From PLS pioneers and OSS innovators to cutting-edge enterprises, Go-to-market mavericks is where we talk to GTM leaders about the strategies and tactics they use to drive results.
We recently talked to Mitch Obsorne, Global Director of Business Systems & RevOps at G2, about demystifying software purchases and a whole lot more.
Here are three of the top takeaways from that conversation (check out the full recording above).
1. Stack integration is table stakes
There’s a lot of talk about RevOps teams being under pressure to consolidate expensive and unwieldy tech stacks.
The talk is true, but for Mitch, consolidation of UIs is the real value for sales reps.
Less overhead (and less admin work) is always a plus. But a tool’s ability to integrate with existing systems and centralize workflows is arguably more important than trimming line items.
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“To me, consolidation is helpful, but how you integrate is more important than having a single tool that does all of the things,” Mitch said.
If you’re trying to stop reps from tab hopping between too many tools in their day-to-day work, replacing multiple point solutions with a single platform is one option. But investing in technology that can pump information into your CRM, and making that the single source of truth, is another.
It comes down to flexibility—and where you want team members getting their work done.
“As long as I don't have to toggle between or have multiple tabs open as a rep, then I think it's meeting the need there,” Mitch said.
2. Internal usage metrics are a must-have
Buying a new technology is only step one for RevOps leaders. Next comes making sure teams are actually using it—and using it correctly.
This is where product usage metrics and performance measurement become essential.
“If you [...] have really strong data that you can pull out and understand how people are using it, which features—it just gives a lot of clarity to the end users on [...] where we need to double down,” Mitch said. “This is where we need to make sure everyone is using this particular feature because our top reps are using it and look at how successful they've been.”Full-funnel reporting automation
Common Room’s business reporting auto-captures meeting- and opportunity-level data from your CRM and matches it to your custom definitions of key metrics, automating play reporting across every funnel stage.
In other words: Test, measure, iterate—quickly and consistently.
Just don’t forget the human element. Data is immensely helpful, but it’s also open to misinterpretation.
That’s why Mitch combines reporting with internal NPS surveys.
“That helps me to say, all right, we need to do additional enablement or this tool is actually something that maybe we can cut,” Mitch said.
3. RevOps wants to be wooed, too
Some reps get it into their heads that all RevOps cares about is cold, hard numbers.
It’s understandable. Ops leaders are often technical professionals who work behind the scenes to maximize efficiency.
But they care about personalization and relevance just as much as any other prospect.
Two years ago an email about cutting response times by 50% might’ve been enough to catch a RevOps leader’s eye. Now it takes more to stand out.
“Personalized messaging around, ‘Hey, based on an interview that Godard [Abel, G2 CEO] did or something on this podcast, I heard that you all are focused on this particular initiative. Here's why we've been successful in accomplishing the goals of what this initiative is supposed to drive,’” Mitch said. “That to me is far more compelling. I'm going to see that email and be like, all right, maybe I should take a look.”Data and signal activation agent
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Metrics matter, but they matter more when they’re tied to relevant info.
“I'm going to key into that more because it means you understand me, you understand my business and what my priorities are, as opposed to, ‘Hey, you can see a 20% increase in ARR’ or something,” Mitch said. “That doesn't catch my eye quite as much these days.”
These are just some of the takeaways from our conversation with Mitch Osborne.
Watch or listen to the recording for the full story.
And stay tuned for the next edition of Go-to-market mavericks!
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