The RevOps Review Episode w/ Lonny Sternberg
Ex VP RevOps at Vestwell, Advisor to Fullcast
Listen here: Spotify | Apple. Brought to you by Cognism.
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In this podcast, Jeff Ignacio interviews Lonnie Sternberg, a seasoned RevOps leader with over a decade of experience. The conversation explores the evolution of revenue operations, the challenges and opportunities in aligning go-to-market strategies, and the role of RevOps in driving sustainable growth. Key topics include the importance of clear organizational alignment, transitioning from traditional to agile sales motions, and addressing the complexities of modern SaaS environments.
I hope you give it a listen.
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Changing Market Dynamics:
SaaS companies are shifting from growth-at-all-costs to sustainable growth models due to higher capital costs.
Consolidation in the SaaS market is leading to broader product suites and usage-based pricing models.
Evolving Go-To-Market Strategies:
Companies must clearly define their go-to-market motion (e.g., sales-led, product-led, or hybrid) and ensure agility to adapt as customer needs evolve.
Hybrid models, combining elements of product-led and sales-led strategies, are increasingly common.
Key Drivers of GTM Productivity:
Customer demand, value alignment, market competition, data accessibility, and scalability are critical factors influencing success.
Aligning organizational culture, compensation, and development initiatives is essential for cohesive execution.
People, Systems, and Data Integration:
Success in RevOps requires a balance between people, systems, and data, with processes laddering up to systems and tools.
Emphasize people-centric approaches to align goals, define metrics, and foster collaboration across departments.
Proactive RevOps Deployment:
RevOps should be integrated early in a company’s lifecycle to stitch together product-market fit, pricing, and go-to-market strategies.
Early strategic thinking can prevent misalignments and accelerate scalable growth.
Foundational Alignment:
Shared nomenclature and clear definitions of metrics and goals ensure alignment across departments.
Regular feedback loops, data-driven diagnostics, and consistent language create cohesion and drive better decision-making.
Notable Quotes
“RevOps must evolve from a reactive, top-down function to a proactive, strategic partner integrated from day one.” — Lonnie Sternberg
“A clear, shared nomenclature ensures everyone is speaking the same language, reducing misalignment and fostering collaboration.” — Lonnie Sternberg
“People buy from people. The ability to connect emotionally and communicate effectively will remain essential, even in an AI-driven world.” — Lonnie Sternberg
“Integrating RevOps early allows companies to scale more efficiently, economically, and with less capital.” — Lonnie Sternberg
“RevOps leaders should focus on understanding stakeholder expectations to deliver the most value and impact.” — Lonnie Sternberg
Action Steps for RevOps Professionals
Integrate Early: Advocate for RevOps involvement during the early stages of company development to establish foundational alignment.
Align Stakeholders: Regularly engage with stakeholders to clarify RevOps’ role and expectations.
Balance Focus Areas: Maintain a balanced focus on people, systems, and data to drive scalable growth.
Embrace Agility: Design go-to-market strategies that can adapt to changing market conditions and customer needs.
Foster Collaboration: Build feedback loops and consistent communication frameworks to align goals across departments.
For more insights or to connect with Lonnie Sternberg, visit LinkedIn for coffee chats or discussions on revenue operations topics.
RevOps Impact Newsletter is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.