Building Automated Revenue Dashboards with Elizabeth Medlicott, Director of Marketing Operations at Model N

Building Automated Revenue Dashboards with Elizabeth Medlicott, Director of Marketing Operations at Model N

Elizabeth Medlicott, Director of Marketing Operations at Model N

In this episode, Rachael is joined by Elizabeth Medlicott, Director of Marketing Operations at Model N. Elizabeth has over a decade of experience in marketing operations, primarily in B2B software, for enterprise, mid-market, and start-up businesses, including public and unicorn companies. She is skilled in Marketo, SFDC, ABM, data migration, data management, and various marketing/sales tech stack tools. Model N was also a finalist for a 2021 OpsStars Award for Digital Transformation.

In today’s episode, Elizabeth shares how to build a revenue dashboard. In doing so, removing huge operational burdens on MOPs by automating reports and improving the speed and access to critical business information.

Key Highlights:

01:29 – 06:42 – Growing Step by Step – Elizabeth started her career over 10 years ago as a general marketing intern at EMC, where she gravitated towards the operations function. Since then she has worked for companies such as InsideView, Apptus, Rainforest QA, and People.ai. Throughout her career she has intentionally sought out mentors and opportunities in companies with strong Operations leaders.
06:43 – 13:41 – Building Dashboards and Automating Processes – At Model N, Elizabeth’s team is responsible for reporting on all revenue metrics across the company. Having faced some challenges, they started building dashboards and automated these processes. Their goal was to use a BI tool and automate capturing, add data changes, and adjust the reports to ensure that the executive leadership team could have the data they needed.
13:42 – 15:59 – Setting Time Frames – For Model N, the initial step in this project took about a quarter. First, Elizabeth had to understand gaps to build a business case to buy Tableau. It took buy-in from management and executive leadership to get not only budget but the appropriate resources to work on the project. Once Tableau was purchased and implemented, they built the V1 view. Then they audited the data for a couple of weeks. From there, they have continued to make iterations.
16:00 – 18:27 – Dashboard Benefits – Using automated dashboards allows the team to flag data inconsistencies easily. It also offers real-time and accurate insights into specific challenges, is a huge time saver, and reduces human errors significantly.
18:28 – 23:24 – Working With CS2 – Elizabeth collaborates with CS2 on various projects due to their experience and expertise in different business areas, including marketing and sales ops.

Who Would Elizabeth Like to Take For Lunch in the Ops World?

Darrell Alfonso, Global Marketing Operations at AWS

Episode Resources

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Rate & Review OpsStars Podcast

“These are definitely critical reports for us and maintaining their accuracy is super important because we’re making business decisions off of it daily.”

Elizabeth Medlicott, Director of Marketing Operations at Model N

“MOPs leaders are the next CMOs because they have that visibility into what’s working, what’s not working, and the structure of how to set yourself up so you can be able to track those campaigns and move the needle.”

Elizabeth Medlicott, Director of Marketing Operations at Model N

“If there are changes within Salesforce and they’re not communicated, you’ll lose opportunities to make sure everybody’s looking at the same type of report. The more I can prove that out and the value of it, the more people will be on board in a single place.”

Elizabeth Medlicott, Director of Marketing Operations at Model N