Is the future of SaaS growth product-led or sales-led? What if it's both? Zapier uses PLG to create an ecosystem of users and product signals which then drives their sales-led outreach.

Coordinating these motions in parallel takes technical sophistication, great communication, and tight process. Fortunately, they have a unified RevOps team that keeps everyone on the same page.

This week we chat with Lindsay Rothlisberger, Director of RevOps at Zapier, about how her team helps the magic happen.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Lindsay Rothlisberger is a dedicated Revenue Operations Leader with a background enriched in marketing. She thrives on transforming ideas into strategies that improve the customer experience and business metrics. She currently serves as Director of Revenue Operations at Zapier, and has previously held marketing positions at UNiDAYS, Oracle, and Blackboard.

https://www.linkedin.com/in/lindsay-rothlisberger/

• [00:00] - Introduction
• [00:59] - The RevOps scope at Zapier
• [02:52] - Blending PLG and Sales-Led Funnels
• [15:11] - How RevOps helps coordinate different GTM motions
• [22:19] - Org and reporting structure
• [28:49] - Planning and prioritization
• [34:05] - Tech stack and governance
• [41:07] - Tracking signals and CRM architecture

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

• How Zapier created a centralized revenue operations team

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B2B buying signals are generating a lot of buzz right now—and for good reason.

In today's challenging selling environment, conversion rates are dipping, and identifying active buyers has become more critical than ever. Signal vendors offer a promising solution, but the questions remain: Are these signals truly transformative? How can they enhance your go-to-market strategy? And what the heck is a "signal" anyhow?

In this episode, Chris Walker joins me to demystify the concept of buying signals. With his characteristic clarity and candor, Chris sheds light on why he's emphasizing signals as a key driver for efficient growth.

Regular listeners will know Chris as a significant influence on my thinking. I’ve learned a lot from him over the years, making it a true pleasure to finally have him on the show.

Tune in as we cut through the noise and delve into the real impact of B2B buying signals.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Chris Walker is a serial entrepreneur and go-to-market thought leader. In 2019 he founded Refine Labs, the leading B2B Digital Marketing and Demand Generation agency, growing it to an 8-figure revenue business with a dominating digital presence in less than 3 years. In 2024 he launched Passetto, a tech-enabled GTM Strategy Consultancy that helps B2B executives identify and execute against their highest priority growth levers with confidence and clarity. Chris is host of B2B Revenue Vitals (formerly State of Demand Gen), one of the top marketing and GTM podcasts.

https://www.linkedin.com/in/chriswalker171/

• [00:00] - Introduction
• [01:34] - Shifting focus to signals
• [08:03] - What is a signal?
• [11:59] - The signal data layer
• [18:12] - Connection between demand creation and signals
• [21:13] - Landscape of signal tools
• [24:39] - Identifying high-converting signals
• [36:25] - Inbound vs. outbound
• [40:34] - How RevOps can level up

This November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners.

This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day.

Registration is capped at 700 attendees, and tickets are going fast.

MOps-Apalooza 2024

Visit the RevOps FM Substack for our weekly newsletter:

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Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

I have a fascination with how SaaS products actually get made—especially those that become institutions in the software landscape.

As users, we become deeply familiar with these products, the nitty-gritty of how they work, and what it's like to live inside them. People base entire careers on these platforms.

What we usually DON'T see is the backstory:

• How do these great products get designed?
• What were the decisions and trade-offs along the way?
• How do they catch on?
• How do you create lovable features?
• What causes great products to often stagnate?

Today's guest is a legendary product leader and innovator. As the first employee of Marketo, Glen Lipka led the product team during a critical early phase, building many of its still most-beloved features.

This episode is packed with Marketo lore, product design insights, and lessons about how to build a product that users love.

Many thanks to the sponsor of this episode - Knak.

If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform.

You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button.

What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners.

Try Knak

Glen Lipka is a 25+ year veteran of product innovation and design. As Chief Design Officer and first employee at Marketo, he built the flagship product. He has held numerous other product leadership roles and is currently VP of Product Design for Crowdstrike.

https://www.linkedin.com/in/glenlipka/

• [00:00] - Introduction
• [01:14] - Glen’s start at Marketo
• [02:56] - Marketo’s first features
• [13:36] - Product differentiation
• [20:37] - Developing the concept of marketing automation
• [26:00] - Why great products start to suck
• [40:46] - Hubspot as a product company
• [44:19] - AI

• Glen's series of retrospective articles on building Marketo
• Glen's personal blog

Visit the RevOps FM Substack for our weekly newsletter:

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