The Extinction of RevOps and The Rise of GTM Engineering with Toni Hohlbein

In this episode of the "Go-To-Market Science" podcast, Eddie Reynolds interviews Toni Holhbein about the evolving roles of RevOps and the emergence of Go-To-Market Engineering. They discuss how RevOps often struggles to achieve a strategic position within organizations, frequently being relegated to sales operations and CRM management. Holhbein explains the allure of Go-To-Market Engineering, where individuals with technical skills directly contribute to revenue generation through automation and tooling. The conversation explores the skills gap in RevOps, the importance of understanding the entire go-to-market process, and the need for CROs and RevOps leaders to learn from each other. They also touch on the challenges of implementing strategic changes in organizations that have not yet faced the need for scalable and repeatable processes, and the importance of a modern CRO understanding all aspects of revenue generation, including marketing and customer success.