#86 Towards a buyer-centric RevOps - with Lauren Silvers Director GTM at Ironclad
RevOps Lab14 Heinä 2025

#86 Towards a buyer-centric RevOps - with Lauren Silvers Director GTM at Ironclad

Lauren Silvers, GTM Programs Lead at Ironclad, joins the show to share a bold, future-focused vision for revenue operations: one that’s deeply buyer-centric, AI-assisted, and system-aware. Drawing from her talk at RevOpsFest NYC, Lauren explores how changing buyer behavior, signal-based selling, and enablement-rooted RevOps are reshaping how GTM teams operate. It’s a masterclass in where the function is going—and what to do now to keep up.We cover:- Why current sales processes frustrate modern buyers- How to reduce context-switching and tool overload for reps- What “buyer GPTs” and signal clusters mean for the future of sales- How to orchestrate actions based on signal intent—not funnel stages- Where AI already solves CRM hygiene (and why most teams still don’t use it)- How to operationalize customer-verifiable outcomes- What a 247% pipeline lift looks like when RevOps actually quarterbackLauren Silvers on LinkedIn: https://www.linkedin.com/in/laurensilvers/ Pipeline Visibility Cheat Sheet: https://www.getweflow.com/content/pipeline-visibility-cheat-sheet⁠Janis on LinkedIn: ⁠⁠⁠https://www.linkedin.com/in/janiszech ⁠⁠ ⁠ Phillip on LinkedIn: ⁠⁠⁠https://www.linkedin.com/in/philippstelzerChapters: (00:00:00) Meet Lauren & Her Talk at RevOpsFest (00:03:15) What Buyer-Centric Actually Means (00:06:00) How Buyer Behavior Is Evolving (Fast) (00:09:40) Tool Sprawl, Friction & the Case for System Change (00:13:30) AI, CRM Hygiene & What’s Already Solved (00:16:45) Signal-Based Selling vs. Funnel Thinking (00:21:00) How Intercom Built Signal Clusters That Drove +247% Pipeline (00:25:30) How to Simplify Action for Reps Without Dumbing It Down (00:29:00) Customer-Verifiable Outcomes (CVOs) in Practice (00:34:00) The Reality of Change: Culture, Systems, and Trust (00:38:30) Lauren’s Book Rec: In Search of Lost Time by Marcel Proust

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#117 Why Your Forecast Is Inaccurate (+ How to Fix It) – with Andy Smidmore, RevOps Leader (ex-Confluent, Cloudera, Docker, Ditto)

In this episode of the RevOps Lab, Janis sits down with Andy Smidmore — a 15-year RevOps and SalesOps veteran whose résumé reads like a tour of high-growth West Coast SaaS (Confluent, Cloudera, Docker...

11 Touko 41min

#116 Sales Forecasting in the Age of AI – with Janis Zech & Philipp Stelzer (WeFlow)

#116 Sales Forecasting in the Age of AI – with Janis Zech & Philipp Stelzer (WeFlow)

In this host-only episode of the RevOps Lab, Janis and Philipp take stock of what three years of building a forecasting tool — and hundreds of conversations with sales leaders, RevOps teams, and CROs ...

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#115 Building a Customer-Centric Revenue Org – with Robert Kaiser & Christoph Dünhuber, Revenue & RevOps Leaders at Tacto

#115 Building a Customer-Centric Revenue Org – with Robert Kaiser & Christoph Dünhuber, Revenue & RevOps Leaders at Tacto

In this episode of the RevOps Lab, Janis and Philipp sit down with Robert Kaiser and Christoph Dünhuber from Tacto — the Sequoia- and Index-backed AI procurement platform powering 300+ industrial cust...

27 Huhti 41min

#114 Running RevOps on AI Workflows & Agents – with Eric Portugal Welsh, Head of RevOps at PlanetScale

#114 Running RevOps on AI Workflows & Agents – with Eric Portugal Welsh, Head of RevOps at PlanetScale

Eric Portugal Welsh, Head of RevOps at PlanetScale and returning guest on the RevOps Lab, joins Janis and Philipp to share how he went from leading a team of six to operating as a solo RevOps function...

6 Huhti 38min

#113 How to Earn Your CFO’s Trust – with Stephen Diorio, Author of "Revenue Operations"

#113 How to Earn Your CFO’s Trust – with Stephen Diorio, Author of "Revenue Operations"

Stephen Diorio, author of "Revenue Operations" and a go-to-market strategy veteran with decades of experience — from co-founding one of the first GTM strategy firms in 1993 to serving as a Gartner ana...

30 Maalis 40min

#112 How Field Exposure Turns RevOps Strategic – with Franco Anzini, SVP of GTM Strategy & Operations at Provus

#112 How Field Exposure Turns RevOps Strategic – with Franco Anzini, SVP of GTM Strategy & Operations at Provus

Franco Anzini, a seasoned revenue operations leader with experience across companies of all stages and go-to-market motions, joins Janis and Philipp to talk about a principle that doesn't show up on a...

23 Maalis 32min

#111 Build or Buy? How AI Changes the RevOps Tech Stack – with Navin Persaud, VP of RevOps at 1Password

#111 Build or Buy? How AI Changes the RevOps Tech Stack – with Navin Persaud, VP of RevOps at 1Password

In dieser Episode sprechen Janis und Philipp mit Navin Persaud, VP of Revenue Operations bei 1Password, über eine der aktuell meistdiskutierten Fragen im RevOps: Sollte man GTM-Tools im Zeitalter von ...

16 Maalis 30min

#110 The C-Suite Alignment Problem (+ How RevOps Can Fix It) – with Ross Graber, VP & Principal Analyst at Forrester

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Ross Graber, VP and Principal Analyst at Forrester, joins Philipp to unpack findings from Forrester's latest C-suite alignment study. Based on feedback from over 130 C-level marketing, sales, and cust...

9 Maalis 33min

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