Open agenda: the RevOps conference schedule
Ed King
Openprise
Keynote + Solutions Showcase
Beyond Pilots and Personal Productivity Tools: How to build trust in AI for Ops automation
Megan Crone
Palo Alto Networks
From click to connect: How Palo Alto Networks built a high-speed enrichment engine
When it comes to revenue acceleration, speed to lead isn’t optional—it’s everything. But for most teams, manual list loading and fragmented enrichment workflows slow things down before sales ever gets a chance to act. In this session, learn how Palo Alto Networks tackled the challenge head-on with automated list loading, smarter enrichment workflows, and a sharp focus on ROI.
We’ll cover:
- How they automated list ingestion from multiple sources to dramatically cut time-to-lead
- Best practices for enrichment vendor evaluation—how to measure and assess ROI, transparency, and scalability
- How Palo Alto Networks tracks enrichment ROI, from cost per match to conversion impact
- Reporting on ROI metrics that matter—including conversion lift, pipeline velocity, and revenue growth
- The role of data lineage—how to map the flow of enrichment data from its source to its final destination and how it impacted revenue
If you’re looking to prove the value of your enrichment strategy and accelerate go-to-market execution, this session will show you how it’s done—fast, clean, and at scale.
Zach Hoogerland
Rubrik
Scaling smarter: How Rubrik’s MOps team automated the chaos
When most of your internal RevOps tickets are just people asking for list uploads, it’s time to rethink your support processes. In this session, Rubrik’s Marketing Ops team will share how they scaled support across hundreds of sellers and marketers—going from a reactive ticket system to a proactive, AI-assisted operation. You’ll learn:
- How Rubrik built an internal chatbot powered by LLMs to field requests, automate ticket creation, and deflect repetitive asks
- What it takes to operationalize AI inside a marketing org, from defining use cases to aligning on inputs, outputs, and success metrics
- How their ops team built sustainable workflows that keep pace with GTM growth—while improving response time and internal satisfaction
If you’re drowning in Asana tickets, running ops through Slack DMs, or trying to support a massive GTM team with a tiny MOps crew—this is the blueprint you’ve been waiting for.
Joe Giacalone
Teladoc Health
Routing Revolution: Teladoc Health’s intelligent automation across multiple CRMs
When Joe Giacalone joined Teladoc Health in early 2023, lead routing was a painstakingly manual process: one queue, a couple of spreadsheets, and a rotating cast of people making judgment calls. With multiple business units and separate Salesforce instances already in play, it wasn’t just inefficient—it was unsustainable. Fast forward to today, and Teladoc Health’s lead-to-account (L2A) matching and routing workflows are 99% automated, intelligently directing leads to the right reps across a complex GTM structure. In this session, Joe will walk through the evolution of that transformation, from building the business case and managing multi-CRM complexity to standing up automated swim lanes for different lead types and business units. You’ll learn:
- How Teladoc Health replaced manual lead queues with dynamic routing logic that scales across teams and CRMs
- Why splitting high-priority leads from lower-priority ones helped drive better follow-up
- The role of Openprise in enabling L2A matching, data flow control, and downstream CRM coordination
Whether you're drowning in routing rules or trying to unify ops across siloed teams, this session will show you what’s possible when you stop triaging and start orchestrating.
Chaitra Shivram
Nutanix
Lauren Murray
Openprise
Optimizing the full funnel: How Nutanix automated lead flow and territory management
In today’s economic climate, vendor sprawl and shrinking budgets are forcing revenue teams to rethink their tech stack and processes. Nutanix took on this challenge, tackling data chaos and streamlining operations with Openprise. Join this session to hear how the MOps and SOps teams at Nutanix built a seamless, scalable, and self-sufficient data engine to eliminate manual work and reduce cross-functional bottlenecks. You’ll learn how they:
- Created a “holding tank” for leads and contacts, using enrichment, scoring, and segmentation to prepare records for intelligent lead routing
- Automated territory management, so staffing changes trigger real-time updates—no spreadsheets, no ticket queues
If you’re struggling with account misalignment, vendor sprawl, or slow-moving territory changes, this session offers a blueprint for transformation—no duct tape required.
Ryan Nelson
Openprise
Phuong Pham
JumpCloud
Jessica Ruane
Openprise
David York
DRGN Studios
Joshua Cooper
Candela Medical
Can AI fully replace humans for the GTM team? The hard truth about scaling AI
With the rise of AI-powered tools, the question isn’t if AI can support go-to-market teams; it’s how much of the human element can realistically be replaced. Can AI fully take over SDR outreach? Can it personalize engagement without oversight? Today’s reality suggests otherwise. AI still struggles with hallucinations, fabricating details that could make outbound messaging ineffective or even embarrassing. The “lights-off” dream, where AI operates without human intervention, remains out of reach due to these accuracy gaps and the need for human sanity checks. In this session, a team of GTM practitioners will dig into the hard truths about scaling AI in GTM. You’ll learn where AI excels, where it stumbles, and how to build systems that keep human intelligence in the loop. We’ll cover:
- Data quality – Why AI is only as good as the data it’s fed, and how bad data breaks automation.
- Prompt engineering – How getting value from AI means mastering the inputs, not just relying on outputs.
- Risk management – Where AI can augment the GTM teams, and where replacing humans can backfire.
Walk away with a clearer view of what’s hype, what’s real, and how to responsibly scale AI across your GTM motion. (Hint: And we’ll send you home with an AI Prompt Engineering Handbook!)
