CRO Stories: How Datarails Grew 90% in New Sales YoY with Aviv Canaani

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GTM Science - A show for GTM and RevOps leaders

Union Square Consulting

84 episodes

6 days ago

To us, GTM is both an art and a science. We don't claim to be experts in the "art"—the marketing campaigns, sales messaging, and branding. We ARE experts in the "science"—GTM strategy, process design, growth planning, and RevOps. On GTM Science, we share what we've learned by solving these problems at scale for B2B recurring revenue businesses. We also bring you unfiltered conversations with CROs, private equity investors, and revenue leaders who’ve done it themselves. No silver bullets. Just real talk about what works. Learn more at unionsquareconsulting.com

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CRO Stories: How Datarails Grew 90% in New Sales YoY with Aviv Canaani

GTM Science - A show for GTM and RevOps leaders

53 minutes 30 seconds

1 month ago

CRO Stories: How Datarails Grew 90% in New Sales YoY with Aviv Canaani

When Forbes compares your company to the Salesforce of your industry without you even pitching them, you're doing something extraordinary with your brand and go-to-market strategy. Host Rachael Bueckert sits down with Aviv Canaani, CRO/CMO of Datarails to uncover how he did it, helping Datarails grow 90% in new sales YoY in the process.

In this episode, Aviv reveals the counterintuitive journey from marketing leader to revenue chief, sharing how Datarails flipped from 95% outbound to 95% inbound in just a few years. From earning respect in the sales org as "the marketing guy" to building a waterfall planning system that turns revenue targets into exact headcount and budget requirements, Aviv breaks down what it actually takes to create predictable revenue. If you're trying to figure out how to make your revenue machine actually predictable instead of just hoping for the best, this conversation will change how you think about integrated revenue operations.

Connect with Aviv on LinkedIn.

[0:14] When Forbes Compares You to Salesforce Unsolicited

[1:26] Building a Predictable Revenue Machine

[4:47] Transforming from 95% Outbound to 95% Inbound

[5:23] Inheriting the CRO Role: Building Respect as "The Marketing Guy"

[6:12] Promoting Your Best AEs to Build Your Sales Leadership

[10:18] "Now I Have No One to Blame"

[11:42] Why Revenue Is a Team Sport, Not Marketing vs. Sales

[13:09] The Case Against AEs Prospecting

[15:00] How to Build the Leading Podcast in Your Industry

[16:09] The Waterfall System: From Budget to Meetings to Revenue

[18:27] Hiring B2C Marketers for B2B: The Data-Driven Approach

[22:15] Multi-Touch Attribution: From Forms to SDR Calls to Gong

[26:15] Why Speed to Lead Beats Everything

[28:27] Scaling from 6 to 27 AEs While Filling Their Calendars

[29:59] Why Inbound Converts Better Than Outbound

[32:31] Sales vs. Marketing Attribution Wars Are Pointless

[35:14] Why Yesterday's Best Practices Stop Working

[38:38] Using AI and Automation to Make SDRs 4x More Productive

[41:03] The AI SDR That Laughed When Asked If It Was AI

[42:43] Your Biggest Deal Ever Came from ChatGPT

[45:47] The CFO vs. CEO: Who's Leading AI Adoption?

[51:00] Annual Planning: Working Backwards from ARR Target

[53:23] Why It Doesn't Matter If You Come from Sales or Marketing

[54:18] Advice for New CROs: Get in the Trenches and Experience Sales

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