(Note: slide share screwed up the formatting of the slides. For a cleaner version see my google slides: https://docs.google.com/presentation/d/1RcttXkUhNXQ-wrAEwT6sKlK92OEml7eUNlEGVOASLAY/edit?usp=sharing) Presented at MarTech conference on 2018.04.25 “How do we create better customer experiences amongst an increasingly non-linear customer journey and fragmented technology stacks?” In this talk, Tomasz Tunguz of Redpoint ventures and Isaac Wyatt of HashiCorp present three frameworks to unify the three functions of a Go-to-Market organization to a singular customer journey that creates more value for the customer, and by extension the business, and also a potential career path for a -ops practitioner to the C-suite.

2. The Go-To-Market Stack
Unifying Marketing, Sales, & Customer Operations
@Ttunguz | @IsaacWyatt

3. Tomasz Tunguz
Partner
Redpoint Ventures
Isaac Wyatt
Sr. Director, Strategy & Ops
HashiCorp
@Ttunguz | @IsaacWyatt
3
Mktg
Customer
Success
Sales

4. @Ttunguz | @IsaacWyatt
“How do we create better
customer experiences amongst
an increasingly non-linear
customer journey and
fragmented technology stacks?”

5. Local Maxima
- Optimizing for website
conversions
- Owned by digital, growth
Global Maxima
- Optimizing for customer
value
- Owned by new function:
- Customer Operations
From Local to Global
@Ttunguz | @IsaacWyatt

6. How does this role create more value?
@Ttunguz | @IsaacWyatt
- Orchestrate Marketing, Sales, and Customer success
- Provide insight and metrics across entire customer
journey
- Measure customer health and sales efficiency

7. @Ttunguz | @IsaacWyatt
“What is required to do build it?”

8. Supporting Frameworks
1) A framework to identify
customer value creation, and
the supporting customer
journey
1) A technology and data
strategy to unify the customer
journey across all (digital)
customer touchpoints
1) A measurement framework to
inform action and understand
global (and local!) results
@Ttunguz | @IsaacWyatt

9. Supporting Frameworks
@Ttunguz | @IsaacWyatt
1. Develop a compelling narrative
1. Describe the personas
1. Create content for personas
about narrative
1. Syndicate message across
channels to maximize reach
1. Analyze, orchestrate, scale,
optimize, repeat
1) A framework to identify
customer value creation, and
the supporting customer
journey
1) A technology and data
strategy to unify the customer
journey across all (digital)
customer touchpoints
1) A measurement framework to
inform action and understand
global (and local!) results

10. @Ttunguz | @IsaacWyatt
2. Describe the persona1. Develop the narrative 3. Create content to
facilitate narrative through
journey
5. Analyze, orchestrate,
scale, optimize, repeat
4. Syndicate the content
across channels

11. Supporting Frameworks
1. Systems that measure key
points in customer journey
(Systems of Record)
1. Systems that facilitate
movement through key points
(Systems of Engagement)
1. A unifying set of business and
systems rules that identify
mutually exclusive, collectively
exhaustive customer stages
@Ttunguz | @IsaacWyatt
1) A framework to identify
customer value creation, and
the supporting customer
journey
1) A technology and data
strategy to unify the customer
journey across all (digital)
customer touchpoints
1) A measurement framework to
inform action and understand
global (and local!) results

12. @Ttunguz | @IsaacWyatt
Unified customer data
across SoR, SoE
Marketing Sales Customer Success
Customer Macro-Stage
System of Record System of Record System of Record
Systems of Engagement Systems of Engagement Systems of Engagement
Customer Data Platform
Systems of Intelligence
Org Function
System describing where
customer is in journey
Systems which interact
directly with customer in
different digital channels
Systems processing data
(Automation, ETL,
Biz Logic, etc)
Business IntelligenceAnalytics & Reporting

13. Supporting Frameworks
1. Global Journey Throughput:
a. Sales Efficiency
b. NPS
c. Revenue
1. Local Optimization
a. Varies by channel/function
b. Incremental lift compared to
global journey throughput
@Ttunguz | @IsaacWyatt
1) A framework to identify
customer value creation, and
the supporting customer
journey
1) A technology and data
strategy to unify the customer
journey across all (digital)
customer touchpoints
1) A measurement framework to
inform action and understand
global (and local!) results

14. @Ttunguz | @IsaacWyatt
“What would be the
career path for this role?”

15. Possible Career Paths (Speculative)
@Ttunguz | @IsaacWyatt
Marketing Ops
Sales Ops
Customer Success Ops
GoToMarket Strategy & Ops
Customer Ops
Revenue Ops
Revenue Marketing
COO
CRO
???
Local Maxima Global Maxima

16. @Ttunguz | @IsaacWyatt
These roles have same focus:
“Create customer experiences
aligned to a journey that yields
higher throughput for global
customer and business value
creation”

17. programmed by:
In association with:
&

18. Resources
@Ttunguz | @IsaacWyatt
http://tomtunguz.com/marketing-roadmap/
http://tomtunguz.com/cro-customer-ops/
http://tomtunguz.com/customer-operations/
http://www.dwmkerr.com/the-death-of-microservice-madness-in-2018/
https://www.inc.com/jacob-morgan/the-game-of-business-has-changed.html
http://www.dwmkerr.com/the-death-of-microservice-madness-in-2018/
http://go.radius.com/rs/764-MES-613/images/The-Rise-of-Revenue-Ops-Why-
Marketing-and-Sales-Operations-Make-Growth-Possible.pdf