Open 21 started each day with the strategic vision to help you set your Northstar. Then, we explored how to make your RevOps organization work for you. And finally, each day ended with a function-based deep-dive into topics like data quality, territory management, and attribution.

Day 1

Session 1

Keynote: How RevOps Alignment Sets the Foundation for Customer Obsession and Lasting Growth

Ross Graber

VP, Principal Analyst, Forrester

Keynote: How RevOps Alignment Sets the Foundation for Customer Obsession and Lasting Growth

For B2B organizations trying to achieve superior results, it’s nothing short of an obstacle course: You’ve got to deliver against a collection of ever-changing buying needs while juggling increasingly complex technological and business environments—all while managing the shifting sands of internal dynamics. That means looking at past results while forecasting future performance to make strategic and informed decisions that satisfy sales, marketing, and customer engagement teams, who may have competing or conflicting requirements.

Forrester VP and Principal Analyst, Ross Graber, will share research on the changing nature of B2B buying and how those changes empower RevOps leaders to step out of the shadows to serve as drivers of organizational growth.

Ross will also highlight how operations functions secure the foundation of the revenue engine to transform and enable organizations to proactively address customer needs across buying journeys and the customer lifecycle, and develop an insights-driven culture to unearth previously unseen opportunities.

Speaker

Ross Graber

VP, Principal Analyst, Forrester

Session 2

Building a RevOps Team for your Ever-changing GTM Strategy

Brian Cabreros

Senior Director, Marketing Strategy & Operations, Carta

Jason Edgar

Marketing Operations Manager, Okta

Kat Nobles

Senior Manager, Marketing Technology & Operations, Okta

Roberto Fernandez Madero

Manager, Marketing Operations, Zendesk

Building a RevOps Team for your Ever-changing GTM Strategy

Selling to enterprises is not easy. Adding small and medium businesses, and sometimes even consumer-level users to the mix makes it exponentially more challenging.

In this session, our RevOps experts from Okta, Vimeo, and Zendesk will discuss:

  • How the growth of their companies demanded a go-to-market strategy shift.
  • What their RevOps teams had to do to accommodate changes.
  • How they’ve applied their learnings from diverse go-to-market strategies at the global level.

Speakers

Brian Cabreros

Senior Director, Marketing Strategy & Operations, Carta

Jason Edgar

Marketing Operations Manager, Okta

Kat Nobles

Senior Manager, Marketing Technology & Operations, Okta

Roberto Fernandez Madero

Manager, Marketing Operations, Zendesk

Session 3

The True Value of Good Data

Meetali Kashikar

Senior Business System Analyst, Equinix

The True Value of Good Data

What is “good” customer data? The most common, immediate association is clean, non-duplicated, context-rich data. But can we consider the data we have to be good enough if that data can potentially violate customer privacy or deliver unpleasant experiences to our customers? The value of good data goes beyond company efficiency. It ultimately reflects on your brand.

Meetali Kashikar, Senior Business System Analyst from Equinix, is here to talk to us about what Equinix considers “good data” and the different ways of measuring the true impact of having good data.

Speaker

Meetali Kashikar

Senior Business System Analyst, Equinix

Day 2

Session 1

Guiding Principles for Your RevOps Success

Josh Ren

Director, Marketing Operations, Netskope

Nizam Ali

Senior Director, Product Management, Openprise

Guiding Principles for Your RevOps Success

The demands on go-to-market leaders are mounting. There are mandates to grow faster while keeping spend within a reasonable band. It’s more apparent than ever that the “back office” of the past is now the strategic value driver of the organization. Join us as we share the guiding principles to plan out your organization for a methodical, multi-phase growth.

Nizam Ali, our Senior Director of Product Management, will draw on growth challenges from our customers and offer unique insights on how to be prepared.

Josh Ren, Director of Marketing Operations at Netskope, will present new ways to consider organizing your teams for future growth phases.

