OpsStars 2023 Agenda

9:30 AM

All attendees welcome

10:00 AM

Keynote: RevOps - Past, Present, and Future

With RevOps emerging on the scene in 2015, there have been no opportunities for history to repeat itself — no past corollaries for the downturn we’ve all been experiencing recently. RevOps is an ever-evolving practice with unlimited room for improvement as you connect people, processes, and technology. LeanData CEO Evan Liang will take the keynote stage joined by three noted revenue leaders, Jeff Serlin, Franco Anzini, and Christine Maxey, as they provide perspective and discuss the challenges and opportunities for RevOps during a downturn while keeping an eye on what the future holds for the practice.  

Attendee takeaways:

  • Gain a comprehensive understanding of RevOps’ journey from its inception in 2015 to its present state.
  • Discover the pivotal theme of perpetual improvement within RevOps.
  • Take away valuable strategies from seasoned industry leaders as they delve into the intricacies of RevOps during a downturn.

11:00 AM

Where Do You Go From RevOps? Advancing Your Ops Career Path

What does a successful career path in revenue operations look like? Learn from three former RevOps pros who advanced their careers into VC, executive leadership, and COO roles as they share the hallmark tenets of great operators, important skills and competencies, and what translates to the next level in a RevOps career journey.

Attendee takeaways:

  • Get a framework for several RevOps career paths.
  • Understand the knowledge and experiences essential to advancing your career.
  • Learn how to search and interview for your next RevOps role.

3 Ways to Protect Revenue and Preserve Customers

Join this session to hear how business leaders are reducing churn, getting ahead of risk, and cultivating a legion of loyal customers. The panelists will cover topics such as automation, using the right customer data, renewals cadences, and more. 

Attendee takeaways: 

  • Go inside the macroeconomic factors that are impacting value and purchasing decisions. 
  • Learn how to shift to a proactive model that sets clear value expectations and reduces churn.
  • Hear how leading companies are working with Ops teams to maximize customer lifetime value.

Optimization Over Consolidation: Why Tech Stack Consolidation in a Down Economy Isn't Always the Answer

In challenging economic times, it’s easy pointing to consolidation as the answer. However, the key to thriving lies in optimizing your existing tech stack that was chosen for a reason: to unite the collective force of marketing, sales, and customer success.

Attendee takeaways:

  • Delve into the issues of smaller inbound volume, reduced selling teams, and why consolidation doesn’t always equate to increased revenue.
  • Equip your revenue team with the tools and knowledge to thrive.
  • Learn how to orchestrate automation, maximize efficiency, and pave the way for success in a down economy.

11:30 AM

The Reports Your CMO Wants to See

In today’s data-driven landscape, the CMO’s dashboard is more than a collection of metrics; it’s a strategic tool for growth. Come learn the essential metrics and reports that top CMOs use to drive pipeline and revenue growth in 2024.

Attendee takeaways:
  • Key Performance Indicators (KPIs): From pageviews to conversion rates to pipeline, discover the metrics that matter.
  • RevOps Alignment: Learn how to integrate marketing data with RevOps to drive cohesive business strategies.
  • Actionable Insights: Discover innovative strategies to turn your analytics into strategic action.
Whether you’re a CMO or an operations professional, this session offers a future-oriented and engaging look into the reports that guide and justify your go-to-market strategy.

Secrets Behind Cultivating a High-Performance GTM Culture

Especially in uncertain times, driving the right behaviors and outcomes is crucial for business success. But sustaining a high-performing GTM culture that consistently delivers revenue results, no matter the macroeconomic environment, is easier said than done. Join CaptivateIQ‘s Nate Broome, Brian Via and Tiffany Brown to hear real-world examples of how to keep your team energized and motivated by cultivating a GTM culture that’s set up to thrive in any circumstance
Attendee takeaways:
  • The secrets behind building — and maintaining — an A+ GTM team.

  • Actionable steps for how to evaluate performance and identify areas of improvement.

  • How the right incentive compensation strategy can help sustainably motivate reps and drive reliable revenue results.

