2022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
- Part 12022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
- Part 2 2022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
- Part 32022 MarTech Predictions: Advancement of No Code Tech — Scott Brinker // Hubspot
- Part 42022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot
- Part 52022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Show Notes
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02:51The rev ops movementThis is the alignment of marketing, sales, and customer service across an organizations processes and platforms, as a combined revenue concept.
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05:56Why CMOs are being replaced by CROsCROs are able to create that synchronicity between marketing, sales, and customer service teams. This removes departmental barriers and allows for scaling and growth.
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08:28Diminishing marketing as an entityUnified systems should balance standardization with enough room for specialization on individual teams with unique capabilities.
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12:07Missing nonIts about rev ops teams understanding the unique challenges of analyzing what is happening throughout the customer lifecycle.
Quotes
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"Customers are moving across our departmental boundaries fluidly. Due to high expectations of continuity and consistency in experience, you can no longer have gaps because your customers feel it." -Scott Brinker, HubSpot, VP of Platform
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"Revenue ops is the ability to bring the discipline of operations across marketing sales and customer service as a combined revenue concept within the organization." -Scott Brinker, HubSpot, VP of Platform
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"The customer is one solid entity. There's no Scott, the marketing receiver. Having the company be able to match and connect as one company to one customer is brilliant." -Scott Brinker, HubSpot, VP of Platform
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"If someone reaches out because of a problem, and their first instinct is to use the social channel, you want to ensure they have a direct line into the customer service organization." -Scott Brinker, HubSpot, VP of Platform
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"A more viable model for a lot of companies is to have very strong marketing, sales, and customer service organizations that are then provided a little bit more of an umbrella with revenue." -Scott Brinker, HubSpot, VP of Platform
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"You want a balance between the best of standardization and the provision of enough agility and room for specialization in individual teams who have a certain capabilities." -Scott Brinker, HubSpot, VP of Platform
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"It is really important for the rev ops team to be a true life cycle revenue ops team and not just a sales ops team with a slightly larger scope." -Scott Brinker, HubSpot, VP of Platform
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"Every time there's a new channel or behavior change, it is definitely a moving target on understanding how upstream activities feed into a customer acquisition." -Scott Brinker, HubSpot, VP of Platform
- Part 12022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
- Part 2 2022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
- Part 32022 MarTech Predictions: Advancement of No Code Tech — Scott Brinker // Hubspot
- Part 42022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot
- Part 52022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Up Next:
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Part 12022 MarTech Predictions: Reintegration of MarTech– Scott Brinker // Hubspot
HubSpot’s VP of Platform, Scott Brinker, discusses his predictions for marketing technology in 2022. The pandemic has accelerated the digitization of departments within organizations. However, marketing technology still remains disconnected from the rest of the organization. Today, Scott talks about the need for reintegration of marketing technology.
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Part 22022 MarTech Predictions: Rev Ops Movement — Scott Brinker // Hubspot
Scott Brinker, HubSpot’s VP of Platform, looks at the shift towards revenue operations. Customer journeys don’t end with purchase and subscription based services mean that customers and businesses are interacting far more frequently. Alignment of these interactions in terms of marketing, sales, and customer service is a must. Today, Scott discusses the rev ops movement of 2022.
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Part 32022 MarTech Predictions: Advancement of No Code Tech — Scott Brinker // Hubspot
VP of Platform, Scott Brinker, from HubSpot, explores how No-Code tools are improving. While non-technical users see the merit of No-Code technology, IT teams and Marketing Ops have long been suspicious of them. If these tools were to be designed with data security and compliance features, we could see more widespread adoption of this technology by large companies in the coming future. Today, Scott addresses the advancement of No-Code technology.
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Part 42022 MarTech Predictions: B2B Commerce Revolution — Scott Brinker // Hubspot
VP of Platform at HubSpot, Scott Brinker, looks into changing B2B buyer habits. The pandemic caused a massive shift in the way we all do business. For B2B companies, there was a move away from traditional in-person sales to video conferencing and other digital means. So today, Scott covers the B2B Commerce revolution.
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Part 52022 MarTech Predictions: Ecosystem Expansion — Scott Brinker // Hubspot
Scott Brinker, VP of Platform at HubSpot, wraps up discussion on his predictions for 2022. For years, a critical pain-point of the MarTech industry was the lack of integration. MarTech products in the last few years have launched with integration capabilities. With this trend expected to continue throughout 2022, Scott looks at the rise and expansion of systems in the MarTech industry.
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