Post by RevOps Co-op

Your reps are sourcing their own lists. Your ops team is in firefighting mode. 🧑‍🚒 and somewhere in between, your pipeline is quietly hemorrhaging. Sound familiar? Zach Hoogerland has been there. As Senior Director of Marketing Strategy and Operations at Rubrik, a billion-dollar enterprise security company, he's lived the before AND the after of getting GTM data right at scale. He joined Matthew Volm and Chaz La Salle from Openprise for a recent RevOps Co-op webinar, and the conversation was full of hard-won lessons. A few that stuck with us 👇 🧠 Enrichment is a pipeline investment, not a hygiene project. The cost of bad data isn't abstract. It shows up in rep hours, missed meetings, and headcount you shouldn't need to hire. 🔢 The business case doesn't need to be complicated. Time per rep × dollar value of that time × number of sellers. That math alone moves leadership. Zach called it "doggy, piggy, bunny" - if you can't explain it like you're talking to a child, it won't land with the masses. 🔄 Enrichment and orchestration aren't the same thing. Clay gets the data in. Openprise makes it usable: normalizing, deduplicating, enforcing business logic, and routing to the right team. Without both layers, you've got clean data that goes nowhere. 📬 Don't just enrich once and walk away. Rubrik designed three waterfalls: inbound, outbound, and a re-enrichment feedback loop. When a rep flags bad data, they get updated info within 24 hours. That's how you build trust between ops and sales. 🤖 AI on top of bad data doesn't fix bad data. It amplifies it. Before you build the agentic SDR motion, get the fundamentals in place. Zach's rule: define the use case, show the prerequisites honestly, and find small AI wins you can point to NOW. This one is worth the full watch. Peep the highlight reel below ⬇️ 📺 catch the full session + write-up on our site: https://lnkd.in/gg9enPX9 #revops #revenueoperations #gtm #dataenrichment #salesops

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