How RevOps can prove their ROI — Camela Thompson // CaliberMind

Camela Thompson, VP of Marketing at CaliberMind, talks about the marketing KPIs you should be tracking. Even marketers are susceptible to marketing, especially when we want to boost ROI. However, our tech stacks have exploded and we’re now depending on rev ops to bring the data together across these applications in a meaningful way. Today, Camela discusses how rev ops can prove a marketer’s ROI.
About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

Show Notes

  • 02:10
    Camelas journey from rev ops to the CMO role
    Camela came to the table with a unique blend of tech-savvy, data, and writing skills. After combining those skills, she found a need in the market as budgets were being cut, but writers were still needed.
  • 04:26
    Why focusing on the rev tech stack is critical
    Marketing uses many applications that dont always talk to one another. So, it requires someone with a data background to merge all the data together to make sense of it.
  • 06:52
    Why the rev tech stack is exploding
    Marketers make a lot of purchases of technology to improve ROI. And this can lead to redundancy in tools without and tools not being used to the fullest.
  • 08:56
    Tips to propel your rev ops career
    Many small companies have systems that arent meaningfully connected to understand what's happening. Learn how to create a business case that appeals to leadership and the CFO.
  • 10:30
    Creating effective business cases for CFOs
    Create strong arguments by tying the dollars saved to your actions, while ensuring the math is believable. Promote activities and wins internally to increase executive buy-in.
  • 12:43
    Must have rev tech stack tools
    CaliberMind improved its communication strategy using Clearbit Reveal as a web tracker. They use their own customer data platform to unify data and get executive buy-in. And LeanData is used for routing and other capabilities.

Quotes

  • "Marketing uses up to 91 cloud-based applications. And, leaders need to understand that none of them are constructed to speak the same language and identify people the same way." - Camela Thompson

  • "We want to see our ROI four X, 400 X, or whatever we can get out of it. So, we tend to make a lot of purchases and unless somebody is reminding us of what we have, it explodes really quickly." - Camela Thompson

  • "The key to propelling your rev ops career is learning how to create a business case that is appealing to not only your leadership but the CFO. Because that's where the money comes from." - Camela Thompson

  • "Anytime you see a win, put it on your resume because it looks great to say, I uncovered 1 million additional pipeline in a month and communicate it to the company." - Camela Thompson

About the speaker

Camela Thompson

CaliberMind

 - CaliberMind

Camela Thompson is VP of Marketing at CaliberMind

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