12:00 PM


12:30 PM

Building Blocks of Revenue: A Hands-On Guide to Designing Your Waterfall Model

In the dynamic realm of sales and marketing, achieving revenue targets demands more than just intuition—it requires a structured approach that marries historical data with forward-thinking strategy. This session offers a comprehensive dive into designing a tailored waterfall model, starting with the foundational bookings plan, integrating historical pipeline data and close rates, and finally setting precise pipeline goals for upcoming quarters. By melding art and science, this hands-on guide sets you on the path to predictable and sustainable revenue growth.

Attendee takeaways:

  • Grasp the importance of anchoring your waterfall model to a clear bookings plan, laying the foundation for all subsequent stages.
  • Harness the power of historical pipeline data and close rates to inform and shape your tailored waterfall model.
  • Discover how a blend of analytical rigor and strategic foresight enables you to set actionable pipeline goals.

Route Your Way to More Website Pipeline

Your website is filled with untapped pipeline potential. Every day, qualified buyers are landing on your site but if it isn’t fully optimized for conversion – or worse, your operational processes have qualified leads falling through the cracks – then you are leaving money on the table.
Attendee takeaways:
  • Learn how you can use a routing platform, like LeanData, with a pipeline generation platform, like Qualified, to fix your “leaky” lead and pipeline bucket.
  • Know which areas of your website can be optimized to convert more target account traffic into leads.
  • How to utilize LeanData routing to make sure reps aren’t wasting time on low intent or miss-routed leads.

1:00 PM

Keynote: The #1 Secret to RevOps’ Success: Transforming the Buyer and Seller Journey

If you know you know — organizations that have a strong RevOps function achieve more success, drive results more consistently, and create a better experience for both buyers and sellers. How can you position your RevOps organization to create this impact? What is the secret to making the sales experience better for your revenue team?

In this keynote session, you’ll hear from Jake Goldfield, David Obrand, and Ellie Fields on how to understand the strategic role RevOps plays, offer great experiences to your customers, and get the visibility and common data set you need to make a positive impact on your business.

2:00 PM

Busting Silos: Snowflake’s Unified, Account-Based Motions at Scale

Through a combination of account prioritization, digital advertising and highly targeted SDR prospecting, Snowflake experiences 2X to 4X increases in SDR efficiency. Hear from Travis and Hillary as they describe a unique approach to account-based marketing they’ve coined “One-Team GTM.” Learn from Travis and Hillary as they share plays and strategies from their recently published book, Busting Silos.

Attendee takeaways:

  • Learn how to activate sales and marketing as one go-to-market team,
  • Gain an understanding of the tactics that make account-based marketing successful at scale.
  • Understand how to use data to orchestrate revenue plays.

How to Design and Execute a Rock-Solid AI Strategy That Drives Results

It’s time to go from theory to action. In this session, you’ll hear a thoughtful approach for weaving AI into your strategic planning. Rebby John (Salesloft’s Senior Director of Sales Engineering) is set to tackle the common questions and considerations surrounding AI — based on Salesloft’s unique perspective as an innovator in the category.

Attendee takeaways: 

  • Learn how to evaluate AI tools and ensure they meet your team’s needs.
  • Discover tactical use cases for streamlining your GTM operations strategy.
  • Find out how AI increases efficiency and improves revenue workflows.

Strategy Mindshare for GTM Ops

In this hands-on workshop, you’ll collaborate with your peers and explore what good looks like for GTM Ops from a wide variety of like minded professionals. Learn how you can identify gaps in your revenue process, get ahead of risks, increase team alignment, and encourage buy-in across your organization. 

Attendee takeaways: 

  • Learn how your peers are approaching common Ops challenges.
  • See what good looks like and pinpoint potential blind spots.
  • Access our “strategy pack” to inspire future team discussions.

2:30 PM

"Growth at Any Cost" Is a Path to Failure. You Need Quality Revenue—Here's How

For years, the mantra was to book any deal, at any cost, and just show the revenue growth. That model is now outdated as Boards want to see quality, profitable revenue. All deals are not created equal, and you should incentivize your sales team to focus on quality.

