner, VP of Revenue Operations, Demandbase

Nick Beale, Director of  Sales and Marketing Operations and Analytics, Lumin

2:30 PM – 2:55 PM

Gaining Ground with Buying Groups: A Practical Guide for Building Organizational Buy-in
Stage 1

Is your organization struggling with sales and marketing misalignment, leading to a low-quality MQL workstream, single-threaded deals, or missed opportunities? 

The traditional MQL model overlooks the bigger picture. According to Gartner, 83% of B2B software purchasing decisions are made by a committee. While shifting to a Buying Group strategy is key to engaging the entire decision-making team, gaining organizational buy-in to shift is often the biggest hurdle.

Drawing from Workiva’s experience as a real-world case study, this practical guide provides the steps to build organizational momentum for this transformation. 

You will learn how to:

  • – Frame the “why” and connect the Buying Groups methodology to critical business goals, including increased win rates and deal sizes. 
  • – Identify and engage key stakeholders through a collaborative discovery process to build a powerful coalition for change.
  • – Present compelling findings from historical data analysis and stakeholder interviews to gain advocates and sponsorship. 
  • – Illustrate the day-to-day impact of this shift and define the key metrics that will be used to measure success and move your organization forward.

Leave this session ready to champion a Buying Group transformation and drive meaningful results at your company.

Mikayla Wilson, Senior Data Analyst, Workiva

2:30 PM – 2:55 PM

Turning Fragmented Data into Deal Velocity
Stage 2

Fragmented data and inconsistent insights stall pipeline generation and slow deals. Avalara faced this challenge head-on, adopting a centralized data strategy to create a single source of truth for their go-to-market team to rely on. By democratizing the use of their own data and third-party with AI, Avalara enabled reps to move faster, target with precision, and focus on the right opportunities. In this session, Francis Brero, VP of AI Strategy at HG Insights and Mike Marek from Avalara will share how they transformed siloed data no matter the source into a unified view driving alignment, accelerating sales cycles, and fueling predictable growth.

Francis Brero, VP of AI Strategy, HG Insights

Mike Marek, Director of  GTM AI & Value Engineering, Avalara

3:15 PM – 3:40 PM

RevOps Doesn’t Stop at Closed Won: Building a Winning Post-Sales Process
Stage 1

Revenue Operations has traditionally focused on optimizing the sales funnel through deal closure, but this narrow scope leaves significant value on the table. Modern RevOps must extend beyond “Closed Won” to encompass the entire customer lifecycle, recognizing that post-sales activities are critical revenue drivers that directly impact expansion, retention, and long-term profitability.

This session explores how to build a comprehensive post-sales process that seamlessly integrates with existing RevOps frameworks. We’ll examine key components including customer onboarding optimization, health score monitoring, expansion opportunity identification, and churn prevention strategies. By implementing data-driven approaches to customer success, organizations can unlock hidden revenue potential through upselling, cross-selling, and reduced churn rates.

The discussion will cover practical implementation strategies, including cross-functional alignment between sales, customer success, and support teams, as well as the technology stack required to maintain visibility across the entire customer journey. Attendees will learn how to establish metrics that matter, create feedback loops between post-sales insights and pre-sales processes, and ultimately transform their RevOps function from a deal-closing engine into a comprehensive revenue growth platform.

Nicole Looker, Director of Revenue Operations, Rebuy

3:15 PM – 3:40 PM

Ghosted Again? AI & Empathy to Navigate the Buyer Journey
Stage 2

Getting ghosted isn’t only a dating challenge. It’s a symptom of a broken buyer journey. In today’s fast-paced, complex sales cycle, silence rarely means disinterest. More often, it’s a sign of misalignment, unclear value, or friction in the process. The most effective teams combine AI-driven insights with empathy to re-engage with stakeholders and move stalled pipeline into closed-won revenue. Attendees will learn real-word tactics on buyer enablement strategies, data-driven storytelling, and community signals to create urgency and build trust. You’ll leave with a practical framework for Sales, Marketing, and RevOps to implement immediately and drive results.

Nick Pallavicini, Founding Team, Stealth Start-Up

Christina Mitine, Senior Global Go-To-Market Leader, AWS

3:15 PM – 3:40 PM

Buying Groups Experts Answer Your Biggest GTM Questions
Workshop Room

Launching Buying Groups can feel daunting,  but you don’t have to go it alone. Join Amy Hawthorne (Forrester), Courtnie Luetke (Veeam), and Palo Alto Networks’ Jeremy Schwartz and Lauren Daley as they answer your toughest questions and help you move from stuck to strategic.

