Data gives your wings

Do you find yourself constantly putting out fires, thinking you have a problem with your lead routing engine, your enrichment process, or your attribution model? Guess what? You might be barking up the wrong tree! In reality, you have a data problem, not a problem with X (whatever X is!)

Join Tabitha (SS&C), Alicia (Rectangle Health), Detrie (Rimini Street), and Emily (Openprise) for a lighthearted yet insightful session where we unravel the true culprit behind many business challenges: data. We’ll share real-world examples where misaligned data can present themselves as other issues and how you need to solve them at the root, with your data, and paving the way for more efficient operations.

As sales teams shrink, the traditional brute-force sales tactics are no longer effective. This session is tailored for RevOps professionals, focusing on strategies to thrive with fewer sellers by making every action count. You will learn how to adjust to a smaller sales force, maximize your bandwidth by targeting high-impact activities, and ensure every contact aligns with your ideal customer profile (ICP). Innovative solutions, such as replacing SDRs with bots, will also be explored.

Josh (Securiti) and Jeff (Sysdig) will share their expertise on optimizing sales processes in a leaner environment. You will leave equipped with practical next steps to enhance efficiency, support precision targeting, and implement cutting-edge solutions, positioning RevOps as the driving force behind a more effective sales strategy in any economy."

AI isn’t just for data scientists—it’s for marketing operators too! In this session, we’ll walk you through the essential AI capabilities that can transform how you work, even if you’re just getting started. From analysis and automation to AI-driven thinking, this session is designed to introduce you to the core tools and techniques that can make your marketing operations faster, smarter, and more impactful. Whether you’re new to AI or looking to better understand its practical applications in marketing ops, this talk will give you the foundation you need to begin integrating AI into your everyday work.

Being a RevOps professional can often feel like running a circus—juggling unpredictable challenges while striving to maintain control. Ops teams frequently encounter what seems like ""death by a thousand paper cuts,"" from misaligned team maturities across Marketing, Sales, and Ops to the evolving nature of the Ops role itself. In this session, join Ali Rastiello (Health Catalyst) and Raimondo Murari (Databricks) as they tackle these challenges head-on, offering valuable insights into the dynamic world of RevOps.

This session will address survival strategies and focus on how to thrive as an Ops leader. We'll delve into creating an Ops roadmap that aligns with corporate goals, treating Ops projects as “products” with their own costs, features, and values. Learn how to manage executive and team demands effectively, master documentation and communication, and shift from a reactive order-taker to a trusted strategic advisor. Walk away equipped to orchestrate your Ops workload with the finesse of a seasoned ringmaster.

In last year's session, "A Highly Mechanized Prospecting Process," Conrad from Rippling explored the intricate challenges of achieving a high level of automation in prospecting. He highlighted issues related to observability, scalability, visibility, and maintainability while outlining a roadmap for reaching these goals without reliance on developers.

Building on that foundation, this session will delve into the advancements at Rippling that have revolutionized B2B outreach. Conrad will reveal how mechanized outreach is now predominantly driven by AI, with 80% of emails being generated through AI-based tools via API. Additionally, Conrad will discuss strategies for embedding AI into your IT engineering use cases and the broader go-to-market (GTM) approach.

Join Brian Cabreros from Zendesk as he delves into the company’s transformative journey of overhauling their marketing techstack. Spurred by the arrival of a new leadership, Zendesk embarked on a mission to consolidate their outdated and fragmented tech stack into a cohesive, best-of-breed solution. This session will explore the Zendesk Marketing Ops team's journey to achieve seamless identity resolution, orchestrate omnichannel customer journeys, and deploy targeted marketing campaigns with cutting-edge tools like the Adobe Experience Platform and Real-Time Customer Data Platform (RT-CDP)

Discover the critical role of data quality and orchestration in ensuring the success of this ambitious project, and gain insights into the ongoing build process. Brian will share interim results and key lessons learned along the way. This session is a must-attend for anyone looking to modernize their marketing operations and deliver personalized, data-driven customer experiences.

In today's fast-paced, data-driven world, Ops teams are constantly juggling the need to scale processes efficiently while maintaining high standards of (data) quality. It's a bit like trying to balance a stack of plates in one hand while whipping up a gourmet meal with the other. Automation and self-service are the two key aspects of making this balancing act look easy. But beware! Not every task is a good candidate for automation. Sometimes, it’s like trying to teach a cat to fetch—it's just not going to happen.

We'll explore the 80/20 rule in Ops, identifying which tasks are ideal for automation and which should remain under human control. By providing clear guidance on this differentiation, we'll ensure that automation efforts maximize returns without compromising data integrity or operational sanity. The session will also emphasize the importance of establishing guardrails for manual processes and discuss self-service solutions as key tools for scaling areas that cannot or should not be fully automated.

Join us for a session that promises to be both enlightening and entertaining. Gain insights into creating a balanced approach to Ops scalability, leveraging automation and self-service to achieve operational excellence and maintain data quality—without losing your sanity.