Attendee takeaways: 

  • Why it’s no longer enough to chase the most revenue, to grow at all costs even if you aren’t profitable.
  • Why it’s no longer enough to manage complex (and costly) revenue calculations on clumsy, error-prone spreadsheets.
  • Why it’s no longer enough to blindly call the ball on your forecasts and white-knuckle it through the year hoping you were right.

These approaches might have worked for your predecessors, but today, we have the technology and tactics to push well beyond that. A quality revenue operation is the engine that drives your business, and most organizations don’t give their revenue operation the attention it deserves. In this sprint of a talk, we will cover how you can measure and motivate to achieve quality revenue.

Turning Process into Power: The Next Big Play for RevOps

In a brutal selling environment, nailing your revenue processes is now a non-negotiable. But with the right toolset, RevOps leaders can streamline and accelerate processes, driving their GTM teams to success — without a massive tech-stack shakeup.

Listen as Rattle CEO Sahil Aggarwal is joined by James La Rheir, Director of Global Sales Operations at GridGain and 18-year operations veteran to discuss the pains of the previous world of RevOps.

Attendee takeaways:
  • The full RevOps lay of the land currently
  • Why the pain has been so self-reinforcing
  • What’s changed between the old way of working in Revenue Operations and the new modern era

3:00 PM

The Impact of Generative AI on Ops Roles

Are you prepared to incorporate generative AI into your Sales organization? Is now the best time to join the GenAI movement? Learn from Karan Singh and Craig Rosenberg, two experienced revenue leaders, as they share their investigation into the generative AI landscape. 
Attendee takeaways:
  • Learn how to educate yourself on AI platforms
  • Understand the two categories of AI tools currently on the market
  • Gain an understanding of how AI may be a disrupter to your product roadmap

Next-Level GTM: Tactical Tips for Personalized Buying Experiences

When you have your marketing, sales, operations, and partnerships teams all marching in the same direction, you’re sure to pull off an impressive show. In this session, you’ll find hot takes, actionable takeaways, and thought-provoking answers that will help you innovate on your go-to-market strategy to deliver more personalized buying experiences, even amidst turbulent economic conditions.

Attendee takeaways: 

  • Develop buyer journeys that span all of your channels.
  • Align your GTM teams through a data-based approach.
  • Deliver personalized buying experiences designed for engagement.

Come on Barbie, Let’s Go Party… with Better Data Activation, Process Benchmarking, and Automation

Do you treat your data and processes like you live in Barbieland, where everything is perfectly curated and the same? All successful Barbies and Kens must understand the proper framework to evaluate their GTM processes.

Join us for a whimsical experience where we unravel the mysteries of pipeline generation. In a fiercely competitive market, where you’re fighting for shelf space  — and tools seem to multiply like sparkles — it’s time to infuse your strategy with a dose of Barbie’s attitude. GTM leaders from LeadIQ, LeanData, and some fabulous guests (revealing soon) are happy to take you on a ride to better pipeline frameworks. “Are you ready?” “Sure, Ken!”

Attendee takeaways:

  • Learn how to activate your contact data and what buying signals you should leverage and trust.

  • Understand the importance of mapping your prospecting and pipeline generation processes, find bottlenecks and “swivel chairs”, and optimize these processes for speed and effectiveness.

  • Dive into endless possibilities of automating aspects of your prospecting and pipeline processes that are time-consuming and low-value.

3:30 PM

OpsStars Unplugged: Navigating the Revenue Engine in Turbulent Times

We are excited to present a panel discussion with two OpsStars, moderated by LeanData’s Senior Director of RevOps, Christine Maxey. They’ll discuss their experiences navigating the current business climate when evaluating various pieces of the revenue engine and how the “do more with less” mentality can actually be a blessing in disguise. An audience favorite every year, you can expect an honest discussion and helpful insights for all ops pros today.

Fireside Chat with NCR: Successfully Navigating Change in the Enterprise

Tech advancements, trends, and market shifts are happening fast (looking at you, AI) and organizations are doing their best to adapt. But the ability to translate business requirements to the ever-shifting IT side of the house isn’t easy. During this session, Amanda Morrell (Senior IT Salesforce Leader at NCR Corporation) will share how she successfully navigates change amidst the dynamic IT environment across multiple industries — so you can, too.

