Explore every episode of the podcast Cooking up GTM
| Title | Pub. Date | Duration | |
|---|---|---|---|
| Clay Partnership Announcement, Build vs. Buy in the AI Era?, Has AI Changed the GTM Job Market? | 09 juil. 2026 | 00:39:54 | |
We’re back from our short hiatus with a fun announcement! We’re now Studio Level Clay Partners! This week, we discuss our Clay partnership and how it came to fruition. Then we dive into 2 topics we’ve touched on before to see how our opinions have changed. First, when should you build v. buy in the AI era? Second, how has AI changed the job market? We’re planning on bringing on some guests soon, so if you or someone you know might be interested, we’d love to hear from you! 00:00 Intro 5:00 Clay Partner Announcement 15:48 Build v. Buy Debate 30:38 How AI has Changed the GTM Job Market | |||
| How to Manage AI Token Spend, Testing Hubspot’s SDR Avatar, CS2’s New Job Opening | 11 juin 2026 | 00:43:05 | |
We’re back with some hot topics in GTM! This week we discuss something that’s been on everyone’s mind lately: AI token and credit spend. How do you choose the right tool and model for the job? Do you *really* need AI for that deterministic workflow? Then we test Hubspot’s AI SDR Avatar and see how things have changed since the last time we reviewed an AI Avatar. Lastly, we plug a great job opportunity… One right here at CS2! We’ll see you there. This week: 00:00 Intro 01:27 How to manage AI token/credit spend in GTM 20:48 Testing Hubspot’s AI SDR avatar 39:00 CS2’s new job opening Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| ZoomInfo’s new GTM.AI, Clay’s Latest Updates, Can Marketo Turn the Ship Around and Embrace AI? | 04 juin 2026 | 00:56:49 | |
We have another guest this week! Our GTM Engineering Lead, Xander Broeffle joins us for a conversation on various tools and tech and how they are adapting in today's market. First, could Zoominfo be back from the dead with their new GTM.ai? Can agents find this data without ZI or does ZI have an edge? Then, Xander covers some Clay use cases we've been seeing in clients and discusses recent updates. Finally, can Marketo turn the ship around and release actually useful AI features? Let's dive in! This week: 0:00 Intro 5:00 ZoomInfo’s new GTM.AI 21:05 Clay Updates 39:30 Can Marketo Turn the Ship Around? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| Are CEOs Delusional About AI?, Using AI for Revenue Planning, Vibe Coding a CRM? | 28 mai 2026 | 00:57:21 | |
This week, we're lucky to be joined by our Chief Analyst and Architect, Alison Rouse! In the bulk of this episode, Alison walks through how she's used AI for revenue planning for our clients. Together, Charlie, Crissy, and Alison also review 2 social media posts touching on what is *actually* possible with AI v. what the expectations are from leadership. This week: 0:00 Intro 0:33 Are CEOs Delusional About AI? 15:44 Using AI for Revenue Planning 47:43 Vibe Coding a CRM? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| Does AI Need Good Data? & 6 AI Use Cases | 21 mai 2026 | 00:48:50 | |
Fresh out of 2 recent events, Charlie and Crissy are excited to share some tangible AI Use Cases. After a quick review of events and the current state of GTM content, Charlie and Crissy discuss how good data is foundational to how AI works. Then they dive into 6 concrete AI use cases: 3 that we've implemented for our clients, and 3 that we've been using in our own internal operations. This week: 00:00 Intro 05:37 Does AI Need Good Data? 15:31 3 Client AI Use Cases 34:51 3 Internal Ops AI Use Cases Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| Impact Summit Takeaways, Does It Matter Where GTMEs Report?, Every AI Tool Wants to be the Agent Hub | 14 mai 2026 | 00:44:51 | |
We're back at in-person events! This week, Crissy starts by discussing her main takeaways from Winning by Design's Impact Summit. Then, Charlie shares a LinkedIn post that brings up a familiar argument: Where should GTMEs sit on your team? Does it even matter? Lastly, they cover why every tool is trying to own the agent layer of AI, a topic that has been becoming impossible to ignore in the GTM World. This week: 00:00 Intro 00:10 Impact Summit Takeaways 15:05 Where Should GTMEs Sit? 31:00 Everyone Wants to be your Agent Hub Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| Can AI Really do More with Less Time?, Clay v. Claude Code, Replace Scoring with Signals? | 07 mai 2026 | 00:39:29 | |
