Rhys Williams, Founder of RevOps agency Domestique, joins the show to talk about one of the most frustrating (and familiar) realities in GTM: executives don’t trust the data. But the real issue? It’s almost never about the dashboard. In this episode, Rhys walks through a practical, systems-level approach to rebuilding trust in data—from strategic alignment to process design and cross-functional buy-in.

We cover:

Why “I don’t trust the data” rarely means bad reporting
The foundational role of GTM strategy and lifecycle stages
How to align MQL definitions across Marketing and Sales
Tooling traps, reverse-engineered metrics, and the danger of dashboard overload
How to use operating cadences like the “Demand Council” to drive alignment
Why RevOps teams must lead with analysis and recommendations—not just data

Rhys Williams on LinkedIn: https://www.linkedin.com/in/rhys-williams-24563617/

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

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

Weflow: https://www.getweflow.com

Chapters:

(00:00:00) Intro & Meet Rhys

(00:02:08) Why Executives Still Don’t Trust Data in 2025

(00:04:16) Strategy → Process → Tools → Data → Enablement

(00:07:05) Why MQLs Break Without Shared Definitions

(00:10:52) From Business Goals to KPI Trees

(00:13:19) Input vs. Output Metrics

(00:17:55) Designing Operating Cadences that Actually Use Data

(00:21:55) The RevOps Readout: How to Get a Seat at the Table

(00:26:35) Leading Through Influence – Even with Executives

(00:29:47) Book Recommendations: The 360 Leader, The Daily Stoic

#81 Why Executives Don’t Trust the Data – with Rhys Williams, Founder & Managing Partner at Domestique

RevOps Lab