Cat joins The Distributed Truth to discuss one of the most overlooked-yet-important parts of Revenue Operations: documenting the flow of customer data across GTM tools. According to Cat, the ability to track leads to customers to renewals is “very rare” in B2B orgs of any size. We talk diagrams, nightmare scenario “spiderwebs of insanity” and Cat’s unflagging appetite for simplifying and optimizing the tech stack. And if you want to know how to sell to a Revenue Ops leader like Cat, make sure your CS team prioritizes their needs and feedback. 

Caterina Torres is a Senior Revenue Operations Manager at Weights & Biases, previously at Supermove and Zoom. With a background spanning from sales data management to marketing systems, Cat brings a level-headed view of the importance of customer data strategy to Go-To-Market efficiency.

TRUTHS OF THE DAY

CAT: HOW OFTEN DOES ONE END UP IN A SPIDERWEB SCENARIO

“When a company is starting up, they actually do a pretty good job of connecting or finding a single source of truth area. But I'd say the larger the company is, that's where it becomes a spiderweb of insanity.”

CAT ON WHICH TEAMS NEED TO SEE THE FULL CUSTOMER JOURNEY

“Being able to see the full journey is extremely important for all the teams whether they know it or not. Maybe the engineering team would be least likely to benefit from it because they're building the product so they don't really need to see.”

Connect with Caterina and learn more about her work: 

LinkedIn: https://www.linkedin.com/in/caterina-torres-%F0%9F%A7%A9-2331b628/

Weights & Biases: https://wandb.ai/site

Connect with Evan to learn more about Syncari and The Distributed Truth podcast:

Evan Dunn | Syncari | Syncari.com

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