Evelyn Bozak

You want to be a great RevOps leader? If you’re not data-driven, you’re flying blind. Data isn’t just numbers it’s the damn roadmap to success. It’s not about dashboards for the sake of dashboards. It’s about using insights to: 🤝 Show sales where to double down. ✅ Make marketing actually measurable. ➡️ Help CS crush churn and grow accounts. The real magic? Aligning it all to business goals. Everything else? You can't Call It RevOps without data. 🧏 Listen to the full conversation here: https://lnkd.in/gvTnihpR #RevOps #DataDriven #RevOpsLeadership #Leadership

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Sharing RevOps co-op community best practices on something we all know is critical - designing territories to ensure the success of your sales force and, by extension, your company. The number of different strategies available make selecting the right one both challenging and critical. The team at RevOps Co-op delve deep into this topic 👇 https://gag.gl/Nm2xoO #RevOps #Data #DataQuality

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Hey - B2B marketers, here's a crazy thing... Apparently, marketing budgets are down (shocker!), but media-buying budgets are flat to up. Think about that for a second - this implies the portion of marketing spend that goes to the least attributable element of the plan (advertising) is up robustly. For those of us in the smaller end of B2B, this probably rings a little hollow, as the pressure to identify the financial impact of every dollar spent does not seem to me to have loosened at all. BUT! Maybe those big media spenders are onto something. Maybe building brand through programs you can't track through Hubspot/Marketo/Salesforce/etc bring a value that needs to be surfaced through data aggregation rather than UTMs. Something to think about - let me know your thoughts! https://lnkd.in/gxdVg43X

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Change time! I’m psyched to soon be joining DataSnipper to help them further accelerate their Demand Generation efforts! After securing a $100M funding round only 2 months ago, DS is gearing up for the next part of their growth journey. This inevitably means I’m also leaving Gainsight. Gainsight has been a pretty wild ride. From building out inSided’s success in B2B SaaS and Customer Success and a potential Series B, to eventually being acquired by Gainsight and delving into the demand side of all of their products, buying other companies—I would say I have been pretty fortunate and my journey has been one of many highs and successes. For this I’m grateful. I’m also grateful for the astonishingly good & fun people I’ve met along the way. Robin van Lieshout for putting up with me through times of crazy growth, an acquisition and many future dinners to come. Nick Mehta and Monika Saha for giving me the chance to uplevel my skills, and hopefully also some of the organization. Jordan Sher, Lauren Olerich, Silvina El Baba, Matthew Wasley, Robin Merritt, Kellie Capote, Rea Stambuk, Silvia Atanasova, Trisha Mistry, and many others for making every day that bit more fun and a learning moment. I’ll continue to follow GS closely. This will also be the first time in 7 years that I don’t work directly with some of my (now) best friends like Udit Lakhotia, Pascal Debets, Bas Klomp, Joris Dieben, Becky May, Anne Willems and many more. This will be weird, but there’s eternal love here! ❤️ Finally, this will also be the first time in 7 years that I don’t work directly ‘in’ Customer Success. Now, I love this industry and won’t forget it. I’ll look for ways to keep contributing to the community as I have in the past (more on that later) as I’m bad at letting go and invested so much already ;-) I’ve met so many amazing people that are a part of this community, that it has become a pretty intricate part of my professional career and network. That’s something to nurture for sure and I know it. As for Datasnipper. Founded by this company has seen CRAZY growth, has incredible PMF, and a Marketing team that’s ready to take all that to the next level. Plus, being in Marketing means I’ve been close friends with Finance & financials for years :D It only makes sense! lol. I’ve been blown away by the results, culture, and mission—making it a no-brainer to sign up. Thank you Vidya Peters, Bas Willems, Sam Brown and many others in the leadership team for the opportunity. LFG, I can’t wait.

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Aligning sales and marketing is crucial for business growth, but it's not always easy. I've always worked diligently to foster a positive and respectful relationship with sales teams. This article provides some helpful key steps marketing leaders can take to build a positive relationship between them and sales. Check it out to learn how to foster better sales-marketing alignment in your organization. https://lnkd.in/gugjVKPn

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I’m proud to share that ZoomInfo has been recognized as a Leader in the 2024 Gartner® Magic Quadrant™ for ABM Platforms. 🚀 Since launching ZoomInfo Marketing in 2022, we’ve come a long way. Momentum favors the bold and innovative, and here at ZoomInfo being innovative is a core value we don't take lightly. How did we go from a Niche Player in 2022 to a Leader in 2024? We listened to our customers. They wanted fast onboarding, comprehensive integrations, and a unified platform with the best B2B data. ZoomInfo Marketing delivers all that and then some. Our vision for ABM goes beyond accounts—it’s about knowing your buyers and delivering real-time, actionable signals to both marketing and sales teams. While historically ABM has focused on intent data, at ZI we knew that there were so many more valuable buying signals that marketers could harness. With so many more relevant signals and context, you’re now creating demand instead of just capturing demand. This is just the beginning. I’m excited for what’s next as we continue to advance in the ABM space and bring actual sales and marketing alignment a reality. This is what ZoomInfo customers experience when they use our ZoomInfo Marketing and Copilot solutions! A new era of AI for GTM teams is being ushered in, and it's awesome leading that charge. 💪 I have a LOT of thoughts on this topic, so I wrote a blog post. Check it out here: bit.ly/4hO56vd 

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Unproductive meetings and conversations are not fun, but this video is funny. With Salesloft’s latest launch, say goodbye to wasted time and energy, and hello to FOUR new conversation intelligence capabilities to help revenue teams capitalize on every interaction. >> Conversation Key Moments: understand how competitors, objections, and decision-makers are affecting buyer decisions >> Meeting Prep Workflow: prepare for buyer meetings in a fraction of the time with an AI-generated “cheat sheet” >> Auto Buying Group Capture: automatically capture members of complex buying committees and create a contact record >> AI-assisted Conversation Scorecards: get AI-generated assessments of seller performance from their calls with buyers ^^And get all these great insights served to you right within your daily workflow See more on our new features here: https://lnkd.in/eyKxUdW7

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I've long subscribed to the philosophy that marketers should be "scrappy" and get good at their craft/practice on whatever #martech is available, free, or cheap...but waiting too long to initiate that upgrade to "better" MarTech is costly on SO many dimensions. How do you decide the ideal time to advocate for new/better/pricier MarTech; based on what growth trends?

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I recently took part in a panel hosted by Dan McGaw, where myself and other Marketing and RevOps leaders to discuss building successful go-to-market strategies. Interestingly enough, much of our discussion veered toward how assumptions can easily derail the best laid plans. From misinterpreting metrics, to skipping what’s often the most simple solution (asking customers directly), we broke down the common missteps in GTM and how to avoid them. Learn all the takeaways from myself, Dan, Nina Wooten, and Kayvan Dastgheib-Beheshti here: https://lnkd.in/eA_dNNWH #twilio #Segment

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Many thanks to Kelly Hopping and Demandbase for inviting me to the podcast! Kelly asks super thoughtful questions and she was a lot of fun to talk to about marketing leadership at different growth phases. Be sure to put NextGen CMO on your go-to list for podcasts, and have a listen to our conversation. Link in comments. #b2bmarketing

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Does your CEO really want to know how many MQLs and SQLs your marketing produced this month? Probably not. Today's marketing playbook vastly differs from the one that worked so well two years ago, including what gets reported internally. I was recently invited to speak to the Arizona Innovation Marketing Association, and I chose to discuss how my marketing playbook has changed. In my talk, which I titled, "The Rebellion of ROI: Why It's Time to Throw Out Traditional Marketing Playbooks," I shared five game-changing shifts forcing a complete rethink of the playbooks we used two, even five years ago. And the first big shift is to admit your CEO doesn't care about MQL's or SQL's. I call it a shift because they used to care about them. Not that long ago, marketing teams were being told Sales needs more "top of funnel LEADS." So Marketers created a bunch of gated assets and threw a gazillion "Marketing-Qualified Leads" over the wall to Sales. Except they quickly learned that someone downloading an eBook is almost never ready to book a sales demo. And in the end, while Marketing could claim success by generating thousands of leads, CEO's and CFO's were focused on driving revenue, not leads. This led to questions like "so how many leads do we need to produce $X in revenue?" In Q2 of last year, I stopped reporting lead numbers. The traditional "MQL" was simply too disconnected from revenue. At the same time, we also took the radical step of ungating all of our assets, which naturally caused our lead count to plunge. Instead, I shifted to reporting inbound pipeline and outbound pipeline produced through marketing outreach efforts (our SDR sits in Marketing, not Sales). The only leading indicator we report is inbound demo requests. Guess what? I've not been asked for MQL or SQL counts in more than a year. The reality is investors are no longer funding growth without profitability, so aligning our marketing efforts to revenue helped prove that our modest marketing investments are producing pipeline. Reporting on pipeline also enables us to report Return on Ad Spend (ROAS) tied to pipeline and revenue (10X and 29X respectively for last year). How has your marketing reporting changed in the last two years?

