#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 any dashboard: stay close to where the money changes hands. Franco shares why RevOps professionals need to step away from the data, get into the field, and understand the art behind the science — and how that context is what ultimately separates tactical operators from strategic leaders.

We cover:

• What "stay close to where the money changes hands" means in practice for RevOps

• Why data alone doesn't tell the full story — and how field context fills the gap

• Practical ways to get into the field: joining sales calls, attending QBRs, shadowing reps

• Why salespeople are almost always thrilled when RevOps wants to join their meetings

• How understanding the customer journey end-to-end makes RevOps more strategic

• The churn example: when health scores looked great but customers still left

• Why the current market shift — from ZIRP to AI-first — demands even more field context

• Career pathing from RevOps to COO or CRO: why business context is the missing ingredient

• When to roll up your sleeves vs. when to step back: signals and time management

• Using conversation intelligence and transcripts as a complement — not a replacement — for field presence

• Why conferences are the fastest way to absorb dozens of live sales interactions

Franco Anzini on LinkedIn: https://www.linkedin.com/in/francoanzini

Weflow: https://www.getweflow.com

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

RevOps Letter: https://www.getweflow.com/revopsletter

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

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

Chapters:

(00:00:00) Introduction

(00:00:35) Franco's Background in Revenue Operations

(00:02:12) What "Stay Close to Where the Money Changes Hands" Means

(00:05:40) Tactics for Getting Into the Field

(00:09:00) Why RevOps Should Join Sales Calls — and Why Reps Love It

(00:11:45) Understanding the Full Customer Journey as RevOps

(00:14:00) Career Pathing: From RevOps to COO and CRO

(00:15:55) Real Example: When Health Scores Lied About Churn

(00:19:00) The Changing Market Context: ZIRP to AI-First Era

(00:21:30) How Field Context Makes RevOps More Strategic

(00:22:45) When to Roll Up Your Sleeves — and When Not To

(00:25:20) Time Partitioning: SKOs, QBRs & Natural Touchpoints

(00:26:50) Conversation Intelligence as a Complement to Field Presence

(00:27:45) Fast Track: Join Salespeople at Conferences

(00:28:45) Advice for Overwhelmed RevOps Teams

(00:30:50) Book Recommendation: Legacy by James Kerr