This week, Crissy and Charlie discuss some hot topics in AI, starting with a question on everyone's mind: does using AI mean fewer employees, or more? Next, they tackle two debates happening in the GTM space. First up: Do you still need Clay if you have Claude Code? Then they make the case against sending "scored-up" MQLs (except hand-raisers) to sales based on analysis CS2 has done for all of their clients over the years, and what they would do instead. This week: 00:00 Intro: We're back to In-Person Events! 01:52 Can AI Really do More with Less Time? 11:18 Clay v. Claude Code 27:05 Replace Scoring with Signals? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| Salesforce's "Headless" CRM, Our AI Maturity Framework & an Account Research Example | 30 avr. 2026 | 00:46:03 | |
Hot take: not every AI use case needs an autonomous agent. This week, Charlie and Crissy are unpacking Salesforce's new "headless" CRM. Then, they walk through CS2's AI Maturity Framework, grounding it in a real-world account research example. Our biggest takeaway? Stop thinking about AI maturity at the company level and go use case by use case. The most complex solution isn't always the right answer. This week: 00:00 Intro 00:43 Salesforce's "Headless" CRM 15:30 AI Maturity Framework & Account Research Example 38:01 How to Decide Which Maturity Level to Use Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| The Current State of AI in GTM, AI for Data Analysis, and Why a Job Posting is a Sales Signal Gold Mine | 28 avr. 2026 | 00:31:31 | |
After almost a year off the podcast, we’re back. We just couldn’t hold in all our thoughts on AI in GTM any longer so we are bringing back the podcast under the “Cooking Up GTM” umbrella (Crissy’s weekly newsletter). Expect weekly GTM AI news, candid discussion on what is working (and not working) in GTM right now, walk-throughs of use cases we are deploying for clients, interviews, and a lot more. GTM is changing and we’re on the front lines with clients every day, making sense of it all. Come hang with us. This week: 00:00 Why we're back to podcasting 10:08 Current State of AI in GTM 18:10 Using AI for Data Analysis 28:05 Using Job Descriptions for Buying Signal Data Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| An Update on The Podcast | 22 sept. 2025 | 00:11:24 | |
After an incredible run, we’re wrapping up the Revenue Growth Architects Podcast. Along the way, we’ve had meaningful conversations, explored big ideas, and hopefully helped you feel a little more confident navigating the complex world of marketing ops, RevOps, and GTM strategy. Thank you to every listener who tuned in, shared an episode, or sent us feedback. Your support has meant the world. We’re stepping back from the podcast to focus our energy on share content on Linkedin and Youtube. So, while the mic might be off for now, this isn’t goodbye forever. Keep following along: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Ops Projects You Need to Complete Before Using AI | 15 sept. 2025 | 00:15:13 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Ops Projects You Need to Complete Before Using AI Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Sales Data in Multi-Touch Attribution - Yes/No? | 08 sept. 2025 | 00:05:28 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Q&A: Should you be tracking sales touchpoints in multi-touch attribution? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| 5 "Best" ABM Stats? | 01 sept. 2025 | 00:14:01 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! GTM or GTFO: 5 "Best" ABM Stats? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Maturity Model for Reporting | 25 août 2025 | 00:29:06 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Maturity Model for Reporting: Demystified reporting Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Is Campaign ROI Worth It? | 18 août 2025 | 00:10:32 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Is Campaign ROI Worth It? How to get campaign-level ROI reporting Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| When is Data Quality Good Enough? | 11 août 2025 | 00:08:14 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! Q&A: When is data quality good enough? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| How to Handle Conversion Rate Data the Right Way | 04 août 2025 | 00:09:25 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! How to Handle Conversion Rate Data the Right Way Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| 5 Data Issues That Will Confuse AI | 28 juil. 2025 | 00:20:56 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! 5 Data Issues That Will Confuse AI Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Live Call from an AI SDR | 21 juil. 2025 | 00:11:15 | |
We're taking a little break this summer while Charlie and Crissy are out recharging on vacation, but that doesn't mean the content stops! While we plan some more episodes for when they return, we’re revisiting some of our favorite podcast moments from the past. Whether you're new here or a longtime listener, it’s a great time to catch up, reflect, and maybe even hear something you missed the first time around! We got a AI SDR to call us... But is it any good? Listen to our reaction and let us know what you think! Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| GTMOps Propaganda We Aren't Falling For | 14 juil. 2025 | 00:40:16 | |
00:00 Intro 01:09 GTMOps Propaganda We Aren't Falling For Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Hubspot ChatGPT Integration - Any Good?, Are Finance Teams Too Deterministic? | 30 juin 2025 | 00:25:28 | |
00:00 Is the Hubspot ChatGPT Integration Any Good? 13:56 Are Finance Teams Too Deterministic? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Ops Projects to Complete Before AI, Working with Sales Ops & IT, CS2's Onboarding Assessment | 16 juin 2025 | 00:46:48 | |
00:00 Intro 00:17 Ops Projects You Need to Complete Before Using AI 15: 25 How to Work Efficiently with Sales Ops & IT 27:45 CS2's Onboarding Assessment Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Why Most “Simple” GTM Ops Projects Aren’t Simple | 12 mai 2025 | 00:28:33 | |
On today's episode Charlie and Crissy are discussing how they have been seeing an uptick in companies wanting to take on more GTM Ops projects and invest in their GTM Ops foundation. Then they discuss how many stakeholders request "simple" projects from the GTM ops team or from consultants and why those simple projects really aren't simple. Atleast, for most organizations. | |||
| 5 Data issues that will confuse AI, Should we Use the Title GTM Engineer?, How to Handle Conversion Rate Data the Right Way | 31 mars 2025 | 00:41:46 | |
00:00 5 Data Issues That Will Confuse AI 21:00 Should We Use the Title GTM Engineer? 32:21 How to Handle Conversion Rate Data the Right Way Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Fitness Test for GTMOps, Should You Attend In-Person Conferences?, Tools for AI Data Normalization | 17 mars 2025 | 00:43:46 | |
00:00 Intro 3:55 Fitness test for GTMOps 30:13 Should you attend in-person conferences? 37:33 Tools for AI data Normalization Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Maturity Model for Reporting, Testing ChatGPT Operator, When to Rip & Replace Your Ops Processes? | 03 mars 2025 | 00:54:56 | |
00:00 Intro 01:47 Maturity Model for Reporting 30:57 Testing Chatgpt Operator 47:34 When to Rip & Replace Your Ops Processes? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Where do GTM Ops Projects Go Wrong?, 5 "Best" ABM Stats, Is Campaign ROI Worth It? | 17 févr. 2025 | 00:48:54 | |
00:00 Intro 00:15 Where do GTM Ops Projects Go Wrong? How to identify issues and suggestions for reducing complexity 24:30 GTM or GTFO: 5 "Best" ABM Stats? 38:27 Is Campaign ROI Worth It? How to get campaign-level ROI reporting Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Deep Dive on Clay, Analyzing Marketing Data with Deepseek, Sales Data in Multi-Touch Attribution - Yes/No? | 03 févr. 2025 | 00:45:32 | |