Attendee takeaways: 

  • Hear how Amanda’s team is guiding a large organization through IT-driven transformations.
  • Learn how to move technology forward while also maintaining holistic team growth.
  • Get tips for unifying stakeholders around a common use case that solves across industries.

4:00 PM

The Next RevOps Revolution: AI and Data Science in Revenue Plays

Ari and Kelly, representing NVIDIA’s Revenue Marketing team, will take the OpsStars stage to share their experience in leveraging AI and data science for revenue play efficiency, scaling, and ROI. Learn how NVIDIA’s team of data scientists interpret the signals that feed into tying all things to revenue for a clearer lens in identifying buying groups in ready-to-engage accounts. Ari and Kelly will highlight the iterative process of collecting feedback, analyzing metrics, and making data-driven changes to optimize and align cross-org efforts. This session offers practical recommendations, addresses potential roadblocks, and highlights the role of a revenue team in enacting transformational change.

Attendee takeaways:

  • Understand the role of and need for data scientists on a marketing team.
  • Learn how to use data to execute different go-to-market plays.
  • Gain an understanding of the iterative process and feedback loop between data science teams and revenue teams.

SAVE vs SPEND: A Growth-Oriented Approach to Tech Decisions for Revenue Operations

Technology silos are a problem for many organizations, impacting top and bottom line results. Join sales leader Tim Miller and marketing leader Nicole Schnell of Shift Paradigm as they discuss ways companies are gaining competitive advantage using technology in today’s marketplace. Checkout Shift Paradigm’s Tech Navigator and turn business insights into growth opportunities.

Attendee takeaways:

  • Hear how marketing and sales leaders are hashing out the save vs spend dilemma.
  • Learn how to reduce silos to drive better results and gain a competitive advantage. 
  • Uncover a unique growth mindset that can help you make smarter technology decisions.

Ecosystem-Led Growth: Integrating RevOps Strategies with Partnerships

Partnerships are the driving force behind modern revenue generation, projected to account for over 70% of technology spending in 2023—outpacing direct sales.In this workshop, we will uncover innovative ways to align the power of Ecosystems and RevOps to reduce friction, enhance efficiency, and unlock hidden sales plays. Discover how to seamlessly integrate partner data into your sales processes and equip your teams with the insights they need to drive ecosystem-led growth.
Attendee takeaways:
  • Understand the importance of aligning your RevOps and Partner teams.
  • Gain insights into automation techniques to maximize the potential of your ecosystem.
  • Learn to repurpose existing sales tools to support and amplify revenue growth,

4:30 PM

From Insights to Actions: How AI is Redefining Revenue Operations

If a SaaS company doesn’t have AI in their description in 2023, does it even exist? Ok, all jokes aside, the bridge between data-driven insights and actionable strategies is more crucial than ever for RevOps teams. In this session, Pete Kazanjy (Co-Founder & CRO @ Atrium, Founder @ Modern Sales Pros) will elaborate on the transformative role of Artificial Intelligence in Revenue Operations. As the traditional boundaries of the revenue function blur, AI emerges as the catalyst driving seamless integration and optimized decision-making.

Attendee takeaways:

  • Gain a comprehensive understanding of how AI tools and techniques are reshaping the RevOps framework.
  • Discover actionable strategies to harness the predictive power of AI, turning insights into tangible outcomes.
  • Explore real-world case studies where AI-driven RevOps strategies led to game-changing results.

Join us to unearth the future of RevOps, where AI not only offers insights but empowers RevOps to quickly take action.

Collaboration Station: RevOps and Enablement

In this panel discussion with operations and enablement leaders, you’ll learn best practices on improving handoffs, achieving tight alignment, and capitalizing on joint opportunities to achieve sustained growth and revenue.

Attendee takeaways: 

  • Hear best practices for integrating enablement within your RevOps framework.
  • Learn which pitfalls to avoid so you can accelerate revenue.
  • Discover how to create an effective feedback loop for data-driven sales.

5:00 PM

Pipeline Summit Live! at SFMOMA, hosted by Qualified

Join us for a fun and engaging evening event on the Rooftop Garden at the SFMoMA. Guests will enjoy cocktails, content and networking. Attendees must register here.