Speakers

Josh Ren

Director, Marketing Operations, Netskope

Nizam Ali

Senior Director, Product Management, Openprise

Session 2

Scaling a RevOps Team in a Hypergrowth Environment

Tony Tarantino

Application Architect, Mendix

Scaling a RevOps Team in a Hypergrowth Environment

People often reserve the word “agile” for start-ups. They forget that it’s just as important for large enterprises to stay nimble and flexible in the face of change—and the ability to stay agile is the key to continual innovation.

Tony Tarantino, Application Architect from Mendix, a Siemens Company, will share how he scaled a RevOps team in a hypergrowth environment. He’ll talk about the:

  • Challenges of startups or hypergrowth organizations.
  • Ways to stay agile as the company grows from start-ups to enterprise.
  • Use of the “innovation sandbox” to foster a “fail fast but fail safe” environment.

Speaker

Tony Tarantino

Application Architect, Mendix

Session 3

Attribution: Un-dividing Sales and Marketing

Ashley Schwandt

Senior Marketing Operations Manager, LiveRamp

Charlotte LaViolette

Senior Customer Success Manager, Openprise

Derek Fung

Head of Solutions and Partnerships, Openprise

Attribution: Un-dividing Sales and Marketing

Attribution, sometimes also referred to as “Marketing influence,” has traditionally been used for Marketing to prove its campaign effectiveness. As we start to blur the line between Sales and Marketing, attribution has morphed into a strategic project in identifying the right combination of activities to close more deals, faster.

Join Ashley Schwandt, Senior Marketing Operations Manager from LiveRamp, as she talks about how the LiveRamp team pioneers its attribution project and highlights the key questions you should consider when embarking on an attribution project.

Later in the session, Ashley will be joined by Openprise RevOps experts Charlotte LaViolette, Senior Customer Success Manager, and Derek Fung, Head of Solutions and Partnerships, as they discuss using attribution to un-divide the go-to-market team.

Speakers

Ashley Schwandt

Senior Marketing Operations Manager, LiveRamp

Charlotte LaViolette

Senior Customer Success Manager, Openprise

Derek Fung

Head of Solutions and Partnerships, Openprise

Day 3

Session 1

Delivering Impact: A RevOps PMO Approach

Brendan O’Connor

Director, Sales Ops Strategy & Programs, UiPath

Delivering Impact: A RevOps PMO Approach

As organizations now recognize the importance of having a RevOps team, it’s crucial to think strategically before undertaking organizational transformation. Without the methodical approach of a corporate PMO (project management office), even the best strategists may find themselves struggling with delivering great results.

In this session, Brendan will offer strategies for delivering the greatest impact in the shortest amount of time by:

  • Fostering an “automation-first” approach in the execution of tactics.
  • Building a collaborative cross-team environment.
  • Prioritizing high volume, competing requests with key stakeholders.

Speaker

Brendan O’Connor

Director, Sales Ops Strategy & Programs, UiPath

Session 2

The Path to Territory Management Automation: a GTM Ops Strategy

Phuong Pham

Head of Marketing Operations, BigID

Tim Lambert

Chief Revenue Officer, Openprise

The Path to Territory Management Automation: a GTM Ops Strategy

Sales Operations typically doesn’t form from one big project, but a series of small projects that fit together to achieve a sales goal. Territory management automation is no exception. It’s a build-up of multiple steps, starting with foundational data quality, through account and territory planning, eventually resulting in an automated lead routing process.

Please join our three-time Openprise customer, Phuong Pham, as he shares what BigID’s Go-to-Market Operations team has done, and how he’s incorporated territory management automation into a broader GTM Ops strategy.

Speakers

Phuong Pham

BigID

Tim Lambert

Chief Revenue Officer, Openprise

Session 3

Closing Keynote Executive Panel

Danny Schonfeld

Sr. Director, Revenue Operations, UiPath

Ewan Auguste

Head of Global Marketing Technology & Operations, Adobe Workfront

Gleb Brichko

VP Growth & Global Demand Generation, Rubrik

Ed King

CEO and Founder, Openprise

Closing Remarks and Drivers Awards Presentation

The Openprise Annual “Drivers” Awards recognize professionals who have demonstrated excellence and innovation in data-driven marketing and sales.

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