Share this article

Learn from the brightest minds how to predictably and efficiently grow revenue.

Related Content

Transforming Productivity Metrics with Mike Perrone, Chief Operations Officer at Prodoscore

This week on the Revenue Insights Podcast, Guy Rubin, founder and CEO of Ebsta, speaks with Mike Perrone, Chief Operations Officer at Prodoscore.  In this episode, Guy and Mike discuss data-driven productivity scores, bridging employee flexibility with executive accountability, and how to empower sales teams through actionable insights and tailored coaching.  Mike Perrone is Chief…

Greatest Hits: The Four Pillars of Revenue Operations with Jake Hofwegen, VP of Global Revenue Operations and Enablement at Contentful

In this greatest hits episode of the Revenue Insights Podcast, host Lee Bierton is joined by Jake Hofwegen, VP of Global Revenue Operations and Enablement at Contentful. Jake provides an overview of revenue operations (RevOps) as well as insight into how it can be demystified to create a successful organization. He also explores his experiences…

Building High-Performing Sales Cultures in Technology with Joe McNeill, Chief Revenue Officer at Influ2

This week on the Revenue Insights Podcast, Guy Rubin, CEO of Ebsta, speaks with Joe McNeill, Chief Revenue Officer at Influ2, on how to build high-performing sales cultures.  In this episode, Guy and Joe explore the shift towards person-based advertising, the importance of genuine connections with decision-makers, and the evolving landscape of B2B sales cycles….

 

Leveraging Trustworthy Data Insights for RevOps Success with Lisa Trumbley, Director of Data and RevOps with 10+ years experience

This week on the Revenue Insights Podcast, we are joined by Lisa Trumbley, Director of Data and RevOps with 10+ years experience

In this episode, Lee and Lisa delve into her time at Versature (now acquired by net2phone Canada), highlighting her approach to sourcing trustworthy data insights that can improve decision-making across forecasting, prioritization, and qualification. They further explore the benefits of equipping frontline sales teams with data insights to help them hit their OKRs.

Lisa spent the best part of a decade at Versature, which has now been acquired by net2phone Canada. As the Director of Data and Revenue Operations, Lisa worked with marketing, sales, customer success, support, and finance to ensure the accuracy of data, goals, processes and frameworks for defining, targeting, and prioritizing the most profitable business. Lisa came into this role after having held three different roles in the company, helping to build them from a startup: Manager of Marketing Strategy and Investment, Senior Data Analyst, and Digital Business and Marketing Analyst.

Time Stamps:

  • 00:32 – From startup to scale up: Lisa’s work with Versature
  • 03:36 – Determining ROI on ad campaigns
  • 09:07 – Crucial data points for reporting on ROI
  • 22:59- Using data to inform and improve decision making
  • 30:09 – Equipping teams with insights
  • 38:47 – Connecting insights with OKRs

Highlights:

How To Trust In Your Data

Lisa strongly advocates for collecting multiple data sources together to turn a Salesforce into a single source of truth. At Versature, it was important for her to track lead sources from how it came in to when it closed, keeping a timeline of it through the entire sale cycle. With multiple data sources it can be hard to keep track of each individual lead, and so she had to implement automation where possible. This all led towards creating a dataset the team could trust, which then led into the reports and dashboards she built to show where they are seeing ROI. 

Using Data To Improve Decision-Making 

With data they could trust, Versature were able to utilize insights to improve their decision-making, namely in forecasting, prioritization, and qualification. Forecasting is difficult with inaccurate data, and so building out a dataset they could trust made the forecasting process simpler, smoother, and far more accurate. Qualification is a big deal on the sales side, and with a greater amount of data, it becomes far easier. Finally, by seeing where they were getting a solid ROI, they were able to prioritize where to put the effort in to become more profitable. 

Equipping Teams With Insights To Hit OKRs 

When delivering insights to teams on the frontline, her and her colleagues would connect the insights together with individual OKRs. For example, if a sales rep needed to improve their win-rate, they would be delivered insights that were configured and presented in a way that demonstrate how changing their behavior and approach would directly translate into improving their win-rate.

Subscribe to the Revenue Insights Podcast:

Recommended Episodes: