Post by RevOps Co-op

The build vs. buy debate in RevOps AI is mostly a distraction. The real question is: do you have the people and process to actually act on what AI gives you? Ross Rich, Matt Flotard, and Matt DeLauro joined Matthew Volm on a recent RevOps Co-op webinar to break down what's actually working — and where most teams are getting stuck. A few takeaways that stood out: 🐴 The horseshoe model AI delivers the best results at the edges of the customer lifecycle — early funnel (targeting, enrichment) and post-sales (churn signals, automated QBR narratives). The middle ? That's where focused vendors still win. 🏗️ Own your intelligence, buy your workflows The best operators are centralizing their own data — product usage, conversations, win/loss — and using it to power external tools. Nobody should be building their own version of Gong or Accord from scratch. 🔌 You're either an orchestrator... or you're getting orchestrated Vendors that add proprietary data or drive meaningful workflow orchestration have leverage. Everything else is consolidation risk. ⚠️ Technology is the easy part The limiting factor on AI ROI isn’t the model. It’s whether your people and processes are set up to act on what AI surfaces. As Ross Rich put it: "I almost feel like the easy stuff is the technology, is the data, is the insight. The culture and the people and the process stuff is really hard and is kind of being left behind." If you're thinking about AI strategy in RevOps, this is the layer most teams are underestimating. Peep the highlight reel below ⬇️ 📺 Catch the full write-up + recording on the RevOps Co-op site: https://lnkd.in/g22vjvXR #revops #revenueoperations #AI #gtm #salesops

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