00:00 Introduction 00:19 Deep Dive on Clay: What you need to know and a realistic approach to using this tool in your org 27:32 GTM or GTFO: Analyzing marketing data using Deepseek 40:05 Q&A: Should you be tracking sales touchpoints in multi-touch attribution? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| 2025 GTM Predictions, AI Email Personalization Worth It?, What is "Good Enough" Data Quality | 20 janv. 2025 | 00:45:15 | |
00:00 Introduction 00:37 Our Predictions for GTMOps in 2025 26:33 GTM or GTFO: Is AI email personalization worth it? 37:01 Q&A: When is data quality good enough? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| BI Tools Making GTM Data Issues Worse?!, Incrementality Reporting for B2B, 5 Qs on Our Custom Object | 16 déc. 2024 | 00:46:12 | |
In this episode, we dive into some nitty-gritty GTM data/reporting challenges! From why BI/Warehouse infrastructure might be failing your reporting needs (and possibly making things worse) to exploring the buzz around incrementality reporting for B2B. Plus, your burning questions on custom object funnel tracking and our Salesforce package are answered. 00:00 Introduction 01:12 How a BI/Warehouse setup often doesn't solve your GTM data/reporting issues (and in fact can make them worse) 19:30 GTM or GTFO: Incrementality reporting. What is it? Is it effective? Should you do it for B2B? 39:00 Answering audience questions about our custom object funnel tracking methodology and Salesforce package Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Demo of CS2's Custom Object Funnel Tracking, Live Call from an AI SDR, When to Buy an ABM Platform | 02 déc. 2024 | 00:43:36 | |
Charlie and Crissy run through a live demo of our custom object funnel tracking method in Salesforce, chat to an AI SDR live on the podcast, and discuss when you should and shouldn't buy an ABM platform. 00:00 Intro 02:27 Live Demo of Our Funnel Object Tracking: we walk through a screen share of our custom object funnel/lifecycle/pipeline method and show a few use cases (Here is the link if you want to watch the demo on Youtube https://www.youtube.com/watch?v=BUuOBmysM4U) 25:14 Live Call from an AI SDR: we get a AI SDR to call us, any good? Listen and see for yourself 36:29 When to Buy an ABM Tool: we explore a Linkedin comment question on when to buy a ABM tool Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ | |||
| AI is Taking SDR Jobs, "Founder Brand" For Everyone?, Nurtures Are Dead (Or Are They?) | 11 nov. 2024 | 00:36:15 | |
00:00 Intro 00:58 AI is Taking SDR Jobs, we're seeing it across clients. Is it good/bad and what are the implications? 17:52 Is "Founder Brand" For Everyone? Should all CEOs be public personas? 27:11 Nurtures are dead (or are they?) and what is the current state of nurturing in 2024/25? | |||
| Is Attribution data divisive? Can you measure EVERYTHING? Is the term “funnel” dead? | 28 oct. 2024 | 00:42:00 | |
00:00 Introduction 01:01 Is Attribution data divisive? Is it the data's fault or is it a people problem? 21:26 GTM or GTFO: reacting to a video on measurement 31:18 What term should we use: funnel, lifecycle, pipeline or something else? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Escalating Ops Complexity, Linkedin Beef GTM Strategy?, When To Create SFDC Opportunities | 14 oct. 2024 | 00:48:01 | |
00:00 Introduction 01:02 GTM/Marketing/Rev Ops is Escalating in Complexity 18:12 Is Linkedin Beef a good GTM Strategy? 31:50 When in the sales process should you create an Opportunity? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Breaking Down Funnel Attribution vs. Multi-Touch Attribution | 30 sept. 2024 | 00:44:53 | |
00:00 Intro 01:16 Funnel Attribution vs. Multi-touch Attribution 11:32 How to avoid the credit game drama between marketing and sales 17:59 The different biases 20:49 The data structure needed for each type 30:34 Which type to start with 34:33 Can you use multi-touch attribution data for funnel metrics reporting? Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Optimizing GTM Operations | RevOps Champions Podcast | 23 sept. 2024 | 00:59:28 | |
