Is marketing operations dead? — William Tyree //

Chief Marketing Officer of, William Tyree, talks about maximizing your revenue. recently changed their name from Ring DNA. Their name change came as a result of the platform they’d developed into, and the needs they are now trying to serve. Today, William shares’s roadmap to rebranding for revenue.
About the speaker

William Tyree


William is Chief Marketing Officer at

Show Notes

  • 02:24
    Reasons for rebranding to
    Sales and marketing teams are more aligned. Plus, the development into an AI platform, meant Ring DNA was no longer a good name fit.
  • 04:18
    Why RevOps was chosen for the rebrand
    For enterprise companies, a shared data solution was needed to align sales, marketing, and success teams. It also helps to increase the feedback loops between these teams.
  • 05:40
    RevOps and collaboration within marketing teams
    Sales, marketing, and success teams are looking at the same data, instead of being siloed. Using data, they work together to make decisions.
  • 07:28
    The marketing process for rebranding
    First, its about listening to the feedback from people you trust. Then, you inform the company on the reason for the rebrand.
  • 10:42
    Legally changing the companys name
    Identify a name with long-term potential that resonates with people. See what domains are available in your category, and do the legal work to secure the right one.
  • 12:08
    Shortening the name to DNA
    There would have been confusion around the brand. Feedback indicated that both DNA and Revenue DNA sounded like a healthcare company and a finance platform, respectively.
  • 13:20
    Executing a successful company rebrand
    Get the buy-in from internal stakeholders. This is important to ensure that all teams are aligned on the opportunity and reasons for rebranding.


  • "Gartner predicted that by 2025, 75% of enterprise companies would've implemented a RevOps model." -William Tyree,, CMO

  • "It was important for us to build a solution that aligns your sales, success, and marketing teams, through shared data. And things that increase the feedback loops between the teams." -William Tyree,, CMO

  • "In organizations that embrace RevOps, marketing leaders, sales, and success teams, are looking at the same metrics, instead of things being so siloed." -William Tyree,, CMO

  • "RevOps is a data alignment exercise. Youre talking together, openly, about how things are working, what needs to change, and jointly making those decisions." -William Tyree,, CMO

  • "The goal of the RevOps teams is to help everything work smoothly, and give teams the insights needed to make decisions." -William Tyree,, CMO

  • "I think that getting outside reactions to some of the ideas that you have is important, just to make sure you're not getting drunk on your own Kool-Aid." -William Tyree,, CMO

  • "Listening to the feedback was the first step to rebranding. The second step for us was a process where we basically came out to the company and said, here are the reasons we're doing this." -William Tyree,, CMO

  • "We gave ourselves about 90 days to execute the rebrand. Once you're a different company, the next day is about quickly logging into 50 digital properties across the web and changing your identity as well." -William Tyree,, CMO

  • "We looked at changing our name to DNA. But the feedback was that we'd be mistaken for a healthcare or biosciences company. It would take a large spin, in terms of awareness and messaging, to overcome that." -William Tyree,, CMO

  • "We thought about Revenue DNA instead of Ring DNA. And we still had some feedback, without prompting, saying that we sounded like a finance platform for bioscience companies." -William Tyree,, CMO

  • "Rebranding is a lot of work. You cant stop doing your regular job while doing it. So, getting people passionate and bought in on the idea is important." -William Tyree,, CMO

About the speaker

William Tyree


William is Chief Marketing Officer at

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