The RevOps Review w/ Jonathan Unger
Senior Manager of Demand Generation and Revenue Operations at Regrow
Listen here: Spotify | Apple. Brought to you by Cognism.
If you like what you hear I’d greatly appreciate if you could write a review of the podcast on your favorite listening platform.
In this episode, Jeff Ignacio interviews Jonathan Unger, Senior Manager of Demand Generation and Revenue Operations at Regrow. They discuss the intersection of revenue operations (RevOps), demand generation, and sustainability. Topics include the unique challenges of RevOps in climate tech, the role of regulatory trends in go-to-market strategies, and how mission-driven companies balance revenue growth with environmental impact. Jonathan also shares insights on data architecture, sales enablement, and adapting to complex stakeholder environments in sustainability-focused organizations.
Key Takeaways
RevOps in Sustainability is Multi-Faceted:
Traditional RevOps principles apply, but sustainability companies must also track environmental impact alongside revenue.
Monitoring sustainability metrics, such as carbon abatement and land impact, is as crucial as pipeline and sales figures.
Navigating Regulatory Complexity:
Companies in climate tech must stay informed about regulatory changes and compliance requirements.
Government incentives and sustainability commitments influence buyer priorities and market conditions.
The Role of Data in Sustainability-Focused GTM Strategies:
Public sustainability reports offer valuable insights for market segmentation and targeting.
Parsing and structuring unstructured data sources (e.g., PDFs, web pages) remains a challenge in sustainability analytics.
Complex Stakeholder Management:
Many sustainability initiatives involve collaboration between private companies, public sector organizations, and NGOs.
RevOps teams must design CRM systems to accommodate multiple stakeholders and funding sources within a single deal cycle.
Adapting GTM Strategy in a Mission-Driven Business:
Revenue growth and sustainability impact must be balanced within an organization’s strategy.
A company’s mission can serve as a key differentiator but requires precise messaging and go-to-market execution.
Tech Stack Considerations for Sustainability:
Standard tools like HubSpot and Salesforce need customization to support multi-party deal structures and sustainability data.
Flexibility in CRM architecture is key to tracking impact metrics alongside revenue performance.
Notable Quotes
“Revenue operations in sustainability isn’t just about pipeline; it’s also about measuring our real-world impact.” — Jonathan Unger
“The regulatory environment shapes demand. Understanding new policies is just as important as knowing your ICP.” — Jonathan Unger
“Companies publish sustainability reports with long-term goals—that’s a goldmine for targeting and sales planning.” — Jonathan Unger
“Sustainability-focused deals often involve multiple stakeholders. Your CRM should reflect that complexity.” — Jonathan Unger
“Find something in your work that aligns with your values. Even small efforts can create a positive impact.” — Jonathan Unger
Action Steps for RevOps Professionals in Sustainability
Integrate Sustainability Metrics: Build tracking systems that measure both financial and environmental impact.
Stay Informed on Regulations: Regularly monitor policy changes and how they affect go-to-market strategies.
Optimize Data Management: Invest in tools that can extract and structure sustainability data for actionable insights.
Customize CRM for Complex Deals: Ensure your system supports multi-stakeholder sales cycles common in sustainability initiatives.
Align Mission and Revenue: Develop a GTM approach that highlights both economic and environmental value for customers.
For more insights or to connect with Jonathan Unger, visit Regrow’s website at regrow.ag or reach out to him on LinkedIn.