Marketing Ops

Implementing Salesforce

Jen Flanagan is the Director of Sales Operations at Ordergroove, and has built or advised on dozens of Salesforce instances. In this guide, she explains what Salesforce can do natively, with integrations, and with customization and outlines, how Salesforce objects work and how to think about the right setup for your business.
Jen Flanagan
Jen Flanagan

Jen Flanagan is Director of Sales Operations at Ordergroove, a relationship commerce software company. She previously managed Salesforce for Bank of America Merchant Services as a VP of Business Information and at Yodle, an online marketing platform, where she was Operations Director. Jen has experience building Salesforce instances around sales, marketing, and service team processes, from first-time build-outs to high-complexity instrumentations.

Building a Lead to Revenue Operating Model

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo. In this guide, he lays out how to define lead-to-revenue stages and marketing to sales handoffs, how to think about attribution, and how marketing should own revenue goals (vs. lead-based vanity metrics).
Michael Madden
Michael Madden

Michael Madden is the VP of Demand Generation at AlphaSense and was previously Director of Demand Generation at Marketo, leading through both the Vista and Adobe acquisitions.  He’s a firm advocate of tight sales and marketing alignment, building end-to-end lead to revenue models, and has built out marketing functions at B2B software companies and financial services firms with 300-20,000+ employees.

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