RevOps FM

Every time you explain your business to an AI from scratch, you’re repeating work. The opportunity with context engineering is to make your company’s expertise, processes, and past learning available whenever an agent needs them—so each new task builds on what you already know.In this episode, I’m joined by Jacob Dietle—a consultant focused on context engineering and AI collaboration—to explore company brains, shared knowledge, and how to give agents the information they need to do useful work.We discuss:What context engineering means in practiceWhen to move beyond individual ChatGPT projects to shared company contextHow existing knowledge bases fit into a company brainTurning customer conversations into insights agents can reuseUsing skills, version control, and source evidence to manage contextHow agents find information without loading everything at onceThe challenges of keeping context useful across teamsWhether you’re building AI workflows for yourself or helping your company adopt agents, this conversation explores the decisions involved in organizing knowledge, choosing tools, and starting with practical use cases.About Today's GuestJacob Dietle helps teams organize company knowledge and build systems for AI collaboration through Taste Systems.His work combines context engineering, knowledge management, and team enablement, with a focus on making company expertise usable across people and agents. In this conversation, he shares his approach to working with seed and Series A companies on AI for go-to-market.You can find him sharing his work on LinkedIn and his Substack, Speed to Insight.Key Topics[00:00] - Introduction and defining context engineering[03:30] - How business context changes AI outputs[05:15] - From individual AI projects to company brains[09:20] - Where existing knowledge bases fit[14:27] - Choosing where to start[17:12] - Turning customer calls into grounded insights[22:45] - Building useful skills without modeling the whole business[25:25] - Version control and preserving organizational learning[30:46] - Choosing tools and structures for your use case[33:06] - Progressive disclosure and how agents retrieve context[34:53] - File-based retrieval versus semantic search[39:44] - Managing context across teams[41:40] - Self-learning systems and human review[43:26] - Connecting with JacobResource LinksTaste SystemsContext OS QuickstartWhat even is context?Applied Context EngineeringLearn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

Justin and Lily reflect on their parallel journeys diving deep into AI throughout 2025. They discuss why most AI content misses the mark for operators and system builders working within corporate constraints, share lessons from building production AI tools, and explore what's next for bringing these capabilities into the enterprise.Guest: Lily Luo — Systems & Operations Leader, Author of Applied AI for MOps SubstackRead more of Justin's thoughts on AI Builders: The operator's roadmap for AI in 2026KEY TOPICSThe Gap in AI Content Most resources target researchers or GTM engineers focused on outbound automation. There's little guidance for operators dealing with cloud tools, security, and corporate complexity. That creates an opportunity to define best practices for this underserved audience.2025 Project Highlights Lily built an "Analysis Dossier" tool that generates full account research reports at the click of a button. Justin replaced a vendor intelligence tool with a custom system using Retool and a conversational agent.Lessons Learned Start with tightly scoped AI steps in linear workflows for reliability. Pre-process insights asynchronously rather than relying on real-time agent calculations. Match tools to use cases. Failures teach more than successes.Atlas: Lily's Autonomous Agent Runs on Google Cloud and wakes every 4 hours to research and progress projects. Uses a three-layer memory architecture: identity, temporal journal, and knowledge graph. Can push its own code and interact with other agents.2026 Outlook Focus on scalability, reduced hallucination, and team enablement. Build infrastructure that unlocks flexible, ad-hoc use cases. Bridge the gap between AI capabilities and enterprise readiness.The Human Side Working closely with AI changes how you think. Boundaries matter—don't let AI become a crutch.RESOURCESApplied AI for MOps — Lily's SubstackAI Builders Blog — Justin's SubstackTools mentioned: Claude Code, Gemini, ChatGPT, Zapier, Retool, Dust, Azure AI Foundry, Letta, VS CodeONE TIP FOR GETTING STARTEDPick a real pain point. Start with low-code tools you already know. Test relentlessly. Expect to fail—and learn from it.

