Patrick Jones

I see an industry wide need to include more functions and teams in the GTM motion, this one reflects pretty closely to what I have in mind https://lnkd.in/ek2iCWXb

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Great to see awesome partners like Ovative Group driving measurement insight through privacy-resilient methods like mix models to meet the needs of today's performance marketers. It often starts by understanding the value beyond the click, and in this paper they help us understand how they are finding TikTok's impact across the funnel.

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You can’t excel as a Sales leader without a fantastic Op’s team… full stop. But your success hinges on partnership, respect, and openness to advice. This key difference separates good from great sales leaders. I learned this at Drift working daily with Sean Lane and Laura Adint. I literally learned and got better every day because I worked with these two people who are at the pinnacle of their profession….(I also learned to always check my math with them before going into a meeting) Rev Op's should not be underestimated; it serves as a secret weapon for Sales, CS, and Marketing Leaders to maximize team performance. At Drift we had an agnostic Rev Op’s team which forced these functions to hear the stark truth about their teams' performance along with paths to improve. For a blueprint on creating a top-tier Op's team, this is a MUST READ. Enhance your leadership and team effectiveness by harnessing the power of Revenue Operations. https://lnkd.in/e5fVDAdH #SalesLeadership #RevenueOperations #TeamPerformance #ProfessionalDevelopment

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I started in marketing ops 14 years ago. The complexity in MOps is 10x what it was. Here are 5 reasons why: (1) More tech, more processes, more data Companies have been building a very complex and interconnected tech stack, processes, and data for a long time now. This leads to a situation where it's very easy to fix one problem in one place and create a problem in another. (2) The SaaS downturn  The last few years have been rough on SaaS companies. In response, teams and funding for Ops got cut. This meant that the required investment into GTM ops has been no where near enough for 2-3 years. The result is poorly implemented tech and bad data. (3) Tech debt The above two issues lead to tech debt. Most companies only pay the interest on their tech debt and not pay down the debt itself. Navigating tech debt makes any new project way more complicated. (4) Team turnover Ops has always been a high turnover role. Add in layoffs. And it's like you've had a dozen different contractors try to build a house after one another. That story doesn't end well. (5) More stakeholders Because of the downturn more stakeholders are involved in projects. On one hand, this is good for alignment. On the other hand it adds a lot of chefs in the kitchen. So, what do do about all this: (1) Pay down your tech debt (every new project should factor in deprecating old data/automation) (2) Retain and empower your team (give your ops team the budget and resources they need for the difficult job they have) (3) Reduce accumulated tech (get rid of shelfware, deprecate old processes, consolidate tech) Not an exhaustive list. But a good start.

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𝐒𝐲𝐧𝐭𝐡𝐞𝐬𝐢𝐬 & 𝐭𝐡𝐞 𝐫𝐮𝐥𝐞 𝐨𝐟 𝟑 GTM leaders and practitioners must analyze large amounts of market, product, and customer data for informed decision-making. They also need to communicate these decisions to key stakeholders and inspire action. While AI can help digest and structure this information, a human in the loop is still necessary for decision-making and effective communication with stakeholders. This is where synthesis and the rule of 3 come into play. 𝐖𝐡𝐚𝐭 𝐚𝐜𝐭𝐢𝐨𝐧𝐬 𝐜𝐚𝐧 𝐈 𝐭𝐚𝐤𝐞? 💡 𝐒𝐲𝐧𝐭𝐡𝐞𝐬𝐢𝐬: Set aside a regular time slot at the end of every day to process all the information from meetings, reports, emails, customer discussions, etc. Look for key themes in the data and all the notes. Align them with your and your company's core priorities and decide which ones to filter out. Then, distill it down to the core concepts. (Pro tip: Keep an rolling doc on these themes, and use it as a source for performance reviews or planning later!) 3️⃣ 𝐑𝐮𝐥𝐞 𝐨𝐟 𝟑: As one of the fundamental rules of great presenters, the rule of three encourages communicators to present their messages and takeaways in groups of three. Why three? This number is large enough to encapsulate multiple concepts, yet small enough for the audience to remember. If you are new to this, practice this rule in everyday communication with your spouse, family, and friends when summarizing a story or describing a vacation. Sometimes my family teases me when I add a filler third point just to reach three 🙂 Don't force it, not everything needs to be in 3's.

