#105 How AI is changing RevOps - with Lindsay Rothlisberger, Head of RevOps at Zapier

Is RevOps becoming "GTM Engineering"? In this episode, Philip and Janus sit down with Lindsay Roethlisberger, VP of Revenue Operations at Zapier, to discuss the massive shift happening in the industry.

Zapier operates at the intersection of a massive high-velocity PLG model and a growing Enterprise sales motion. Lindsay shares how she is restructuring her team to handle this complexity, moving away from functional silos to funnel-focused pods. We dive deep into the debate around the "GTM Engineer" role, how AI is unlocking unstructured data, and why RevOps needs to balance the tension between building perfect systems and experimenting fast.

What you will learn in this episode:

• The "Explore vs. Exploit" Tension: Why RevOps teams need to balance building scalable foundations (precision) with rapid experimentation (speed) to win in today's market.

• Restructuring for Growth: How Zapier shifted from task-based roles (e.g., email ops) to funnel-based ownership (Inbound vs. Outbound pods).

• The Rise of the GTM Engineer: Is it just a buzzword? Lindsay explains how this technical role is orchestrating signals, enrichment, and systems to power modern outbound strategies.

• Unlocking Unstructured Data: How to use AI to mine call transcripts and emails for hidden objections and strategic insights that standard reporting misses.

• The RevOps Advantage: Why organizational context remains the biggest competitive advantage for RevOps leaders.

Lindsay Roethlisberger on LinkedIn:

https://www.linkedin.com/in/lindsay-rothlisberger/

Weflow: https://getweflow.com

RevOps Chat Community: https://getweflow.com/community

RevOps Resources: https://getweflow.com/revops

Janis on LinkedIn: https://www.linkedin.com/in/janiszech

Philipp on LinkedIn: https://www.linkedin.com/in/philippstelzer

Chapters:

(00:00:00) Introduction

(00:01:23) Welcome & Lindsay’s background at Zapier

(00:03:03) Managing PLG and Sales-Led motions in RevOps

(00:06:22) The "RevOps is changing" LinkedIn post

(00:08:40) The tension: Reactive work vs. Strategic projects

(00:10:23) Restructuring the team: From functional silos to funnel pods

(00:12:46) Defining the GTM Engineer role

(00:16:04) Orchestration: GTM Engineers vs. Marketers

(00:21:17) The shift to signal-based outbound

(00:24:40) Using AI for unstructured data (calls & emails)

(00:27:28) Explore vs. Exploit: Balancing experimentation and scale

(00:32:15) Book/Course Recommendation: Winning by Design