Check out Charlie's latest chat with the crew from the RevOps Champions podcast. They talk about: - What is GTM Ops - The unfulfilled promise of RevOps - Data, reporting, and attribution - And lots more! Hear more from us: Subscribe to us on Youtube! Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Unifying Your GTM Data (Across Different GTM Motions) | 03 sept. 2024 | 00:06:02 | |
Struggling to get a complete view of your different GTM motions and their performance? You can report on marketing MQLs ok, but not on Outbound, Partner, Account-Based, or Customer Expansion? Crissy breaks down unifying your GTM data and shows a couple examples. Want to see what she is sharing? Check out the YouTube video here: https://youtu.be/Nlm6qL7dwQY Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| UTM Mistakes, Funnel Custom Object Learnings, Ops Leadership Comms Advice | 19 août 2024 | 00:42:41 | |
00:00 Intro 01:35 The biggest UTM mistakes companies make 13:59 What we have learned deploying 15 Lifecycle/funnel custom objects into complex B2B SaaS Salesforce environments 30:38 How to level up how you communicate and interact with leadership if you're in GTM Ops Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| A Primer on GTM Operations | Crissy On The Founder-Led Marketing Show | 12 août 2024 | 00:46:17 | |
Crissy sat down with Finn on The Founder-Led Marketing Show and had a wide-ranging conversation on: - How to Build a GTM Ops Team - How to Track a Buyer Funnel - How to Build Unified Reporting - And lots more! Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Why CMOs/CROs Need to Focus on GTM Operations (5 Reasons) | 05 août 2024 | 00:04:37 | |
If you're leading any of the GTM teams (marketing, sales, customer success) this is for you. Or if you're working in these teams (or in an ops team) and need to get leadership onboard with focusing on GTM ops send this video to them today. 00:00 Intro 00:06 Top 3 CMO Struggles 00:21 Top 3 CRO Struggles 00:30 The pains and GTM Ops focus 01:20 1st reason 01:59 2nd reason 02:14 3rd reason 02:46 4th reason 03:21 5th reason Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Should You Build A Person Funnel Before an Account Funnel? | 29 juil. 2024 | 00:04:09 | |
Account-Based Marketing has been the rage for several years now. And over and over again we see leadership pushing the teams to operationalize an Account Funnel while underinvesting in the Person Funnel. This isn't the way. For 3 reasons. And Crissy breaks down why. 00:00 Intro 00:27 First Reason 01:35 Second Reason 02:48 Third Reason Hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| ABM or Account-Based Ops, New Outbound/AI Tech, What is GTM Operations? | 22 juil. 2024 | 00:49:43 | |
We're back with Charlie, Crissy, and Xander discussing some of the biggest questions in B2B SaaS GTM. 00:00 Intro 00:27 Discussion on the newest outbound tools (e.g. Clay) 18:54 What people get wrong with ABM and how we define ABM vs. Account-Based Operations 37:49 Our new Go-To-Market Operations Framework Hear more from us: Subscribe to us on Youtube: https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| Tracking the entire GTM funnel end-to-end | RevOps Lab Podcast | 08 juil. 2024 | 00:36:55 | |
Charlie joins the RevOps Lab podcast to talk about tracking funnel metrics across the entire marketing and sales funnel. What you’ll learn in this episode: - How a CRM can help you with tracking and if it is the only source of truth - Which potholes to avoid - How the reporting is done with a custom object https://www.linkedin.com/in/charliesaunders/ RevOps Letter: https://www.getweflow.com/revopsletter Janis on LinkedIn: https://www.linkedin.com/in/philippstelzer/ Philipp on LinkedIn: https://www.linkedin.com/in/janiszech/ Weflow: https://www.getweflow.com/ | |||
| Your Hubspot or Marketo Needs a Centralized Lead Management Process | 24 juin 2024 | 00:12:42 | |