SEO used to be the ultimate growth lever—offering massive “free” traffic to marketers who could outsmart the algorithm. But in 2025, it's a different game.In this episode, I’m joined by Gaetano DiNardi—an SEO strategist with deep experience across B2B SaaS—to unpack how AI is reshaping the search landscape.We discuss: The SEO playbook for 2025 How zero-click search is impacting real-world traffic Why brand is actually a competitive moat for SEO How to appear in AI search previews and LLM recommendations When a startup should consider SEO How to optimize content for the top, middle, and bottom of the funnelWhether you’re running SEO for an enterprise brand or figuring out your growth strategy as a founder, this conversation will help you recalibrate your approach to search in the age of AI.About Today's Guest Gaetano DiNardi is an SEO expert and principal consultant at Marketing Advice.He’s spent over a decade in B2B marketing, helping 50+ SaaS companies drive growth and demand. He’s battled in some of the most competitive trenches out there—categories like identity theft, business VoIP, employee monitoring, insider threat detection, LMS software, and more.You can find him sharing lessons from the field on LinkedIn and Substack.Key Topics[00:00] - Introduction[01:24] - Evolution of search over the past 10 years[04:09] - Impact of brand on rankings[05:36] - Did SEO degrade search quality?[11:30] - Impact of zero-click results[20:28] - How to get recommended in AI preview[34:15] - When should a startup focus on SEO?[41:39] - SEO for TOFU, MOFU, and BOFU Resource LinksMarketing AdviceMarketing Advice SubstackScrunch AI - Brand monitoring for AI searchWhat is Brand Authority and How Is It Calculated? - Moz Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

AI agents are everywhere in conversation right now—but what actually makes them work? It’s not just slapping a large language model into a workflow and calling it a day. Under the hood, real agentic systems operate differently. They make decisions. They adapt. They break out of rigid if-this-then-that logic and enter something closer to human judgment.In this episode, I talk with Daniel Vassilev, co-founder of Relevance AI, a platform purpose-built for building and deploying true agents. We dig deep into how agentic systems are structured—from core instructions to tool orchestration—and how that foundation changes what’s possible. Daniel explains the difference between automation and autonomy in clear, practical terms that any builder, founder, or operator can understand.We also explore real-world use cases: where agents shine today, where they fall short, and how teams are already using them to 10x output without ballooning headcount. Whether you’re dabbling in LLM workflows or ready to rethink how your company works entirely, this conversation will level up your mental model.If you’ve been wondering where the hype ends and the real architecture begins—this is the episode.About Today's Guest Daniel Vassilev is Co-Founder and Co-CEO of Relevance AI, a platform to develop commercial-grade multi-agent systems to power your business. With a background in software engineering, he previously created, grew and monetised two apps to a combined 7 million users, reaching #1 on the App Store top free.Key Topics[00:00] - Introduction[01:31] - Defining agentic AI[03:28] - AI in linear workflows vs. agentic systems[08:19] - How agents work under the hood[11:24] - Always-on agents[13:43] - Selecting the right tasks for agentic AI[17:42] - Copilot vs. Autopilot [22:44] - Are there tasks we should never delegate to AI? [25:03] - Coolest use cases[34:30] - Agent memory and continual improvement[37:55] - Compounding effect of agent teams[41:39] - Relevance the company and platformLearn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter Disclosure: I am using an affiliate link for Relevance AI, which means I earn a small bonus if you sign up through my content.

Not many people make it to VP of Marketing Operations—Kimi Corrigan has done it twice. In this episode, she shares her journey from marketing coordinator to leading marketing ops at companies like Duo Security, Cisco, Wiz, Expel, and DataRobot. We dive into what it really takes to reach VP level, how to position yourself for leadership, and why marketing ops pros should start asking for that title.Kimi also gets real about the challenges of scaling teams, navigating internal politics, and balancing the tactical with the strategic. We talk about how marketing ops has evolved, the role of data and strategy, and why building strong cross-functional relationships is just as important as knowing your way around a tech stack.If you're a marketing ops pro wondering what’s next in your career—or how to level up—this one’s for you.About Today's Guest With over 19 years in marketing operations and leadership, Kimi Corrigan thrives on optimizing marketing strategies for efficiency and effectiveness.Kimi has held marketing ops leadershiop roles at Duo Security, Cisco, Wiz, Expel, and DataRobot.https://www.linkedin.com/in/kimicorrigan/Key Topics[00:53] - How Kimi got started in marketing operations[03:04] - Early-generation marketing automation[05:54] - How you know if MOPS is working well[10:11] - Navigating people and organizational problems[16:51] - Becoming a VP Marketing Ops[22:31] - Operations and strategy [33:47] - Composable stacks vs. suites[37:51] - MOPS team structure[39:50] - Planning cycleResource Links Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