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Starting to learn a lot more about #AnalystRelations as they become a more important influencer and champion in our deals at UserEvidence. Had a great chat w/Chris Manfredi who runs AR at Sprout Social, Inc. last week. AR isn't just having a relationship w/the Gartner and Forrester analysts covering your space. The top AR pros have a much broader and more strategic interpretation of the function - which is really to harness/foster external validation to build trust and credibility for their company. It's inherently a cross-functional role - insights externally need to be brought internally to inform product vision, product marketing, sales and competitive intelligence. And proof and evidence needs to move internally and from customers out externally to the analyst community - so analysts feel the momentum of customers. This is the really critical intersection between #AR & #CustomerMarketing. Analyst insights, opinions and assessments are heavily influenced by customers. So while it may not be AR's directly responsibility, AR pros need to have access to happy customers, and have an arsenal of credible proof and evidence that demonstrates the value being delivered to customers. A strong customer marketing team (like Jen Anderson's team at Sprout Social) is a huge asset for an AR pro/team. Still learning more about AR - there's a lot of nuance to the role/function, but especially in an enterprise context, it's clearly critical. Thanks to AR leaders like Robin Schaffer, Carter Lusher, Jodie Ohr, Michael Beaudet, Dan O'Brien, and Elena Hutchison for sharing some great insights in their posts and in coversations that have helped me get up to speed.

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Attention consumer marketers and consultants - watch this helpful guide on how to go from question to insights in a few quick steps using Prodege, LLC ‘s Pollfish Inc platform. Combining an easy to use platform with best quality audience and instant insights is our answer to the biggest pain points in #marketresearch : speed, Quality and cost #mrx And we are not done yet. Our relentless pursuit of perfection continues - stay tuned for our upcoming new product announcements

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The newest pod is now live with Shailley Singh and you can hear about the first ever… MARKETECTURE LIVE CONFERENCE! To learn more go to marketecturelive.com

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“Our CSMs manage 50% more clients -- and renewals are up 30%. Daydream was a game changer.” – Andy von Hirschberg, COO @ Visual Capitalist Before Daydream: Andy’s Success team spent hours manually pulling data from multiple sources, wrangling spreadsheets, and fighting data errors. It was a constant time sink, putting them behind the curve with clients. Today: They generate reports with a click, address issues proactively, and focus on what really matters — delivering results. With unified client data available continuously, the team now spends their time driving impact instead of copying and pasting numbers. Revenue is growing faster. Costs are lower. Their clients are seeing better outcomes. Their relationships are stronger than ever. "I'd rather my team spend time optimizing campaigns and understanding client needs than copying/pasting and double-checking data in a spreadsheet." We’re proud to support Visual Capitalist as they supercharge their client reporting and drive results for their partners.

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Responsible AI can feel like a tough puzzle to solve, but here’s the good news: after two years of building and refining AI governance, we’ve developed strategies that make Responsible AI not just achievable, but transformative. The benefits? Faster adoption, boosted innovation, and more. We’re thrilled to share these insights at the AI for Agencies Summit! #responsibleAI #AIgovernance #aiforagenciessummit #AIAdoption #MarketingAIInstitute

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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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When you’re the CMO of 5 different companies you leverage voice enabled conversational AI to deliver high quality leads to your various sales teams. Of course when one of those companies is a conversational AI company you get to write the scripts and prompts at 3:30am! Revmo AI Providertech

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Dear C-suite………      ABM  ≠  Account-Based GTM. Here is why conflating the two is a dangerous trend that needs to STOP. BACKGROUND: The past 5 years have been the wild west of “ABM”. After SiriusDecisions and TOPO were acquired by massive research firms in 2019, a wave of instability and lack of standardization has plagued B2B. Tech vendors, agencies and boutique analyst firms have tried to fill the gap → leading to disturbing misconceptions and wide-scale confusion. EXAMPLE:   GTM leaders and operators don’t want another “ABX”. This was a well intentioned attempt at rebranding “ABM” and creating an evolved category. But missed the mark → ABM & ABX are the same thing... This has led to adoption hesitancy around “Account-Based GTM”. WHY ACCOUNT-BASED GTM IS HERE TO STAY: Your Account-Based GTM strategy spans across the entirety of ALL revenue teams… 1. Account-Based Marketing 2. Account-Based Customer Marketing 3. Account-Based Sales (this function has been doing this for YEARS) 4. Account-Based Sales Development 5. Etc. ABM isn’t going anywhere. CxO’s are just starting to wake up to the fact that → adopting account-based principles across the entirety of your GTM strategy leads to greater efficiency, clarity and $$$$ results. TAKEAWAY: Companies that adopt an account-based approach throughout the entirety of their GTM strategy outperform those who don’t. #b2bmarketing #abm #accountbasedmarketing #b2b