Josh Ren
Securiti
Funnel vision: Automated B2B attribution from click to close
Attribution isn’t just about proving marketing’s impact. It’s the key to automating your entire funnel. In this session, Josh pulls back the curtain on his B2B attribution methodology. He will reveal proven frameworks and best practices that can be leveraged within any B2B organization to drive full-funnel marketing automation — from first touch to closed-won. You'll hear how his team built a flexible attribution framework that not only measures performance across every channel and stage, but also powers scoring, routing, segmentation, and reporting in real time. He’ll dig into:
- Why attribution isn’t a standalone reporting exercise—it’s the backbone of a fully automated funnel
- How Openprise helps B2B organizations with specific workflows and automation used to clean, enrich, and unify campaign and CRM data without manual intervention
- Lessons learned from scaling automation across marketing and sales ops, including time saved, systems streamlined, and how they proved ROI to leadership
Whether you're stuck in spreadsheet chaos or trying to convince leadership to invest in ops-led growth, this session will provide you with a blueprint to rethink your funnel and automate it.
Ali Rastiello
GTM Edit
Cortney Lassetter
Health Catalyst
From clean data to real results: How Health Catalyst scaled segmentation, automation, and GTM alignment
Clean data alone won’t save your go-to-market strategy. The Marketing ops team at Health Catalyst inherited a “clean” data environment—only to discover blind spots in segmentation, intent accuracy, and operational scalability. In this session, you’ll learn how their team rebuilt a rock-solid data foundation and operationalized it with automation and real-time orchestration using Openprise to overcome common limitations in CRM and MAP systems. You’ll learn how to:
- Streamline lead segmentation for buyer persona and buying group alignment
- Power cross-sell/upsell paths and survey targeting using product data
- Organize data to power time-bound attribution models
You’ll leave with a playbook for turning “clean” data into real GTM results—plus a few sanity-saving tips on when to automate, when to simplify, and how to explain it all in a language the business actually understands.
Rupal Shah
MNTN
From data enrichment to revenue impact: How MNTN tackles data quality for TAM analysis
Accurate TAM analysis begins with one thing: reliable data. In this session, Rupal Shah, Data Systems Manager at MNTN, will share how her team is building a scalable, phased data quality program that turns enrichment and validation into real revenue impact. Instead of boiling the ocean, MNTN takes a project-based approach—aligning stakeholders, testing vendors, and steadily raising data quality standards. Key Takeaways:
- How to structure data quality projects for quick wins and long-term scalability
- Lessons from failed approaches (like manual mining) and what to do instead
- How to validate data quality with multiple vendors and key identifiers (DUNS, FEIN, etc.)
If you’re responsible for delivering data that drives high-stakes business decisions, especially TAM analysis, you’ll walk away with a playbook for moving from scattered clean-up efforts to a repeatable, revenue-driving strategy.
JD Nelson
Vimeo
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Mitch Janning
Vimeo
How Vimeo built a composable MAP to unlock PLG and enterprise growth
For a product-led company like Vimeo, traditional marketing automation platforms couldn’t keep up with the complexity of their growth motion. Their freemium users often turn into high-value enterprise customers, but the systems meant to support that journey weren’t designed to recognize it. With users, buyers, and customers living in disconnected platforms, personalization and targeting broke down. So what happens when your marketing automation platform isn’t scaling to meet your PLG needs? For Vimeo, the answer was clear: build something smarter from what you already have. In this session, JD Nelson and Mitch Janning walk through Vimeo’s bold decision to rebuild their GTM tech stack with best-in-class tools like Openprise, MessageGears, and Salesforce—and how they navigated the process. You'll learn:
- Why Vimeo chose to build a composable MAP and how they architected a modular, PLG-ready stack to support flexibility and scale
- How they reshaped their segmentation and targeting approach to identify “enterprise intent” in freemium users
- What it took to unify user, buyer, and contract data scattered across systems to identify buying groups
Whether you’re stuck with inherited tech or trying to scale PLG across siloed systems, this is the playbook for untangling complexity and modernizing your GTM motion.
Jackson Mattox
Cockroach Labs
The GTM swiss army knife: Why marketing Ops will never be cookie-cutter and how AI can boost production
Every company has a different GTM puzzle: Different stage, different vertical, and a different strategy. What’s more, the AI hype cycle is in full swing, but not every operations workflow requires AI. Marketing Ops leaders can only succeed by adapting, rather than forcing a one-size-fits-all playbook. In this session, Jackson Mattox, Senior Marketing Operations Manager at Cockroach Labs, will share how his team balances AI experimentation with automation discipline to thrive in complex go-to-market environments. He’ll walk through frameworks for diagnosing messy tech stacks, highlight where AI can truly accelerate productivity (like activity summarization, custom insights and signals, and enhanced enrichment), and explain why human judgment remains the most valuable tool in tailoring ops to organizational maturity. You’ll learn:
- A framework for evaluating where to start when inheriting a messy tech stack
- How to adapt processes to fit unique GTM motions (enterprise vs. SMB, PLG vs. sales-led)
- How to thrive as the connector between sales, product, finance, and marketing
- How AI can accelerate the diagnostic phase (e.g., activity summarization, custom insights and signals, and enhanced enrichment), but why human judgment is still critical in tailoring ops to org maturity
Ed King
Openprise
Camp MOpza | Build Trust, Not Just Pilots: The Path to Scalable AI for Ops Teams
Most AI used today in GTM motions is still stuck in low-risk pilots that will never scale. In this workshop, Ed King shares how to bridge the gap between early experiments and enterprise-grade AI orchestration that delivers measurable ROI. You'll learn:
- Cut through the noise: Demystify how LLMs work, spot their limits, and know exactly when not to use them
- Orchestrate for trust: Build AI workflows that mitigate hallucinations, measure performance, and integrate securely into your tech stack
- Scale what works: Apply proven GTM data automation and orchestration use cases to maximize impact and deliver scalable, predictable results.