Are your traditional marketing strategies falling flat in today’s challenging market? Join Ryan Nelson (Openprise), and Ali Rastiello (Health Catalyst) as they explore the next big transformation in go-to-market (GTM) strategies. As budgets tighten and the market becomes more saturated, the old ways of demand generation and ABM/ABX are no longer delivering the results you need.

This session will dive into the shift from demand generation to demand capture, emphasizing the importance of tuning into the right market signals and acting upon them. Discover how leading teams like those of Ali and Harjot have redefined their marketing strategies to achieve remarkable success, including a 3x increase in conversion rates. We’ll provide actionable insights and a playbook to help you elevate your marketing operations and become a GTM strategist, all while leveraging clean data and targeted account strategies. Don’t miss this opportunity to learn how to tune your marketing antenna for the new era of inbound marketing.

Join Ewan as he shares the transformative journey of modernizing operations at PlanSource through a blend of technology, collaboration, and strategic change management. Discover how the team gained valuable insights from existing data, navigated unique challenges, and crafted a future-ready operational plan while selecting best-in-class vendors for successful integration.

Ewan will also highlight how rolling out changes with team engagement and quick wins fosters adoption, using gamification and hands-on learning to drive results. Attendees will walk away with actionable strategies for building a collaborative plan, measuring impact, and effectively communicating throughout the transformation process. Embrace change and learn how to quickly move toward measurable outcomes!

As Account-Based Marketing (ABM) and Account-Based Sales (ABS) have evolved, a pressing challenge has emerged: their lack of granularity. Traditional ABX strategies often fall short when addressing the complexities of modern enterprises, where multiple buying centers with distinct buying groups operate independently.

This session will explore the next-gen ABX, a more granular approach designed to penetrate deeper into buying centers within large enterprises. You will learn how to identify and engage with different buying persona, understand their specific roles within various buying centers, and develop tailored strategies to effectively sell into these distinct teams. Join us to discover how this “ABX 2.0” can enhance your marketing and sales efforts by providing the precision needed to navigate the multifaceted landscape of contemporary buying centers.

In today’s data-driven landscape, the quality of your customer data can make or break business performance. As organizations increasingly rely on Customer Data Platforms (CDP) and Master Data Management (MDM) systems, ensuring data quality becomes crucial for maximizing business outcomes. This session will explore why data quality should be a top priority in CDP implementations, the challenges faced by Marketing Operations (MOps) professionals in achieving high data quality, and how combining CDP and MDM strategies can drive better results. Attendees will gain insights into best practices, phased implementation, and a real-world case study from Dun & Bradstreet, equipping them with the knowledge to enhance their data management strategies effectively.

In the classic blind men and the elephant scenario, different customer account teams often have fragmented views of customer accounts, akin to grasping different parts of an elephant without seeing the whole. Traditionally, CSOps has been either non-existent or siloed from key corporate GTM systems like CRMs and MAPs, leaving account managers, the CS team, and the support team each with their own incomplete perspective. This lack of integration complicates expansion efforts and heightens the risk of customer churn.

Join us for a lively exploration of how RevOps is expanding into CSOps to address these challenges. Charlotte from Openprise will moderate a discussion with J.P. Kelliher and Drea Jordan, uncovering practical tips and best practices for integrating with CS platforms. You’ll learn how to leverage data from your existing systems, manage customer success-specific information, and identify early signals of at-risk customers to prevent churn. We'll also spotlight how Gainsight integration can reveal white spaces, support sales expansion, and enhance customer retention, providing your RevOps and MOps teams with the insights needed to achieve a unified view of customer accounts and drive sustainable growth.

You already know that Openprise’s multi-vendor enrichment waterfall gets more and better matches that using a single vendor, but there’s more you can do with your data supply chain! Learn how to leverage Targeted Enrichment and Automated Acquisition so you can add more accounts, more people, and more targeted data at every stage of your funnel. Listen as Grant Saechao and Lauren Murray showcase how customers are using different enrichment strategies for different business needs and getting the most out of their enrichment investments

There’s a lot of data that’s hard to get at. Blocks of text where you only need a couple of pieces of information. Email content–both text and HTML–where you need to manually retrieve and enter data. But now there’s a better way. By tying AI into the jobs where you’re extracting data from your own database, you can get even more value:

• Use AI to understand when your Champions move to other companies (or get promotions)
• Scrape email content to find more data from things like signatures and out of office messages, such as new contacts, phone numbers, and LinkedIn links
• Examine your sales and customer success teams’ calendar invitations to find new contacts for your database and automatically add them

‍Listen to Dale Stewart, Ryan Lafayette, and Alec Tse as they show you how to pull even more data out of previously hard-to-read locations.

Everyone’s talking about AI and there’s justifiable skepticism around how it can be used, especially when it comes to keeping your data safe. Learn how you can use the Ask AI template to retrieve publicly available information from the Web. Find out how you can use AI vendors to query information you need–or keep all your data in your own systems, without worrying your legal team. Ryan Lafayette and Grant Saechao provide examples of how customers are already using Ask AI to automate what was previously only available through manual searches.