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Today marks a big bet for us: Launching the ZI Labs Podcast (w/ 12 episodes on Day 1):   This is a helpful and entertaining podcast featuring the world’s best GTM people. We’ve had amazing conversations all about business strategy, go-to-market innovation, and the transformative impact that AI will have on GTM.  The GTM playbook is changing rapidly, and staying in the trenches is crucial to understand what’s working (and what’s not). Here are some of the incredible conversations dropping in season 1: ↳ Kate Jensen, Head of Sales and Partnerships - Anthropic ↳ James Dyett, Head of Platform Sales - OpenAI ↳ Natalie (Corporate Natalie), CEO - Corporate Natalie, LLC ↳ Henry Schuck, CEO - ZoomInfo ↳ Jeanne DeWitt Grosser, CBO - Stripe ↳ Kyle Coleman, CMO - Copy.ai ↳ Max Altschuler and Scott Barker, Partners - GTMfund ↳ Rob Giglio, CCO - Canva ↳ Meka Asonye, Partner - First Round Capital ↳ Mintis Hankerson - HubSpot & Jason Silverstein - Figma ↳ 💌Andy Mowat, VP GTM Ops - Carta ↳ Konstantin Guericke, Co-founder - LinkedIn We’ll have weekly conversations with CEOs, CXOs, VCs, marketing experts, and tech visionaries to help you refine and implement your modern GTM playbook. Each episode will provide you with insights and takeaways you won’t find anywhere else. We want to give you a front-row seat to what’s happening on the ground and how to adjust your GTM strategy as things evolve, covering topics like: ↳ AI ↳ Signals & Data ↳ GTM Plays and Playbooks ↳ 1st + 3rd Party Data Combining Make sure to add the ZI Labs podcast to your favorite’s list wherever you get your podcasts today.  I’ll drop the Apple Podcasts / Spotify link to the show in the comments. Send me a DM and give me your feedback after you listen to your first episode.  And tell me who to interview next! 

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I heard my new favorite term this week: "𝗘𝘅𝗰𝗲𝗹𝘆𝗺𝗽𝗶𝗰𝘀" Where companies do handstands, backflips, and workarounds to get GTM pipeline/funnel data in a reportable format using Excel. If you're past Series A, >$10m ARR, and have ambitions to grow revenue/headcount/etc quickly, you shouldn't be living in spreadsheet hell and doing "excelympics." You really need reporting in your GTM systems to work and not perpetuate a process of: • Pulling loads of different reports into an Excel file • Doing a load of weird stuff to build a useful view of conversion/velocity • Having no one know actually how it works and no ability to repeat the process each month/quarter Put all that busy work into actually fixing the root problem: Your data and process (within CRM and MAP). #gtmoperations #revenueoperations #marketingoperations  

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I’ll always take good messaging that’s used consistently over great messaging that gets used sporadically. In the early days of a previous role, we were a team of four. When a new team member joined from a FAANG company, they told us their market perception studies indicated that we were the “competitor to watch.” Us - our tiny little team that was 1/10th the size of theirs. Why? Messaging consistency. Punch above your weight: Consistency makes your company appear larger and more mature, even if you’re still in the early stages. Faster customer feedback: Consistent messaging allows you to quickly gauge market feedback and make informed adjustments. Easier training: A unified message simplifies the onboarding process for both new customers and new team members. When your entire organization is saying the same thing, the belief in that message grows both externally and internally. Would I love to have both killer messaging and consistency? Absolutely. But I'll take consistency over perfection every time. Big thanks to Dave Gerhardt for having me on to chat about messaging and including Sales throughout the building process. If you’re a B2B marketer and aren’t part of the Exit Five community, I’d recommend you spend some time there. It’s like Reddit for B2B marketing—and I honestly can’t think of a higher compliment than that. :)

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AI pricing metrics showing up in multiple SaaS verticals! Certain pricing metrics are associated with AI applications. In this year’s PeakSpan Capital Ibbaka Survey on Net Revenue Retention we are seeing pricing metrics associated with AI showing up in multiple verticals, a significant change from last ear. https://lnkd.in/gxP_WpgD #pricing #pricingmetrics #SaaS #NRR #NDR #AI #AIpricing #genAI

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The role of the CMO has drastically shifted in recent years as a key driver of revenue. We're all feeling it. As someone who sees the whole chessboard—not just the immediate move—it’s essential to align marketing and brand strategies seamlessly with business goals to drive growth. By tackling the challenges we face, we can achieve a product-market fit, sales and marketing alignment, and foster an environment with space for strategy, innovation, and creativity. How are you transforming challenges into opportunities? #salesandmarketing #marketingstrategy #brandstrategy #marketing #cmo #ceo #cro

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