Earlier this month, Scott Brinker and co-author Frans Riemersma released their latest report: Martech for 2025. It’s 108 pages of dense insights on where Martech is headed—and as you might imagine, it’s largely focused on the core ways AI is re-shaping our discipline. For nearly 15 years, Scott has chronicled the rise of martech as one of its foremost thought leaders, and it was my pleasure to sit down with him to dig into the conclusions. Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Scott Brinker is VP Platform Ecosystem at HubSpot and previously the co-founder and CTO of ion interactive, a SaaS company that pioneered interactive content for global enterprises and was acquired in 2017.Since 2008, he’s also run the Chief Marketing Technologist blog, chiefmartec.com, with over 50,000 readers, and creator of the Marketing Technology Landscape, mapping the growth of the marketing technology industry from a few hundred vendors to over 14,000. He wrote the best-selling book "Hacking Marketing," published by Wiley in 2016, and co-authored of the article "The Rise of the Chief Marketing Technologist" published in Harvard Business Review. He is a frequent keynote speaker at conferences around the world on topics of marketing technology and agile marketing.https://www.linkedin.com/in/sjbrinker/Key Topics[01:26] - Main take-aways from the report[03:31] - How AI can lead to more differentiated marketing[06:07] - Efficiency vs. effectiveness from using AI[11:33] - AI and the Hype Cycle[15:28] - Innovator’s Dilemma and compressed innovation[17:16] - Segments of AI innovation[21:06] - Innovation challenges fo r legacy incumbents[22:56] - Last-mile issues with AI feature quality[29:10] - AI agents[40:54] - Orchestration layer Resource LinksMartech for 2025 Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

At a recent event with about 300 attendees, today's guest polled the audience and asked how they felt about their ABM performance. 98.5% said they weren't satisfied. If you've ever built an ABM program, this statistic may not surprise you. My observation is that there are few motions where the hype and the reality are so far apart. Why is that? What are people getting wrong about ABM? And how do you make it work? Andrei Zinkevich provides some very concrete and detailed answers to these questions in today's episode. You'll learn why ABM is more than the typical "display ad + email" recipe that many companies use, why true ABM really doesn't scale in a conventional sense, why you don't need expensive software, and why the most important personalization data comes from the company's own buyers. Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Andrei Zinkevich is co-founder at Fullfunnel.io, an agency that transforms B2B tech and service-based companies from siloed sales and marketing to full-funnel account-based marketing and demand generation. He's also co-host of the Full-Funnel B2B Marketing Podcast. https://www.linkedin.com/in/azinkevich/Key Topics[00:00] - Introduction[01:43] - Core mistakes of most ABM motions[13:47] - The pillars of ABM[29:09] - Creating awareness within target accounts[36:11] - Moving from awareness to sales discussionsThanks to Our SponsorBig thanks goes out UserGems for sponsoring today’s episode. We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going. UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners. Try UserGems Resource LinksABM and Demand Gen Consulting & Training | FullFunnel.io Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

This week we sit down with Mallory Lee, a seasoned RevOps leader whose career spans transformative roles at Pardot, Terminus, and more. Together, we tackle the realities of RevOps today, from debunking the myth that RevOps is the buyer for tech tools to navigating the challenges of unified operations.Mallory reflects on her time leading teams through the rise of ABM platforms, highlighting lessons learned about hype, strategy, and staying grounded in reality. She also shares her candid perspective on the role of RevOps as the backbone of a company’s strategy. We explore how RevOps can bring alignment across go-to-market teams, why getting the ICP right is a never-ending challenge, and how tech platforms like marketing automation must evolve to keep up with modern demands.Whether you’re a RevOps practitioner, a SaaS vendor, or just someone who loves geeking out over strategy, this episode is packed with unvarnished truths and actionable insights.Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Mallory Lee is an experienced Revenue Operations professional with 15 years of experience collaborating across the GTM Org and C-Suite to scale B2B SaaS revenue. She's held marketing and RevOps leadership positions at companies like Terminus and Nylas, is a product advisor for RevTech companies, and co-founder of the RevTech Review. https://www.linkedin.com/in/mallorylee/Key Topics[00:00] - Introduction[00:57] - Favourite RevOps career path[01:34] - Why you shouldn’t build software for RevOps[05:26] - Iterating on your go-to-market message[07:50] - Shortcomings of ABM tools[16:21] - Signal-based selling and the role of RevOps[25:52] - Marketing automation landscape[33:58] - Unified RevOps[46:09] - Product consulting[48:41] - RevTech ReviewThanks to Our SponsorMarketers: it's planning season. Time to live in your office with the world's biggest spreadsheet and hope that finance doesn't slash your budget. Planning is tough, but at least you can put your best foot forward with a structured framework that covers all the bases. Our friends at Uptempo have just launched the Blueprint for Marketing Planning. It's a totally free and comprehensive guide for enterprise marketing teams. You'll get a seven-step planning process that integrates top-down strategy with bottom-up execution and gives you a crystal clear picture of how you'll hit your number. Get your free copy now: Uptempo Planning Guide Resource LinksThe RevTech Review Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter