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A lot of board directors don't understand marketing -- much less the art and science of it. This isn't surprising since only 4% of Fortune 1000 board directors have marketing roles in their bio. This dissonance can make it difficult for CMOs to engage effectively with their board and harder still to secure a board seat themselves. Join me on Thursday at 1pm ET along with an amazing group of executives, investors, and board directors (Steve Byrne, Sandra Lopez, Matan Hazanov) to share insights on how CMOs can successfully manage the board expectations and nail every single meeting. Link to RSVP in the comments. #CMOLeadership #BoardroomStrategies #Mavuus

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Marketers: we should categorize self-reported attribution as "first recall." The human brain is fallible and memory is malleable. Prospects saw you dozens - hundreds of times and the first time a trusted colleague mentioned your name, it stuck. Or when your rep sent that cold email, your prospect [subconsciously] said "oh yeah I think I know them..." Emir Atli wrote about this today. SRA is another touchpoint to look at but is one of thousands along the journey. How much credence do you give to self-reported attribution?

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I could talk about product positioning all day. Good product positioning makes it easy for buyers to see themselves, their routines, and their goals reflected in what you're offering them. Sometimes it's shifting your product positioning from "what we do" to "what we do for you". What a dream getting to meet and talk with Daniel Murray of The Marketing Millennials podcast about: ➡ Creating product positioning that resonates (and how we think about it at Recharge ➡ Sustaining brands in the routine economy ➡ Why your first marketing hire should be a product marketer, and more Check out the full episode ✨

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Hi all - Sharebird invited me to do an AMA on Sales + Demand Gen alignment - a topic near and dear to me! You can ask questions and sign up to get my answers emailed to you via the link below.

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Pipeline marketing drives your revenue 🚀 and marketing isn’t just about leads 🤯 Thankfully, I get to work with folks like Lucas and his Corporate Marketing team here at Highspot who know how to use their channels to drive real revenue impact - and I learn from them every day! Today, he's dropping knowledge about strategic marketing to help you get a better understanding of this intricate machine ⚙   Learn more 👇 https://hghspot.co/3zfzltT

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I've gotten to know Marcus Chan over the past year. He's an incredible coach and mentor for GTM success. When we learned he was a favorite follow for many Aviso AI customers, we knew we had collaborate! We're excited to launch a new, complimentary Sales Leadership Bootcamp! Learn how to blow out your quota in your first 90 days! #GTM #sales #revenue #AE #CRO #RevOps #FLM

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If you’re struggling to address churn and establish your cross-sell and upsell strategy, it’s worth assessing how your Customer Success team is aligned with sales. Getting those two functions on a shared cadence is a game changer for renewal revenue. This is a great read. https://hubs.li/Q02CSblv0

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Evergreen content is the backbone of a successful employee advocacy program 🌲 While topical pieces like news or seasonal promotions have a short shelf life, evergreen content remains relevant over time. Think "how-to" guides, timeless thought leadership, and educational articles. Over time, many employees can share these pieces, amplifying your content ROI. Did you know? About 60% of the content companies create for employees is evergreen, according to this chapter of Bradley Keenan 🏂's book. Not only does it relieve some of the pressure for fresh content, but it also ensures that new advocates joining your program will always have something to share! 👏 Are you maximizing evergreen content in your advocacy program? P.S. if you haven’t got a copy of Employee Advocacy: 101 Cheat Codes, you can request one here: https://lnkd.in/efGigBkU #EmployeeAdvocacy #ContentMarketing #ContentStrategy

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