Stop the chaos! Why is it that every marketing automation platform we audit, whether it's Marketo, Hubspot, or Pardot, has every automation firing at once? Why is it that the order of operations is never factored in, so there are sync issues, routing issues, and super slow speed to lead? Well, it's because few people realize that you need to architect Marketo, Hubspot, or Pardot in a particular way. Xander will explain all in this episode. If you want to hear more from us: Subscribe to us on Youtube https://www.youtube.com/channel/UCN-x5u0G03LWmU0Ds_4zR8w Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xander on LinkedIn: https://www.linkedin.com/in/xanderbroeffle/ | |||
| A Scalable Solution to B2B Funnel Tracking | RevOps FM w/ Justin Norris | 17 juin 2024 | 00:49:43 | |
Every B2B company has a funnel tracking process. And quite often, that process is seriously limited or broken. Leads get lost, data is inaccurate, and businesses struggle to produce insights and accurate reporting. I've seen this first hand, and so has this week's guest - Charlie Saunders. We've both spent years as consultants fixing broken funnels. In this episode, we talk about the many reasons funnel tracking goes wrong and dive deep into the architecture of the scalable solution Charlie's team has developed. Check out more episodes of Justin's podcast here: https://revops.fm/ If you want to hear more from us: Subscribe to us on Youtube! Subscribe to our newsletter here: https://www.cs2marketing.com/revenue-growth-architects#subscribe-to-newsletter Follow Crissy on LinkedIn: https://www.linkedin.com/in/crveteresaunders/ Follow Charlie on LinkedIn: https://www.linkedin.com/in/charliesaunders/ Follow Xanderon LinkedIn: lhttps://www.linkedin.com/in/xanderbroeffle/ | |||
| Structuring Revenue Architecture for Successful B2B Marketing Campaigns | Demand Collective Podcast | 03 juin 2024 | 00:41:43 | |
Crissy joined the Collective Wisdom podcast by Demand Collective to discuss how marketers should architect their revenue process and marketing campaigns. | |||
| Deep Dive into Attribution | Attribution Time Podcast | 20 mai 2024 | 00:33:56 | |
Crissy joins the Attribution Time podcast to share her perspective on all things attribution. | |||
| Funnel reporting, composable automation and the future of outbound | Humans of Martech Podcast | 06 mai 2024 | 00:57:06 | |
Crissy joined the Humans of Martech Podcast in a wide-ranging discussion. The discussion explored the evolution from tactical management to strategic leadership, and the adaptation to changing marketing strategies. Also, the significance of specialized platforms in marketing automation, the critical role of the sales funnel in revenue growth, the shift in email marketing towards ‘inbox influence’, and revitalizing outbound marketing strategies. This episode is a concise yet profound guide, offering actionable insights for martech professionals to navigate their careers and strategies effectively. | |||
| Pipeline Architecture vs. Multi-Touch Attribution | Revenue Vitals Podcast w/ Chris Walker | 22 avr. 2024 | 00:59:02 | |
Charlie and Crissy joined Chris Walker on the Revenue Vitals podcast to talk through the intricaies of funnel/pipeline architecture vs. MT attribution. The conversation spotlights the foundational importance of understanding how funnel tracking sets the stage for a company's go-to-market success, transcending mere marketing analytics. The discussion provides a nuanced exploration into the stark differences between funnel tracking and multitouch attribution. While both concepts play vital roles within a company's data-driven decision-making processes, they each serve distinct purposes. Chris, Charlie, and Crissy dissect common missteps companies face, emphasizing the need for a strong, actionable understanding of buyer progression and sales optimization. | |||
| Inside A Consultant's Operations Framework | Operations With Sean Lane Podcast | 08 avr. 2024 | 00:46:20 | |
Crissy joined the Operations With Sean Lane podcast to share her thoughts on consulting vs. in-house for ops professionals. They discuss how consultants have many more data points and companies they’re exposed to so their ability to find patterns and create frameworks is accelerated at an unfairly high rate. And she shares the frameworks she has used consulting over 100 high growth B2B tech companies. | |||