The RevOps Review with Matthieu Garlock

Senior Director of Revenue Operations at Equitybee

I’m a finance nerd. I love talking about investments, savings, and planning ahead. But I think when it comes to talking finance, no one in RevOps does it better than this man right here: Matthieu Garlock, Senior Director of Revenue Operations at Equitybee. Matthieu walked me through the RevOps functions within a two-sided financial marketplace, the complexities of managing demand and supply pipelines, and how regulation impacts speed and process. Some of you may also have sales responsibilities on your plate as well. Might be of interest to you that Matthieu also shares personal insights on the value of RevOps professionals learning sales firsthand, along with key principles for building effective revenue operations.

Listen here: Spotify | Apple. Brought to you by Cognism.

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Key Takeaways

1. RevOps in a Marketplace Model:

   • Managing both the supply side (startup employees with equity) and demand side (investors) requires two distinct funnels, personas, and processes.

   • Quantifying each side of the marketplace enables more accurate demand forecasting and supply-side targeting.

2. CRM Customization and Reverse ETL:

   • Equitybee uses reverse ETL to map its product database into Salesforce, creating custom objects and workflows for each transaction type.

   • Data flows through BigQuery and Looker for reporting and analytics, with Salesforce acting as the operational hub.

3. Operating in a Regulated Environment:

   • As a broker-dealer working under SEC/FINRA regulations, Equitybee must route all external communications through compliance.

   • Marketing and sales operations move more deliberately, requiring pre-approved templates and communication tracking.

4. Sales Perspective Enhances RevOps:

   • Matthieu became Series 82 licensed to directly support Equitybee’s fund products and better understand the sales process.

   • Selling has helped refine pitch materials and provided firsthand insight into friction points in the funnel.

5. Balancing Speed and Compliance:

   • RevOps in finance requires a shift from startup speed to operational precision, especially when dealing with customer-facing messaging.

   • Collaboration between RevOps, sales, and compliance teams is critical to stay agile without violating regulations.

6. RevOps Fundamentals:

   • Focus on foundational pillars: process, technology, reporting, and enablement.

   • Avoid letting tools dictate strategy; build processes first, then apply tech to support them.

   • Use metrics like sales velocity to identify optimization opportunities.

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Notable Quotes

1. “You have to build the tech stack to support the process—not the other way around.” — Matthieu Garlock

2. “Operating in a regulated environment forces RevOps to value clarity, accuracy, and compliance over speed.” — Matthieu Garlock

3. “Sales experience helps you refine your processes. When you say it yourself, you know what resonates.” — Matthieu Garlock

4. “Running a marketplace means you have to manage dual funnels. If one side grows faster, it throws off the balance.” — Matthieu Garlock

5. “Never forget the fundamentals. Process, tech, reporting, and enablement are the foundation of effective RevOps.” — Matthieu Garlock

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Action Steps for RevOps Professionals

1. Master Dual Funnel Management: Build tailored GTM strategies for both supply and demand sides in marketplace models.

2. Use Reverse ETL Thoughtfully: Map product data into CRMs with custom objects to ensure accurate tracking and analysis.

3. Align with Compliance: Develop systems for communication review and approval in regulated industries.

4. Experience Sales Directly: Gain firsthand insight by participating in sales cycles to improve materials and processes.

5. Build from Process Up: Design strategy, then process, and finally apply technology to maintain long-term efficiency.

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To connect with Matthieu Garlock or learn more about Equitybee, visit LinkedIn or equitybee.com.

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