#72 Enterprise RevOps Playbook: Fixing Revenue Leaks at Scale - with Lorena Morales, Director of Global Digital Marketing Revenue Operations at JLL | RevOps Lab | Podwise
This episode explores the challenges and triumphs of implementing revenue operations (RevOps) within a large, non-technology company. The interview features Lorena Morales, global director of revenue operations at Jones Lang LaSalle (JLL), a massive real estate firm with over 100,000 employees. Against this backdrop of immense scale and diverse operations across 36 countries, Lorena details her experience building a centralized RevOps team from scratch, initially focusing on identifying and addressing revenue leakages. More significantly, the discussion highlights the complexities of navigating legacy technology systems—for instance, JLL's use of multiple marketing automation platforms and CRMs—and the need to prioritize key areas for improvement given the sheer size of the organization. In contrast to the agile approaches common in smaller SaaS companies, Lorena emphasizes the importance of adaptability, patience, and a willingness to unlearn previous practices. This necessitates a shift in mindset, focusing on finding "wins" and accepting that complete data capture isn't always feasible. The interview concludes with Lorena's book recommendation, "The Algebra of Wealth" by Scott Galloway, reflecting the financial literacy needed in such a high-stakes operational role.