One of the most interesting projects I worked on recently was a rebuild of our ABM / outbound / buying signal tech stack at my day job. I had bought one of the big legacy ABM platforms a few years ago but had never really seen the value we were hoping for, at least not enough to justify the cost. And meanwhile, there’s been this explosion of new vendors in the outbound space—tracking signals, aggregating signals, powering sales workflows, enrichment, AI SDR assistants, and the list goes on. I did a really deep evaluation to understand the landscape, and just as I wrapped that up, I sat down with Janis and Philipp who host the RevOps Lab podcast by Weflow.We had a great discussion and really went into the details on this topic. If you’re thinking about changing up your ABM tech or just want to get oriented on what’s going on here, this is a great episode for you. Hope you enjoy it, and check out more episodes from RevOps Lab here: https://www.getweflow.com/revops-lab--------Justin Norris, Senior Director of Marketing Ops at 360 Learning and host of the RevOps FM podcast, joins us to dive into outbound strategies and the evolving role of AI in sales. Justin shares his approach to outbound, focusing on experimentation, signals, and leveraging technology to make outbound motions more effective. He also discusses the importance of flexibility in trying new outbound approaches and creating a system where teams can experiment and learn what works best.We cover:The shift from traditional outbound methods to AI-driven strategiesHow signals play a critical role in outbound successThe importance of flexibility and experimentation in outboundUsing tools like MadKudu to streamline outbound workflowsAI’s role in the future of outbound and sales engagementChapters:[00:00] Introduction[01:17] Justin’s Background and Journey in RevOps[03:59] Outbound in the Modern Sales Environment[07:31] Signals and AI in Outbound Strategy[14:39] Building Flexibility into Outbound Motions[19:06] The Future of AI and Sales Engagement[24:00] Experimentation and Learning in Outbound[35:30] Final Thoughts and Advice--------Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak Thanks to Our SponsorBig thanks goes out UserGems for sponsoring today’s episode. We all know running outbound is a huge pain—you need to manage a dozen different tools and data sources and it takes ton of manual work to keep it all going. UserGems solves that with one platform to capture signals and automate next steps with workflows and AI.You get a library of the most impactful signals in one place, automated playbooks to make sure your team executes consistently, and Gem AI to create personalized messaging for each prospect. So stop wasting time and start targeting your most promising buyers with less headcount. Click the link below for a special offer just for my listeners. Try UserGems

Attribution remains one of the hardest challenges in marketing. It affects literally EVERYTHING: how we’re perceived as a discipline, the strategies we pick, the activities we decide to do—even how we justify our existence. B2B companies generally use some combination of first touch, last touch, or multi-touch attribution. They may apply those approaches very diligently and rigorously, but few stop to consider whether those methods are valid and sound. How do we know whether attribution actually predicts anything? Are we just deluding ourselves? And if we tear down MTA, what do we put in its place? In today's conversation with Pranav Piyush—CEO of Paramark—we discuss how to apply marketing mix modelling and incrementality testing to understand the effectiveness of any channel or asset.Thanks to Our SponsorMany thanks to the sponsor of this episode - Knak. If you don't know them (you should), Knak is an amazing email and landing page builder that integrates directly with your marketing automation platform. You set the brand guidelines and then give your users a building experience that’s slick, modern and beautiful. When they’re done, everything goes to your MAP at the push of a button. What's more, it supports global teams, approval workflows, and it’s got your integrations. Click the link below to get a special offer just for my listeners. Try Knak About Today's Guest Pranav Piyush is the Co-Founder and CEO of Paramark, a platform providing marketing measurement and forecasting for fast-growing businesses. Prior to Paramark, he's held growth and marketing leadership roles for companies like Magento, Pilot.com, and BILL. https://www.linkedin.com/in/pranavp/Key Topics[00:00] - Introduction[01:45] - Why multi-touch attribution isn’t valid[07:19] - Why MMM overcomes the limitations of MTA[11:05] - Correlation vs. causation[16:00] - Measuring the impact of content[22:47] - How MMM works under the hood[27:12] - Running an incrementality test without MMM[32:26] - Qualitative insights[37:39] - Incrementality deep dive[43:07] - Brand[49:30] - ParamarkThanks to Our SponsorThis November, MOps-Apalooza is back in sunny, Anaheim, California, and it's going to be the marketing ops event of the year, packed with hands-on learning from real practitioners. This is the only truly community-led tech-agnostic MOPS conference out there. It's got the best speakers, the best networking, the best social events, and maybe even a trip to Disneyland. This isn't your 50,000 person tech company conference. It's an intimate gathering of folks who are in the trenches every day. Registration is capped at 700 attendees, and tickets are going fast. MOps-Apalooza 2024 Resource LinksParamark - Stop Guessing, Start Growing: Marketing Measurement Redefined Learn MoreVisit the RevOps FM Substack for our weekly newsletter: Newsletter