Whether you’re just getting started or looking to scale, this is your chance to:

 – Ask real questions and get expert guidance tailored to your stage

 – Hear how others are tackling the same hurdles you’re facing

– Workshop your ideas and walk away with tangible next steps

This session is open, unscripted, and focused on helping you make progress, wherever you are on your Buying Group journey. 

Amy Hawthorne, VP, Principal Analyst, Forrester

Courtnie Luetke, Sr. Director, Marketing Automation, Veeam

Jeremy Schwartz, Sr Mgr, Global Lead Management & Strategy, Palo Alto Networks

Lauren Daley, Director, Marketing Operations, Palo Alto Networks

3:45 PM – 4:10 PM

Decoding the Buyer Signal: Turning Intent into Revenue
Stage 1

Today’s revenue teams are flooded with data — but how do you distinguish noise from true buying signals? In this panel, leaders from 6Sense and UserGems will share how they uncover intent earlier, track key personas, and prioritize outreach based on real-time buyer behavior. Learn how to turn fragmented data into a connected view of your buyer’s journey — and act on it with precision.

Key Takeaways:

  • – How to operationalize anonymous signals and buying intent
  • – The role of AI in surfacing high-value accounts and contacts
  • – How top teams are using journey intelligence to boost conversion rates

Mike Madsen, Head of Revenue Operations, LeanData

Trinity Nguyen, CMO, UserGems

Chris Dutton, VP of Demand Generation and Marketing Operations, 6sense

 

3:45 PM – 4:10 PM

Tech That Sells: Automating Momentum Across the Funnel
Stage 2

In today’s complex sales environment, speed and efficiency can make or break your pipeline. Join leaders from Nooks, Subskribe, and Nektar as they share how automation, AI, and integrated tech stacks are helping GTM teams scale faster with less friction. From smarter prospecting to deal desk acceleration, this panel will showcase what it takes to keep every stage of the funnel moving in sync.

Key Takeaways:

  • – Tools and workflows that eliminate friction and manual work
  • – How AI is driving faster qualification, follow-up, and forecasting
  • – The anatomy of a modern, agile GTM tech stack

Cliff Simon, CEO and Founder, Polaris

Prakash Raina, Co-Founder, Subskribe

Randy Likas, Head of GTM, Nektar

Charlie Wiebe, VP of RevOps & Strategy, Nooks

4:15 PM – 4:40 PM

Post-Sale Power Plays: Aligning GTM Around the Full Customer Journey
Stage 1

The buyer journey doesn’t stop at the deal — it continues through onboarding, enablement, and expansion. In this session, Spekit and Gong explore how RevOps, Sales, and CS leaders are collaborating to create a seamless experience beyond the sale. Discover how internal alignment, knowledge sharing, and enablement tools are transforming how teams drive long-term growth and retention.

Key Takeaways:

  • – How to enable reps in real-time across the lifecycle
  • – Strategies for maintaining message consistency and customer context
  • – The impact of aligned insights across GTM, Enablement, and CS

Michelle Ji-Yeun Kim, RevOps Executive and WIR Board Member at Women in Revenue

Larkin Dahal, VP of Customer Success, Spekit

Craig Hanson, Sr Director of Market Strategy | GTM Strategy & Growth, Gong

4:15 PM – 4:40 PM

Shaping the Future of Revenue Operations
Stage 2

As the buyer journey becomes increasingly dynamic, data-driven, and AI-powered, Revenue Operations is stepping into a new era of influence. RevOps leaders are not only aligning strategy, systems, and signals across GTM teams, but also redefining what the function is responsible for and how careers evolve. In this panel, RevOps leaders will share perspectives on shifting mandates, emerging opportunities, and the new skills required to thrive in the future of go-to-market.

Key Takeaways:

  • – Understand the expanding scope of RevOps and how responsibilities are shifting from tactical alignment to strategic ownership of the buyer journey.
  • – How AI and real-time data are reshaping RevOps workflows, from journey intelligence to automated execution.
  • – Learn where GTM roles are headed and how RevOps is influencing the evolution of Sales, Marketing, and Customer Success. 

Michael King, Founder, King Recruiting

Christine Maxey, Director of Revenue Operations, Groq

Alana Ballon, VP of Revenue Operations, Sprout Social

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